How to Market a Plant-Based Deli and Build Loyal Customers

There was a time when vegan sandwiches sounded like an oxymoron. But what if you could do it all without piles of meat and layers of cheese? What if you could just live your life guilt-free, eating delicious and hearty sandwiches?

While not all trends are worth following, the move toward healthy, sustainable food is one we can get behind. We love to see customers read ingredients and show genuine concern about their food source.

Healthy eating is not just about avoiding meat; it’s about proving how good a simple meal can taste when you make it out of locally sourced ingredients.

Understand What Your Audience Needs

Marketing a plant-based deli can be quite a challenge. You need to know exactly who your audience is — only then can you create messaging that resonates.

Not everyone who begins a plant-based diet is only health-conscious; others are what we call flexitarian or eco-minded consumers. Veganism as a whole aligns with the values and dietary requirements of many people, so you need to focus on that.

Start by doing some research. Get to know your customers. Run Instagram polls or an email survey. Post something about veganism and see what kind of comments you get. This will allow you to determine what your customers appreciate about you and how you can offer them more of that.

B&T’s Deli is a good example of a vegan deli. The audience is mostly local, and they’re here for the organic ingredients. The brand emphasizes eating whole foods and sourcing produce from nearby farms.

This builds trust with customers by showcasing how the company supports the local community and its dedication to reducing the carbon footprint.

Once you understand who your customers are and what they care about most, you can offer them a lifestyle they can actually be part of.

Build a Strong Brand Identity

Your brand’s identity is more than its logo. It includes the brand story, its values, and the feelings it invokes. This is especially true for a vegan deli because you need your brand to stand out in the niche market.

At B&T’s Deli, we believe we’re not just selling sandwiches; we’re selling a mindful lifestyle. We want our customers to think that good food can be both delicious and good for them.

Having a mission makes you stand out from the crowd. It allows you to go beyond selling products to building a community that shares experiences. This mission is reflected in everything—from the items on your menu to the packaging of your orders to your communication with customers.

You must focus on consistent tone, colors, fonts, and other visual aspects for your brand’s identity. Restaurants should be approachable and pleasant.

Take B&T’s Deli, for example. The earthy green tones are grounded and showcase our love for fresh vegetables with pops of purple reminiscent of artichokes in bloom and our playful approach. Every post, every menu, and every caption ties back into our promise of making simple plant-based food as delicious as possible.

A lot of people get caught up in trying to make themselves memorable. What they should focus on is making themselves relevant. If your customers relate, they’ll remember your brand because of how it makes them feel.

Leverage Local SEO & Google My Business

Restaurants and delis can use local SEO to target hungry locals who are looking for plant-based meals.

Google Business Profile is a powerful, free tool that allows you to share your business’s name, address, phone number, and menu online to attract customers nearby. Using keywords like “plant-based deli near me” or “vegan sandwiches in Santa Monica” in your description helps Google to share your business with people in the area.

Google Business Profile is also a great reputation management tool. You can encourage happy customers to leave reviews for others to read. It allows you to attract new customers by showing how popular your deli is with locals.

Your website is another important factor. You want to sprinkle local keywords in your content naturally, especially in your meta tags, titles, and blog posts. This improves your website’s local SEO ranking and helps you connect easily with locals. When someone searches for “plant-based sandwiches in Santa Monica,” they get a suggestion for B&T’s Deli, our deli that’s popular among the locals.

Create Loyalty Through Community

Community is an essential part of marketing a business. It goes beyond surface-level promotions and prioritizes shared values such as health and sustainability. Shared values help build loyalty and give customers a sense of belonging.

Here are three ways to build community:

Local Events

Start by showing up where your customers are. This means hosting local tasting events, sponsoring community gatherings by offering refreshments, or setting up a booth at local farmers’ markets. Seeing your brand at these events ensures people not only taste your food but also associate it with positive experiences.

Email List

Build an email list that allows you to promote discounts, announce new items, and share nutrition tips with loyal customers. An email that says, “Hey, here’s what’s fresh this week,” helps you stay top-of-mind.

Collaboration 

Collaboration is key. Being part of a community requires participation. You can partner with local gyms, yoga studios, and other eco-friendly stores. This offers cross-promotions and gives your brand the perfect association with the wellness culture that a vegan deli fits into. 

Imagine a yoga instructor recommending your vegan sandwich shop to her class — that’s the kind of word-of-mouth marketing you need.

Growing With Purpose

At B&T’s Deli, we believe that the best marketing you can do for your brand is the quality of your work. For us, that means making delicious plant-based recipes that speak for themselves. We highlight local creativity and promote sustainability, values that our customers deeply care about.

The best marketing you can do for your business is to prioritize your customers’ needs, encouraging them to keep coming back.

Want to learn more about our values or our delicious menu? Drop us a message or order online today.

Frequently Asked Questions

What’s the best way to market a plant-based deli?

Start by telling your story. People connect with purpose-driven brands, so focus on your mission, ingredients, and sustainability values.

How can I attract non-vegan customers to my plant-based deli?

Highlight taste first, not just the “vegan” label. Offer samples, catchy visuals, and familiar favorites with a plant-based twist.

Does local SEO really make a difference for delis?

Absolutely. Optimizing for “plant-based deli near me” helps you show up when hungry locals search online.

How can social media help grow my plant-based deli?

Platforms like Instagram and TikTok are perfect for mouthwatering food photos, quick recipes, and behind-the-scenes stories.

What kind of events can help me connect with my community?

Try hosting tasting events, pop-ups at farmers’ markets, or collaborations with local gyms and eco-friendly stores.

How can I encourage repeat customers?

Start a simple loyalty program or newsletter that rewards visits, shares new menu items, and keeps your deli top-of-mind.

What should my brand identity focus on?

Use consistent visuals, tone, and messaging that reflect your deli’s mission and personality.

How do I stand out from other plant-based restaurants?

Focus on your “why.” Whether it’s locally sourced ingredients or creative flavor combos, make it your signature.

How can I get more online reviews?

Ask happy customers! A friendly sign by the register or a thank-you email with a Google review link works wonders.

What’s one mistake plant-based delis should avoid in marketing?

Don’t focus only on being “healthy.” Instead, lead with flavor and experience. People fall in love with great food first, and values second.