PLANNING THE PERFECT POP-UP (CONTINUED)
“Scarcity breeds obsession,” adds Chef Keith Sarasin (The Farmer’s Dinner). “When someone is offered a one- night-only event, they tend to see the value in supporting a local chef but also getting something truly special.” Pop-ups are truly about giving guests something they couldn’t get anywhere else. The novelty isn’t strictly reserved for guests either. Pop-ups are a great opportunity for chefs and caterers to experiment with new dining concepts or menu items. “As a catering chef in Napa, much of what I love and do is considered formal dining, which isn’t always accessible or preferred for some guests,” says Abramovitch. “[Pop-ups] not only bring a unique and exciting experience for the guests, but it’s also something creative and fun for the chefs. Lots of chefs have the dream of having their own restaurant with their name on the door, and for many, this is a way to achieve that—even if it’s just for a night.”
think of the dining experience and how it can fit the theme,” says Sarasin. “Food is only part of an experience. A terrible dining experience cannot save incredible food. If you are hosting a pop-up you need to make people feel special, because they are.” Think: farm-to-table dinners, immersive environments inspired by fictional worlds (i.e., Moe’s Tavern, Luke’s Diner, the Krusty Krab, or Alice in Wonderland), tasting menus inspired
by museum exhibits, blindfolded dinner experiences, chef tables, and anything al fresco. “There is inspiration everywhere. Part of the fun is creating the experience with a menu to match,” says Buchanan. Incorporate the theme into every aspect of the event, from the menu and décor to the music and entertainment. Pay attention to details like table settings, ambience, lighting, and staff attire
Chef Keith Sarasin founded The Farmers Dinner in 2012. The Farmers Dinner hosts upscale dinners on local New England Farms. Photo courtesy Matthew Lomanno
Make it memorable
Given the nature of pop-ups, they require more emphasis on creativity and innovation, as they are often designed to provide a unique experience. This is where immersive elements such as themes and unique menus become paramount. “It’s about creating a vibe and an experience that engages all five senses,” says Brittany Glover (Constellation Culinary Group). Start by choosing a theme that resonates with your target audience (and what will sell to them) and aligns with your brand. Look at your market and see what’s missing. Also, consider where your passions lie. “The best themes come from a chef’s passion. Once you have a theme,
FALL 2024 ■ CATERSOURCE
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