3 Common Mistakes Pop-Up Restaurants Make and How to Avoid Them
Opening a pop-up restaurant can be an exhilarating yet challenging venture. Insights from leading voices in the industry, including a CEO and a Director of Marketing, shed light on common pitfalls. This article explores three critical pieces of advice from experts, starting with the importance of creating buzz before launching and concluding with defining your target audience. Equip yourself with these essential insights to ensure the success of your pop-up restaurant.
- Create Buzz Before Launching
- Research Location and Traffic Flow
- Define Your Target Audience
Create Buzz Before Launching
One common mistake pop-up restaurants often make is underestimating the importance of effective marketing. I once saw a pop-up that had amazing food but struggled with attracting customers due to poor social media presence. At Edumentors, we always emphasize the power of clear communication. My advice is to create a buzz before launching and maintain it through engaging content and customer interaction to build anticipation and loyalty. This approach can lead to better attendance and success.
Research Location and Traffic Flow
Some of the most common mistakes when an operator decides to open a pop up include not researching the location well enough to understand traffic flow and awareness building and then marketing correctly.
Let's assume that the operator vetted out the location for zoning compliance (often overlooked), the operator needs to look at the local draws (anchor retail, amusement, Universities). A pop up generally repurposes a vacant, second generation space, an operator needs to understand the what cuisine was served, inquire why the operation is no longer there, make sure the space is conducive to their intended guest experience, walk the neighborhood to understand dayparts and then ask the hard question of oneself, will my pop up be received by the neighborhood.
If the answer to that question is yes, then they must identify how they will let potential customers know that they are there. Like when starting a brick & mortar, develop a marketing plan specific to that location. Components that should be included are - social media platforms, will there be paid ads, high quality photos of the food and location, identification on the website and clear signage on the outside of the building.
These are just two common mistakes, others include but not limited to: regulatory compliance, branding, staffing, financing (capital) and purchasing.
Setting up a pop up for success takes the same approach if a restaurateur is opening a brick & mortar, intentional and specific detailed research with a business plan that outlines each aspect of their business including financial projections.
Define Your Target Audience
Pop-up restaurants often err by neglecting a clear marketing strategy that defines their target audience. Enthusiasm for creating unique dining experiences can lead to wasted resources and missed opportunities. In affiliate marketing, understanding your audience is crucial for effective promotions. Without identifying whether the target audience is food enthusiasts, health-conscious diners, or local community members, achieving successful collaborations becomes challenging.
