PLANNING THE PERFECT POP-UP (CONTINUED)
Great for business The temporary nature of pop-ups means that logistics, such as location scouting, permits, and setup, are bit more complex. For example, maybe your venue doesn’t have a kitchen onsite, and you’ll need to build a temporary field kitchen. Ensure that you pay attention to the flow of service, kitchen efficiency, and guest comfort. Smooth operations are vital to the success of a pop-up event. “We depend on checklists to stay organized—and we continue to refine it with each event—and that helps us understand gaps and anticipate issues ahead of time,” says Abramovitch. “The more you prepare for the unexpected, the more smoothly the event will run overall.” With all the added nuance and effort that goes into planning a pop-up event, you might be asking yourself why you should even bother? Well, the answer is simple—with pop-ups, you can: •Temporarily test out menu concepts • Offer high-end, gourmet food at an affordable price • Offer total creative freedom to chefs without a large risk factor • Demonstrate what you do to a whole new set of potential clients, as well as allowing current clients to see you in a new light • Build your own opportunities • Have increased visibility and brand awareness •Tap into the off-season And lastly, they can create a new revenue stream for your business. However, make sure to go in with realistic expectations. “You're not going into this to become millionaires—you just don’t get that with pop- ups,” says Sarasin. “The reality is, you’re doing this because you’re passionate.” With pop-up events, caterers can control the environment, making them the decision-makers and driving creativity. “Ticketed and pop-up events can fill in gaps to keep the kitchen busy and are great for marketing,” says Buchanan. Speaking of marketing, that’s the secret sauce when discussing pop-up events.
The Waldorf Astoria hosted an Alice in Wonderland themed immersive pop-up experience. This afternoon tea featured a delightful array of delectable treats at “A Mad Tea Party.” From savory delights fit for the Mad Hatter’s tea party to sweet temptations that would delight the Queen of Hearts herself, the afternoon tea transported guests to a realm where imagination knows no bounds, where guests encounter fantastical elements such as oversized teacups, playing cards, and whimsical furniture. Photo courtesy Waldorf Astoria Washington DC
FALL 2024 ■ CATERSOURCE
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