Caterers are breaking free from the confines of working within their clients’ visions and instead are putting control back in their own hands through pop-up experiences.
“Pop-ups really aren’t that much different than regular events,” says Dana Buchanan (Primal Alchemy Catering), “but this time we are the ones calling the shots and creating the experience for the guests.”
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 first course, featuring a salad of summer peaches and heirloom tomatoes with burrata, lemon-basil oil, flake salt, and balsamic glace, was enjoyed in the Bissell Corridor. Photo courtesy Janelle Christine Photography
These pop-up experiences (usually ticketed) are a mix between culinary experimentation and guest experience. Think: A five-course holiday meal, an artisan cheese and wine pairing themed to a new art exhibit, or a sit-down family-style feast in the middle of a farm. With pop-up events, caterers are limited only by their imagination.
“It’s nice to have an outlet for creative freedom,” says Chef Itamar Abramovitch (Blossom Catering). “Even though I truly enjoy formal/fine cooking, and I love catering for all our clients, pop-up events allow chefs to prepare food that might not always be on our menu for catering events.”
ourney down the rabbit hole into a culinary wonderland created by Constellation Culinary Group at The New York Botanical Garden’s immersive exhibition, "Wonderland: Curious Nature." For those looking for a Mad Hatter’s experience, the Hudson Garden Grill hosts an enchanting Tea Party on Thursday afternoons, offering visitors the opportunity to bring Wonderland to life with individual pots of tea, delectable savory hors d’oeuvres, tea sandwiches, and an array of sweets. Photo courtesy Steve Legato
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.
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
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 industry; chefs and restaurants are able to build their brand and differentiate themselves through these pre-paid, ticketed experiences that help reduce food waste and deter no-shows.”
During an Alice in Wonderland themed pop-up event at the Waldorf Astoria, guests enjoyed Magic Mushroom Focaccia Toast with herb aioli, whipped miso tahini, and baby arugula during a Mad Tea Party. Photo courtesy Waldorf Astoria Washington DC
The transient nature of pop-ups is meant to generate buzz and create a sense of urgency for potential customers, thus enticing food enthusiasts to seize the opportunity to participate.
“The draw for pop-up dinners and events lies in their exclusivity and novelty,” says Chris Sanchez (LUX Catering & Events*). “Guests are attracted to the idea of a limited-time experience that feels special and unique. The ephemeral nature of pop-ups creates a sense of urgency, encouraging people to attend before the opportunity passes.”
Duck pâté en croute with foie gras from Chef Hoon Rhee was served during a pop-up event at The Philadelphia Museum of Art's restaurant, Stir). Photo courtesy Michelle Corban
“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 Philadelphia Museum of Art hosted a pop-up dinner (at its restaurant, Stir) with chef-in-residence Chef Hoon Rhee featuring a French-inspired, multi-course tasting menu designed to complement and reflect artist Mary Cassatt’s body of work in honor of their exhibit "Mary Cassatt at Work." Shown: Pommes Souffle featuring Royal Osetra caviar, onion ash, and smoked crème fraîche. Photo courtesy Michelle Corban
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.”
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).
How to crush your next pop-up dinner
1. Identify your niche and brand
- Find what YOU do better than anyone else
- What are the passion points you want to convey to a customer?
- What are two sentences that tell what you do?
2. Legal documents and things you need to know
- Register with the state and get an LLC
- Get a solid CPA or learn to love Quickbooks®
- Business insurance is a must
3. Finding hosts for your pop up
- Leverage your network
- Get creative
- Go underground
Information above courtesy Chef Keith Sarasin
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, 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.”
Chef Keith Sarasin founded The Farmers Dinner in 2012. The Farmers Dinner hosts upscale dinners on local New England Farms. Photo courtesy Matthew Lomanno
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 to enhance the overall atmosphere. Ensure the theme is consistent and cohesive throughout the event, not only in food and beverage, but also in the details.
“Think about the whole experience, from beginning to end,” says Buchanan.
M(EAT) CARNIVAL from Blossom Catering (Napa) is unlike any other pop-up event: attendees don’t know where the event will be held until only a week prior, and once they arrive, they are handed a wine glass, a towel, and nothing else. Each pop-up event brings a team of chefs, each showcasing varying interpretations of Mediterranean-American cuisine cooked over a live fire. Each event takes place outdoors where chefs are given ingredients and are challenged to whip up meat-focused dishes on the fly, which is why no two pop-up events are ever the same. As attendees traverse the various stations (sans plates and silverware) they use their hands to grab the food they wish to try while dining al fresco.
