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The Resurgence of Restaurant Pop-Ups

How Crispy is returning for a third time to Krog Street Market by taking advantage of Ticonderoga Club’s “Never Wednesday” policy. This pop-up partnership is a perfect example of the mutually beneficial business tactic that also provides a sense of excitement for customers. These three factors are leading to another rise in popularity for restaurant & food pop-ups. I explain in more detail how pop-ups not only help smaller businesses, but also the more established business through creative collaborations below.

Restaurant pop-ups, or temporary openings, are nothing new in the food world, but they are rising in popularity once again as a creative tactic to help businesses survive the hardships of 2020. This resurgence is made capable by the rare instance of equally beneficial outcomes for both parties involved. Pop-ups allow established businesses with off days, or a lack of business(whether mandated by lockdowns or otherwise) the ability to offer their space to a smaller business willing to pay a price for the day. Take Ticonderoga Club’s “Never Wednesday” policy that allows them to remain closed every Wednesday. They’ve now offered it to How Crispy’s team on a semi-regular basis to help provide the public with amazing chicken sandwiches on a day where the restaurant would usually be closed.

How Crispy also benefits from this partnership greatly as well by having a physical location to sell their goods while also keeping their overhead relatively low. Obtaining and maintaining a brick and mortar location is one of the hardest parts of the restaurant industry that causes new businesses to usually close within one year of their opening. Pop-ups allow smaller businesses to gain a following and regular clientele without having to simultaneously make enough profit to pay rent every month. This method can lead to better longevity for newer businesses by providing a steady revenue and notoriety before the need for a lease. What makes food pop-ups interesting though is the third factor of how customers interact with something that is limited and new.

People are driven by the new and exciting, even before the time of covid and lockdowns. The possibility of missing out is what led to the rise of modern sneaker culture and the resell market, and is even more profound when coupled with something that can’t possibly be resold(insanity withstanding). Therefore when news comes out that something limited is coming to Krog Street Market on a random Wednesday, someone who may not usually venture out on those particular days may change their routine to experience something that they may otherwise miss. The same way collaboration adds excitement to a streetwear brand’s fans, it can also lead to excitement for people looking to spice up their choice of food for the day.

I personally hope that other businesses follow suit, and allow more upstart businesses the ability to reach the masses through their spaces. Because no matter how things go in the future, everyone has to eat, but it is a little better when everyone gets to try new things and add excitement in any way. We will definitely need it. Thanks for reading.

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