PLANNING THE PERFECT POP-UP (CONTINUED)
Pop-ups aren’t strictly defined as ticketed events, however; pop-ups can also mean utilizing a singular menu concept repeatedly across multiple dates throughout a defined timeframe. For example, corporate offices or museums may showcase a chef-in-residence at their in-house cafes and restaurants, or university dining services may feature a themed dining experience (such as a pasta or pizza pop-up). “With this model caterers should focus the food and experience into a singular focal point,” says Ryan Whitten (Bold Catering & Design*). “Don’t add more components, just figure out ways to modify and change while limiting your item count.” Where exclusivity meets experimentation Today’s clients are looking at brand activations, immersive themed experiences, and pop-ups as the new frontier of engagement, says Constellation Culinary Group. According to Eventbrite, the experiential diner is driven by the desire to be immersed in something new and cost is not a factor: three in four (75%) believe it’s simply worth paying more money for a unique dining experience. They seek an unexpected, memorable location (76%), a surprising menu or theme (84%), or a one-of-a-kind experience (74%), and these events provide the experience guests crave and are willing and eager to pay top dollar for. “The current generation of foodies views food as an experience, not just a meal, and is highly focused on the social and one-of-a-kind, ephemeral qualities that this new wave of events offers,” said Sarah Hoffman, head of food and drink marketing at Eventbrite, in an article. “It’s a win for guests who get to experience chefs at their most creative, but also for
The Meijer Gardens Culinary Arts & Events at Frederik Meijer Gardens & Sculpture Park hosted a one-of-a- kind pop-up dinner where guests enjoyed four courses (each in a different picturesque location throughout the space). The third course, featuring Blueberry Butterfly Pea Flower Cheesecake with blueberry-lemon compote and pepita brittle, was enjoyed overlooking the Tassell- Wisner-Bottrall English Perennial Garden. Photo courtesy Janelle Christine Photography
FALL 2024 ■ CATERSOURCE
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