Every few days, we hear of a new pop-up restaurant opening. Some for a few days or weeks, open to public, and others in secret locations for a night or two only. In taking a look at their soaring popularity, let’s consider why diners are hooked and operators continue to offer them.

The Appeal to Diners

Today, people are after the new, the unique. On one hand, dining out is an increasingly everyday occurrence for a growing portion of the population. With that in mind, for special occasions and nights out, however, the average dinner is no longer enough. People are looking for adventure. Guests seek something they can brag to their friends about, or bring them along to. Essentially, pop-ups offer in-the-moment action worthy of Instagram.

The Appeal to Operators

For operators, pop-ups are a great way to test a new restaurant concept. By letting guests have a “trial” of a concept, you’ll get feedback, as casually or formally as you’d like. Operators can then make tweaks, seeing what worked and what did not, before making the financial, energetic and location-based commitment of a permanent brick-and-mortar concept.What’s more, if managed and promoted properly, pop-ups can be quite profitable. Pop-up diners aren’t looking for a deal or everyday value. Guests will pay as much or more than they would for the same meal as a brick-and-mortar experience.Are pop-ups here to stay? Over the years, and ins one markets, pop-up restaurants’ popularity may wane a bit, but this ever-changing style of eating and unique way of presenting food and culinary ideas will stick around in one way or another.Menu photo credit: Soon Lee license CC by SA 2.0