Otarian, the vegetarian restaurant concept set to debut in new York and London this year, will claim to be the world’s first chain to carbon footprint every menu item to international standards. The concept, which is the brainchild of entrepreneurs Pankaj and Radhika Oswal, will open its first outlet in New York next week before unveiling outlets in London’s Wardour Street and Shaftesbury Avenue. Otarian will major on claiming to be the world’s first low-carbon restaurant. Press adverts display shots of menu items, accompanied by a strapline such as: “I went for a burrito and stayed to save the planet.” According to Campaign magazine, the group will run a marketing campaign across press, radio and digital media plus outdoor billboards. In London, the campaign will feature the Metro, the Evening Standard and Time Out as well as on London Underground and bus shelter sites. Hugh Baillie, the chief executive of Ogilvy Advertising, said: "Otarian's proposition is hugely compelling from a communications perspective, and gives us the chance to create some great work in a fast-developing business sector." Otarian will be based on a McDonald’s style operation with counters and rapid service. The entrepreneurs behind the venture head the Oswal Group, a diverse investment company with interests in construction, logistics, petrochemicals, property, resources and transport in India and Australia.