To celebrate the launch of the Chicken Shop range, Birds Eye hosted a chicken shop pop-up to entice late-night snackers. Guests were welcomed into the experience with what looked to be an ordinary supermarket frozen aisle that transformed into a secret entrance. After pushing past the freezer door, guests found themselves in a speakeasy-style lounge with plush seating, and opportunities for gaming or listening to music.
Knowing that people love takeaway as a quick and easy meal, the brand developed its "fakeaway" Chicken Shop range to entice chicken lovers with the same level of comfort and flavor. According to data, Google searches for food deliveries spike between 10pm to 3am, but many fast-food places close up as early as 10:30pm during the week. With fakeaway options like burgers, buttermilk chicken tenders, and fiery chicken chunks, late-night eaters can skip ordering takeaway and avoid high delivery fees.
Late-Night Chicken Shop Pop-Ups
Bird's Eye Launched a New Range with an Exclusive Experience
Trend Themes
1. Late-night Dining Experiences - Creating immersive and exclusive late-night pop-up events mirrors a growing demand for unique after-hours experiences.
2. Secret Entrance Concepts - Incorporating surprise elements like hidden entrances can enhance the overall guest experience and differentiate brands in saturated markets.
3. Fakeaway Food Ranges - Offering convenient 'fakeaway' products allows consumers to enjoy restaurant-quality food at home, catering to the late-night snacking crowd.
Industry Implications
1. Frozen Food Manufacturing - Innovations in frozen food quality and variety are tapping into the convenience-driven consumer market.
2. Experiential Marketing - Engaging customers through unique experiences strengthens brand identity and creates memorable interactions.
3. Late-night Retail - Capitalizing on late-night snacking trends offers lucrative opportunities for retail outlets and food brands that can meet consumer demand.