# Plant-Powered Restaurant Takeovers Lidl is Bringing Plant-Based Food to Four German Hotspots By Laura McQuarrie | Published 2026-01-17 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/restaurant-takeover References: [unternehmen.lidl.de](https://unternehmen.lidl.de/pressreleases/2026/260108_veganuary)  Throughout January, many people are committing to Veganuary—a month of plant-based eating—and to prove the merits of vegan cuisine and how it has the potential to support all ages, nutritional needs and taste preferences, Lidl is launching a restaurant takeover across Germany. In four major cities (Cologne, Hamburg, Berlin, and Munich) Lidl is temporarily taking over everything from street food pizza delivery services to fine-dining establishments to expose more people to plant-based food. At KASA in Hamburg, a gnocchi dish and a plant-based version of Shepherd's Pie will be on the menu from January 16th to 17th. "With our Veganuary initiatives, we are creatively demonstrating how delicious, affordable, and versatile plant-based food can be," says Alexander Lafery, Head of Marketing at Lidl Dienstleistung GmbH & Co. KG. "The entire Veganuary at Lidl is based on the motto 'It's worth a try.'" ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 21% | Activity: 22% | Freshness: 61% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Vegan Pop-up Restaurants:** Temporary plant-based restaurant takeovers showcase diverse cuisine, offering a novel approach to promoting veganism and attracting non-vegan customers. - **Corporate-sponsored Culinary Events:** Companies like Lidl are investing in city-wide dining experiences to drive consumer interest and engagement with lifestyle changes such as veganism. - **Citywide Vegan Promotions:** Utilizing a whole-city approach to promote veganism, businesses are creating widespread awareness and accessibility for plant-based diets. ### Who This Affects Most - **Plant-based Food Industry:** The rise in popularity of plant-based diets spurs innovation and growth, as companies seek to offer sustainable and tasty alternatives to traditional animal products. - **Event Marketing:** Incorporating promotional dining events, industries leverage experiential marketing to demonstrate the benefits and flavors of plant-based diets. - **Sustainable Urban Development:** Cities adopting plant-based lifestyle initiatives mark a shift towards sustainability-focused urban development and greener living solutions. ## Related on Trend Hunter - [Croissant-Scented Perfumes](https://www.trendhunter.com/trends/eau-de-croissant.md) - [One-Door Advent Calendars](https://www.trendhunter.com/trends/lidl-day-1-advent-calendar.md) - [Premium Private Label Meats](https://www.trendhunter.com/trends/butchers-specialty-by-lidl.md) - [Luxury-Inspired Beauty Collectins](https://www.trendhunter.com/trends/doop-by-lidl.md) - [Festive Grocer Cooking Shows](https://www.trendhunter.com/trends/lidl-batch-from-scratch.md) - [Plant-Based Cheese Competitions](https://www.trendhunter.com/trends/lidl-and-proveg.md) - [Turkey-Focused Rosé Wines](https://www.trendhunter.com/trends/turkey-wine.md) - [Budget-Friendly Grocer Holiday Meals](https://www.trendhunter.com/trends/lidl-us-holiday-meal-deal.md) - [Playfully Serious Designs](https://www.trendhunter.com/trends/playfully-serious.md)