Adapted Co: Vegan Food Platform
Hospitality
Consumer Social
CLIENT
Adapted Co
CATEGORY
Hospitality
TIMEFRAME
6 Weeks
SERVICE
Product Strategy
Development
About Project
- 3,800 venues listed with dish-level tagging in the first year.
- 41,000 verified reviews, all from users who booked or checked in.
- 190 vegan brands now pay for a listing, which funds the platform.
- 220 tasting events run through the ticketing side.
- 61,000 monthly active users by month twelve.
- Built in 6 weeks.
Challenge & Solution
Challenge
Vegan consumers struggled to discover reliable dining options and trusted product recommendations, limiting awareness and growth opportunities for vegan businesses.
Solution
We built a discovery and review platform that helps users find vegan restaurants and brands while supporting community engagement through shared tasting experiences and trusted recommendation workflows.
The founder ran a vegan supper club and kept getting the same question from everyone who attended: where else should I eat. She was answering it by hand, over Instagram DMs, several times a day.
The problem was not a shortage of listings. It was that every existing source was unreliable in the same way. Google reviews said a place had vegan options, and that turned out to mean a side salad. Directory apps carried restaurants that had closed two years earlier. Nobody distinguished between a fully plant-based kitchen and a steakhouse with one pasta dish.
Her Instagram account had reached eighteen thousand followers on the strength of the recommendations alone, and the DMs had become unmanageable. She came to us wanting to turn a thing she was doing manually into something that scaled without losing the reason people trusted it.
The revenue model landed where she hoped: brands pay for presence, users pay nothing, and the reviews stay credible because nobody can buy a rating. That was the constraint she set at kickoff and it held.
The supper club became a recurring event series across four cities, now ticketed through the platform rather than a Google Form. She stopped answering DMs individually about eighteen months ago.
Venue listings tagged at dish level rather than venue level, with three distinct states: fully plant-based, reliable vegan menu, and vegan on request. That distinction is the whole product, and no competitor was making it.
Reviews are gated to users who checked in or booked through the platform, which is what keeps the ratings meaningful. The review flow is photo-first, because a picture of the plate settles most arguments about portion and quality.
Brand profiles carry a stockist finder, so a user reading about a product can see where to buy it locally. Tasting events run on built-in ticketing with capacity and dietary notes.
City guides are editorially curated rather than algorithmic, and venues can claim and update their own listing through a verification flow that stops the staleness problem returning.
Typography & Color
