Vegetarian Restaurants as cultural intermediaries: exploration of strategic positioning and customer experience management in exemplar restaurants in China: English

Vegetarian consumption reflects societal shifts towards sustainability and ethical values, with restaurants embodying rich cultural connotations that shape unique dining experiences. Grounded in cultural embeddedness and customer experience management literature, this study investigates how restaurants leverage cultural values to enhance consumer experience through food quality, service quality, and the physical environment. Based on an in-depth qualitative study in China, where the vegetarian sector is rapidly growing, the research draws on data from interviews, observations, and social media to identify four culturally driven strategic postures of vegetarian restaurants: cosmopolitan fusion posture, local culture posture, temple anchored posture, and spirituality posture. By identifying these distinct postures, the study offers a nuanced understanding of how cultural values and beliefs are translated into tangible restaurant experiences. We also provide practical guidance for restaurateurs and policymakers seeking to mainstream plant-based or meat-reduction diets.