With a name that turns heads and a concept that keeps guests coming back, M’eat The Vegans has carved out a unique space in the UK’s fast-growing plant-based dining scene. Known for its indulgent, comfort-driven vegan menu that challenges expectations, the brand has built a loyal following across its two locations in Camden and Hertford. From loaded burgers to creative takes on classic favourites, the offering is designed to appeal not just to vegans, but to anyone looking for bold, flavour-first food.
Behind the concept is Director Deepak Nagar, who has played a key role in shaping the brand’s identity and growth. As the business expanded across multiple venues, so did the complexity of managing bookings, guest expectations and operational consistency. Since partnering with Now Book It in October 2025, M’eat The Vegans has taken a more structured and scalable approach to reservations and guest engagement.
“We’ve always focused on creating something fun and different with the food, but as we grew, we needed that same level of consistency behind the scenes, that’s where Now Book It came in.”
Growing pains across two locations
Running a single venue is one thing, but managing two busy locations in different markets brings a whole new set of challenges. For M’eat The Vegans, balancing demand across both Camden and Hertford meant dealing with fluctuating booking volumes and the constant pressure of maintaining service standards.
Before implementing a centralised reservations system, much of the booking management process was manual or fragmented. Phone calls, walk-ins and online enquiries were handled separately, making it difficult to get a clear picture of capacity and demand in real time.
“When you’ve got two venues operating at the same time, things can get messy pretty quickly without the right systems in place, we didn’t always have full visibility over bookings, and that makes planning a lot harder,” said Deepak.
This lack of visibility often led to inefficiencies. Staff would spend valuable time managing bookings instead of focusing on guests in the venue, and peak periods could quickly become overwhelming. At the same time, quieter periods weren’t always being maximised due to a lack of data-driven insights.
“We knew we were busy, but we didn’t always know where or when we could optimise, there was definitely an opportunity to be smarter with how we managed bookings across both sites.”
From fragmented bookings to full visibility
With Now Book It, M’eat The Vegans has transformed the way it manages reservations across both locations. With a single, centralised platform, the team now has complete visibility over bookings, allowing them to plan more effectively and operate with greater confidence.
“Now everything sits in one place, which makes a huge difference, we can see what’s happening across both venues in real time, and that level of visibility is invaluable.”
Across Camden and Hertford, the venues now process more than 170 bookings each month through the platform, all managed seamlessly without the need for manual coordination. This has not only improved efficiency but also freed up staff to focus on delivering a better in-venue experience.
“Now Book It has taken a lot of pressure off the team, instead of juggling calls and spreadsheets, they can actually spend more time with guests, which is what hospitality should be about.”
The system has also helped the business better understand booking patterns, allowing for smarter staffing decisions and improved table management. With clearer insights into peak times and guest behaviour, the team can optimise service without overextending resources.
“We’re making more informed decisions now, it’s not guesswork anymore, we can actually see the data and act on it,” explained Deepak.
Unlocking extra revenue through gift cards
One of the standout features for M’eat The Vegans has been Now Book It’s Gift Card functionality, which is used across both venues to drive additional revenue and attract new guests. What started as a simple offering has quickly become a valuable part of the business strategy.
“Gift cards have been a really strong performer for us, the guests who buy them are already committed, and it brings in new people who might not have visited otherwise.”
Beyond the initial purchase, the impact of gift cards extends into the dining experience itself. Guests redeeming gift cards consistently spend more than the original value, typically between 20 to 30% higher, creating a clear uplift in average transaction value.
“We’ve definitely seen that uplift, people come in with a gift card and end up making a full experience out of it, drinks, sides, desserts. It’s a win-win.”
The seamless integration of gift cards into the booking journey also makes it easy for guests to purchase and redeem them, removing friction and encouraging repeat business.
“It’s all connected, from buying the gift card to making a booking and coming in, it’s a smooth process.”
Scaling smarter beyond two locations
For a growing brand like M’eat The Vegans, having the right systems in place is critical to long-term success. With Now Book It, the business has not only improved its day-to-day operations but also built a foundation for future expansion.
The combination of centralised bookings, real-time data and revenue-driving features like gift cards has created a more scalable and sustainable model, one that can support additional locations without adding unnecessary complexity.
“We’re in a much stronger position now, everything feels more structured, more manageable and ready to grow.”
Book a table at M’Eat The Vegans when in the UK
Now Book It tip: The plant-based dishes are certainly star studded but don’t sleep on the desserts that slap after a hearty, healthy meal.