The venue where a pop-up event is held is almost just as important as the theming and menu as well.
“Venues that work best for pop-ups are those that offer flexibility and can be easily transformed to fit the event’s theme,” says Sanchez.
The Philadelphia Museum of Art hosted a pop-up dinner with chef-in-residence Chef Hoon Rhee featuring a Korean-inspired tasting menu designed to complement its exhibition "The Shape of Time: Korean Art After 1989." Shown: Yeonggye-baeksuk (chicken, jook, jujube, chestnuts, gamtae). Photo courtesy Michelle Corban
Consider places like museums, art galleries, farms, gardens, rooftops, warehouses, vacant retail spaces, breweries, wineries, and historic buildings. Be mindful though; unique venues bring with them their own set of challenges (more on that in a bit).
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.”
Constellation Culinary Group hosted a pop-up dinner at the Sarasota Art Museum’s Bistro restaurant that showcased creative culinary offerings that were inspired by a recent exhibit, "Chakaia Booker: Surface Pressure and Booker’s Artwork." Each course was inspired by a specific piece from the exhibition. Shown: Chicken al Mattone “Under a Brick” with potatoes and Italian salsa verde. Photo courtesy Sarasota Art Museum
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
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
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.”
During an Alice in Wonderland themed pop-up event at the Waldorf Astoria, guests enjoyed The White Rabbit's Carrot (shrimp salad, piquillo pepper, and carrot tops). Photo courtesy Waldorf Astoria Washington DC
Next, guests enjoyed various sweet treats including: The Pocket Watch (lemon macaron), Alice in Shortbread (lavender orange), The Queen of Tarts (strawberry mousse and coconut custard), Meadow of Flowers Tea Cake (lime and raspberry), Cheshire Gateaux (blackberry cake with banana mousse), and various scones. Photos courtesy Waldorf Astoria Washington DC
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.
Success lies with marketing
For many pop-up events, success begins and ends with how well a company can market themselves and the event. Leverage social media and digital marketing to create buzz and anticipation. Use platforms like Instagram, Facebook, and Twitter to share teaser content, behind-the-scenes glimpses, and event details. Partner with local influencers, bloggers, and media outlets to amplify your reach. Utilize email marketing to engage with your existing customer base and encourage word-of-mouth promotion.
The free, all-ages indoor winter pop-up, Getaway at the Greenhouse, returned this past February at the Fairmount Park Horticulture Center. Hosted by Philadelphia Parks and Recreation in partnership with Constellation Culinary Group, the event featured an obstacle course for the kiddos through a Child's Play Challenge and food and beverage by Constellation. Photo courtesy Constellation Culinary Group
“But you can’t just throw up a post and expect it to influence ticket sales,” says Abramovitch. “You need to understand your demographics and figure out what’s going to draw them in. From there, remember that once is never enough when it comes to marketing an event—generate endless content in all formats—images, video, text—and then get the word out.”
For example, Sarasin relies on the 5, 3, 1 Marketing Principal when promoting his Farmer’s Dinner pop-up:
- Five weeks from the event, launch!
- Three weeks out, remind everyone on all platforms
- One week out, set reminders and email logistics info
Since 2012, The Farmers Dinner led by Chef Keith Sarasin (right) has hosted over 87 farm-to-table events across New England and fed more than 17,000 customers raising over $125,000 for local farms. Photo courtesy Matthew Lomanno
If you’re thinking about offering pop-up events, consider branding them separately from your catering company, helping your marketing to stand out.
“People don’t want to go to catering events, they want to go to chef events,” says Abramovitch.
As the culinary landscape continues to evolve, embracing the pop-up phenomenon can propel your catering business to new heights.
Primal Alchemy (shown, Dana Buchanan, left and Paul Buchanan, right) frequently holds pop-ups at farmers markets and other outdoor spaces. Photo courtesy Primal Alchemy
“Pop-up events are a fantastic way to push the boundaries of traditional catering and offer something truly unique to guests,” says Sanchez. “They provide an excellent platform for caterers to experiment, innovate, and connect with their audience in new and exciting ways. By embracing creativity, paying attention to detail, and staying adaptable, caterers can create memorable experiences that leave a lasting impression. Not to mention, they can create stronger bonds with your clientele and even build or strengthen your client base.”
* LUX Catering & Events and Bold Catering & Design are proud members of the Leading Caterers of America, a consortium of the top catering and event planners throughout the United States and Canada.
