Creating a Successful Pop-Up Restaurant: Locally Sourced, Seasonal, Cultural Themes, and Effective Marketing
How to Create a Pop Up Restaurant in Pittsburgh
There are a lot of costs associated with opening up your own restaurant. From a starting cost to business taxes, these expenses can add up.
NEXTpittsburgh’s Digital Editor loves a good pop up and is always on the hunt for the next big thing. Follow her on Instagram! She can be found laughing too hard at TikTok videos.
1. Locally Sourced Ingredients
Sourcing local ingredients is a great way to bring unique flavor and flair to your restaurant menu. These foods also tend to be healthier than their non-local counterparts, and many customers are willing to pay more for the higher quality.
The push for locally sourced food has also grown in recent years due to environmental concerns. By purchasing from local growers, restaurants can cut their transportation costs and reduce the amount of carbon emissions they produce.
There are some upfront costs to consider when opening a pop up restaurant, including the legal fees and licensing needed to start up a business. Having these expenses sorted out early can help prevent any surprises down the road, and also gives you more time to focus on planning your business. Another important expense to consider is marketing, which can be a huge part of your success as a new restaurateur. Investing in a good marketing program early can help you maximize your ROI and get the word out about your upcoming events.
2. Seasonal
The seasons are an important factor in food prep for any restaurant, and a great way to keep menu items fresh is to work with seasonal ingredients. This also helps to keep the cost of ingredients down, especially when you are using high-quality ingredients.
For example, the James Beard semifinalist Fet Fisk has been popping up around Pittsburgh to bring Nordic-inspired fare until its permanent location opens in Bloomfield. Their Belly Basket dinners feature interesting pairings and a ticketed event for a special tasting experience.
Other pop-ups are celebrating seasonal holiday themes. A Christmas-themed bar called Miracle on 6th will open in December with a tree, a gift shop and thoughtfully-named novelty cocktails.
Other pop-ups are bringing food and fun to different neighborhoods. Pittsburgh Opens is a happy hour event that features food, drinks and activities for Downtown workers and residents. It takes place in the heart of Pittsburgh’s restaurant row. The event also includes axe throwing, music performances and a new outdoor space that has a beer garden, tiki bar and 21-tap beer wagon.
3. Lean Into Your Culture
Theme-based pop-up restaurants can be a great way to draw in customers and create buzz. Theme-based events often involve a unique experience, such as a murder mystery dinner or a haunted tavern. Themes can also be used to create a more intimate atmosphere, like a dinner for couples or a family.
Thematic events also allow you to showcase your restaurant’s personality and brand. The ambiance you create can be as important as your food, so take some time to think about what kind of atmosphere you’d like to create.
You’ll also need to consider how much your setup will cost. For instance, you’ll need disposable dishes and utensils, so make sure to budget for that. You’ll also need storage for ingredients and marketing materials. The costs will vary depending on where you plan to open your pop-up restaurant. This includes local licensing requirements and zoning restrictions. You can search online for more information about these requirements.
4. Marketing
Marketing is a vital part of any restaurant business, but it can be especially tricky when you’re a pop-up. Many restaurants find that they can’t relate to a specific location, so they need to make sure their marketing is universally applicable. That means using evergreen content and focusing on the parts of their business that can’t change with every event.
In addition, they need to ensure their marketing is visible and relevant. This may include things like making their website SEO-friendly and using boosted social media posts to reach a wide audience.
Lastly, they need to understand their target customers and how to attract them to the restaurant. This can be achieved through servicescape strategies, such as providing a unique dining experience or creating an environment that is memorable. For example, Pittsburgh chef Nik Forsberg’s traveling pop-up Fet-Fisk uses a unique dining experience to create a loyal following that could lead to a permanent space in the future.