It is written Green Station, we read ‘Pedon’. As a matter of fact, behind the new restaurant with green soul that has recently opened its doors in Milan there is Pedon, Company at Molvena (Vicenza). The restaurant is located in Via Spadari, in a central area a few steps from Piazza del Duomo, which in recent years has become a reference for good food enthusiasts.
The restaurant proposes simple and genuine courses, based on the three main categories of Pedon offer: cereals, legumes, and seeds. We are talking about over 100 rigorously meat-free recipes, ranging from first courses to desserts. The menu varies each week, so as to keep consumers' curiosity alive and offer new proposals in line with customers' needs. Not only that: every day a new course is introduced for lunch, in order to provide continuous hints to regular consumers. The restaurant is open from Monday to Friday from 7:30 AM until 8:30 PM. On Saturday the restaurant closes at 3:30 PM, while Sunday is the rest day. Both wide choice in terms of proposals and opening time offer a diversified fruition throughout the day. So, Green Station lends itself, for example, to breakfast, mid-morning break, afternoon snacks, or lunch with either colleagues or friends. Its target, too, is wide and includes both consumers who follow a vegetarian or vegan regime and those who love to change their diet.
The space, which has a double view (via Spadari and via Victor Hugo), develops over three floors. On the ground floor there are, besides the tables, both counter and open kitchen; on the upper floor there are other seating areas, while on the -1st floor bathrooms and service spaces are located. The interior design, centred on white and green, is characterized by the use of such natural materials as stone and wood. In strategic points of the restaurant, glass jars containing the raw materials for the recipes are exposed, in order to reaffirm both link with Pedon and genuineness of the ingredients. A green soul whose values are well expressed by the use of recyclable materials and packaging, as well as expressions written on the walls. The service is self-service: after ordering and paying, the customers settle at the tables with the tray containing what they required. In addition to eating on the spot, it is possible to buy various references (such as biscuits and crackers) in line with brand placement.
To support the project, the Company launched a large online communications campaign, focused on Facebook and Instagram social networks. The goal is twofold: on the one hand, to tell philosophy, concept, and offer; on the other hand, to generate engagement on the target of users invited to share the experience becoming part of ‘Green Station’ community. This restaurant in Milan represents the pilot sales point of a wider strategic plan. In the company's programs there is, in fact, the opening of other restaurants in the major international metropolises.