With the rise of environmental issues, the "green" concept has become one of today's "frontier" themes. Whether developed or developing, all countries face common challenges in effectively coordinating environmental, economic, and social levels. How can green restaurant entrepreneurship enter a market that is difficult to develop and break through consumer awareness, gain a competitive advantage, and at the same time maintain profits while remaining green and ultimately profitable? This research investigates what is like to be the first vegan producer on a developing country’s market, where the consumer’s vegan-awareness might be lower than those in well developed countries and how can the business overcome and survive this challenge and reach key success factor? As a pioneer in the market, the company has both advantages and disadvantages because it lacks a prior experience and is also concerned. The knowledge from the case study can be a map and might be used to apply to other cases and future vegan restaurants in Mongolia, or even other developing countries. This research use case study, “Luna Blanca” restaurant, a well going company, which produces 100% organic food with domestic and imported raw materials to explore related key success factors of green restaurant business. The case analysis finds that first key success factor of vegan restaurant is Religious and Beliefs in Mongolia. The second and other key success factor of vegan restaurant is Meal Taste. Comfortable Environment and Service Quality are close each other but much lower within Religious issue. Meal Price and Health issues are least low importance priority. The Luna Blanca restaurant future success strategy based on key success factor determined above will be more often participation vegan events and familiarize the restaurant to vegans.
