Business Overview

Pop-up restaurants are temporary ventures that are opened in the larger cities around the country. They're a good way for chefs to gauge public interest in different dishes and drum up more publicity for their brand. pop-up restaurants began as a way for chefs to test the popularity of their dishes without having to invest in a full restaurant. However, the combination of clever themes and limited supply were so popular that they can be used as a stand-alone business venture.

Who is this business right for?

Pop-ups are generally started by chefs, though it’s also possible for a restaurant manager to assemble the talent and coordinate the schedules. But no matter what, all decision-makers will have to be creative in order to generate enough customer interest in the limited-time only restaurant. For those planning to open in several cities around the world, they'll also need to have a very flexible schedule.

What happens during a typical day at a pop-up restaurant business?

A pop-up restaurant will function very much like a regular restaurant, though the routine is likely to be more intense. Owners will need to create the menus, manage the staff, and plan out the next stop of the tour. The increased demand may mean that every table is constantly booked. Owners will have to ensure that all food is cooked properly and served to patrons in a timely manner.

What is the target market?

Pop-up restaurants are often frequented by younger people (e.g., twenties, thirties, and forties) who are looking for something new and innovative in their area. They are the ones who are constantly looking for what's new and exciting, and they tend to have a good deal of disposable income. Middle-aged or elderly people in particularly well-off neighborhoods may also round out a businesses customer base.

How does a pop-up restaurant business make money?

Owners can set the price of their dishes based on the demand in their area, but standard pricing models call for between 3 – 4 times the cost of the raw ingredients.

What is the growth potential for a pop-up restaurant business?

Pop-up restaurants can be a lucrative investment for owners because they can build up their reputation and momentum as they go from city to city. While each neighborhood will have their own response to the food, chefs also have the option to alter their menus to appeal to different demographics and tastes.