Pop-up restaurants, a trendy yet powerful force in the food industry


By N. Lothungbeni Humtsoe

New Delhi, July 23 (IANSlife): What better way to showcase the diversity of Indian cuisine than through pop-ups? India is known for its diverse culture, appearance and cuisine. We all know how famous Indian street vendors are at this point. Everyone, including office workers and students, appreciates a food innovation that wows them, even if it’s a simplified maggie.

“In my experience, food pop-ups are one of the best things that can happen to the food industry. Many ambitious restaurateurs have the inherent ability to produce Instagram-worthy food, but lack the funding and capital needed to establish traditional restaurants and cafes.

“The concept of food pop-ups in tandem with the factor of going viral on social media, is disrupting the traditional food industry. It is also instilling and encouraging an entrepreneurial spirit in people, which is crucial for the economy. from a mic point of view.

“Food pop-ups have the added benefit of mobility, allowing them to serve locations strategically, while acting as a QSR with commendable serving time,” says food blogger Vishal Bharadwaj.

The food pop-ups have proven to be very effective in terms of creativity and revenue, while creating a fun food idea for visitors, giving a new meaning to eating on the street.

People in the food industry have been extremely vocal about their experiences and according to Maj Dinesh Sharma, Founder and Director of APCA – Academy of Baking and Culinary Arts, “pop-up restaurants are a fashionable yet powerful force The food industry has taken on new meaning with pop-ups, chefs frequently use pop-up restaurants to showcase their culinary skills to a wider audience and potentially attract investors for a future restaurant.

Maj continues to speak to IANSlife about the pros and cons of the concept: “The pop-up restaurant could potentially set up anywhere it’s legal and safe to do so. They’ve been discovered on everything from rooftops of city buildings to interior of barns.

Existing restaurants are usually the best option because all the necessary equipment is already on hand, and the host restaurant can also generate cross-promotion buzz.

Every business has pros and cons, and this one is no exception. It’s a relatively inexpensive way for a chef to gain exposure and start acquainting people with their work or establishing themselves in a new area, but there’s a pretty tight cap on how many people can be present, and you often find that there is more interest than you can accept”

Food blogger Bharadwaj, who believes food pop-ups will thrive with the right infrastructure, such as a food court for street carts, and basic amenities such as hand washing and nearby seating, said: ” The food tastes quite different, to be honest. Pop-ups’ main focus would be towards quantity and cheap price while fancy restaurants look at quality and plating. The crowd differs and that would be one of the main differences.

“For me, I would probably prefer a food pop-up for great Indian or Indochinese fast food and going to a restaurant for great continental food or probably a fine dining experience.”

“Pop-ups are as much a way for consumers to explore their palate with different cultures and cooking styles, as they are a marketing and engagement tool.

“Whether it’s moving and doing a pop-up or having one of my chefs or mixologist friends come to my restaurants/bars and make one, there’s always something new to explore for people, which also makes it a great way to tap into a new audience, while building customer loyalty.It’s also a great way to improve your skills by collaborating with the best and learning some new business tricks. ‘them,’ says chef Tarun Sibal, who recently collaborated for a pop- with Rooh, Delhi around Gourmet casual.

According to Tarun, pop-ups have become increasingly popular, especially after Covid, as they have huge benefits for both – chefs and diners.

He adds, “They bring freshness to an existing menu while providing customers with a unique dining experience. They make restaurants accessible to diners from different geographies and give chefs the opportunity to experience their craft.

“The collaboration of chefs and cuisines from different countries and cities, diverse thought processes, food philosophies, new techniques and ingredients are things that are at stake when we talk about pop-ups. The guests end up being the winners .”


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