Mobile restaurants follow footsteps of pop-up stores, engage in tryvertising
Implications - Pop-up shops made a big wave in the world of retail last year. While still a favored method by retailers, especially fashion retailers, to promote and test their wares, pop-ups are also gaining attention among food businesses. Portable and with low overhead, these mobile kitchens allow restaurant owners to tryvertise their menus, similar to the tryvertising of traditional pop-up stores. For entrepreneurial chefs, pop-up restaurants may be a better way to kick off business than through heavy investment in traditional, non-mobile establishments.
Trend Themes
1. Pop-up Food Establishments - Portable and low-overhead pop-up restaurants and cafes are gaining attention, allowing for tryvertising of menus and unique dining experiences.
2. Connective Food Apps - Smartphone apps that connect food trucks and carts to customers via social media and maps offer a solution to the challenge of tracking down these mobile eateries.
3. Turnkey Street Food Solutions - Turnkey mobile food solutions like Mobi Munch help business owners launch mobile food trucks and offer a diverse range of culinary options to meet consumer demand.
Industry Implications
1. Food and Beverage - Pop-up food establishments, food trucks, and apps are reshaping how consumers experience and access food, creating opportunities for businesses to innovate with unique dining concepts and technologies.
2. Retail - The trend of pop-up shops has expanded to include food establishments, providing retailers with an opportunity to explore innovative marketing schemes through temporary locations and installations.
3. Mobile Industry - Mobile food concepts have been made possible through the advent of mobile technology that allows for easier tracking of food trucks, mobile payment systems, and other innovative solutions that allow for more efficient food service at events and in unique locations.
