How do you get billions of people to join the movement toward a plant-based food system? Design a completely new and unimagined dine in or take out plant-based menu item to effectively compete with the same animal or fish-based item.
Design a new, crazy, impossible, from scratch, 100% plant-based food item for dine in or take out that tastes better than the animal-based meat it is made to compete with. Create a marketing message that makes people hungry to try it for the first time and crave and obsess about it after their first plant-based meat experience. If it is for takeout, design the package/wrapper or container it will come in.