Just yesterday, the Goodies Cuisine Cafe & Bistro in the Da’an district of Taipei hosted an In-N-Out pop-up. While the American burger chain has more than 300 locations in the US, the company has yet to expand internationally. This pop-up event gave Taiwanese consumers a limited-time opportunity to sample the popular burgers.
The In-N-Out pop-up ran from 11AM until 3PM on April 7th. The pop-up served some of the chain's most popular dishes, including the 'Double Double' burger, the 'Animal-Style' burger and the 'Protein-Style' burger. The last time the chain opened a pop-up in Taiwan, all 300 burgers sold out in less than two hours. Even more impressive, the 2012 In-N-Out pop-up in Singapore sold out of its entire menu in just five minutes.
While the chain has no plans to open a permanent restaurant in Taiwan, the pop-ups helps to promote brand awareness abroad.
Taiwanese Burger Pop-Ups
The New In-N-Out Pop-Up Brings the American Burger Chain to Taiwan
Trend Themes
1. International Pop-up Shops - Brick and mortar retailers can drum up hype for international expansion by hosting limited-time events in new markets.
2. Fast Food Globalization - Fast food chains who have yet to expand internationally can test the waters by hosting pop-up events abroad before investing in permanent locations.
3. Cultural Cuisine Fusion - Pop-up collaborations between fast food chains and local restaurants can introduce new culinary experiences to consumers in foreign markets.
Industry Implications
1. Fast Food Industry - Fast food chains can experiment with new markets and get consumer feedback on dishes without investing in permanent locations.
2. Restaurant Industry - Local restaurants can partner with fast food chains to introduce new menu items and potentially attract new customers.
3. Event Planning Industry - Event planners can work with brands to create buzz around their pop-up events and help increase brand exposure in new markets.