Philanthropist and PBN Co-owner Khaled Bin Alwaleed will be opening a vegan restaurant in London - as well as a number of outlets across the Middle East within the next two years.
According to the Saudi prince, he has plans to expand his concept internationally, and has already spoken to partners in Saudi, UAE, Kuwait, Egypt, Lebabon, and London.
He said: "We're looking to partner with people - we are going to be the concept partners not the managing partners.
"We will be overlooking the quality of the food that comes out - it has to be vegan, and not necessary all organic, but as much as possible.
"The most important thing is the quality of the food. You can be an unhealthy vegan, but that's not the market we're looking for."
According to Khaled, the eateries will offer a 'high-end casual dining mentality'.
He added: "We are not aiming for the vegans - as we will get them regardless.
"We all stand next to each other and I love that.
"I always want to focus on the non-vegans, so they can transition into becoming plant-based, responsible eaters or flexitarians."
Khaled - who wants to see an end to factory farming within his lifetime - says he plans to show people plant-based food is delicious, sustainable, and easy and accessible.
"It's not about eating salad for the rest of your life," he told PBN.
"It's a lot deeper than that and has a lot more meaning.
"I'm also trying to break the mentality of calories in, calories out. I'm working with my restaurant to show that with a whole foods plant-based diet you can eat a lot and not get fat."
Maria is a former magazine editor, newspaper reporter, and features writer. Her writing has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.
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