Competitor Analysis

Below I have included a breakdown of some organisations that have gluten free food. One thing I like about them are their naming's, as the gluten free is just part of the menu, not out-casting people that don't have dietary restrictions by labelling them "Vegan kitchen & bar", "Gluten free Tearoom".

	Zest Kitchen & Bar	The Secret Garden	Dottie's Tearoom
Vision	Save animals and the environments	Relax and enjoy (comfort)	Gluten Free Tea Room
Mission	Eat and drink organic		Family run for a personal & friendly service.
Values	Freshest ingredients		Specialise in GF and other allergen free foods: Wheat free Dairy Free Egg Free Low Sugar
Strengths	Organic vegan, vegetarian, food is 100% gluten free, soy & dairy free "Some items can be made oil free and nut free"	Strong Logo theme Straight away announces 30+ vegetarian dishes, 25+ Vegan, 25+ Gluten free and explicitly states that "Doesn't include extras [like sides, cakes, wines]". Special requests available in bookings.	Work with suppliers
Weaknesses	Navigation bar confusion menu is not visible outside of the US	Not all gluten free - Likely an issue with cross contamination	Unclear if they make food or they are working with specific suppliers, issues with links as the Facebook page link from the website does not work. Maintenance issues due to Covid so they are doing takeout only, which is not optimal due to Tea Room branding.
Similarities	Brunch + Lunch menu.	Breakfast + Lunch centric menu UK	UK
Differences	Salt Lake City (US) and a Bar	Dorset, water view.	Nottingham, over 1Km from City Centre
Brand Promise	Healthy, delicious food & drink.	Relaxing and enjoyable, comfortable experience	Family run business, friendly service.
Product	Healthy food.	Vegetarian, Vegan, and Gluten free food are available.	Gluten Free with other allergen options -> Dairy, Egg, Sugar

Your Own Identity

Vision: Trust and authentic dietary space

Mission: Provide 100% gluten free food with options to cater to other dietary needs, such as dairy or egg

Values: Create a comfortable and trusting environment for dietary people to enjoy and trust the food provided to them.

Strengths: Upfront and informed staff on dietary needs.

Weaknesses: Very niche, don't be too vegan centric and varied food. Small foot traffic initially.

Similarities: Additional special request of specific diets available when requesting a booking.

Differences: Central town focused - Potential Footfall, on outside perimeter of initial CBD. E.g. the Brayford Wharf [Weatherspoons, Nando's, Handmade Burger Co. Prezzo on the same road. Large restaurants rather than on the high street]

Threats: Pre-established food chains, as mentioned above.

Value Proposition: Integrity, Comfortable, accommodate for allergies.

Brand Promise: No Cross-Contamination by not having any gluten in establishment

Product/Service: Gluten Free Products [Nut, Egg, Dairy free options available]