One of the main ideas we push at The Rail is the restaurant guest experience. How can restaurants improve the guest experience? What is hurting your guests’ experience? What’s the experience like at your restaurant? Because at the end of the day, your customers matter above all else. You can be the savviest financier, have the best menu, or a prime location, if your guests don’t enjoy being at your restaurant your business is doomed.
One sub-category of our industry that really wins at the guest experience is the pop-up restaurant. Doesn’t matter if it’s Game of Thrones-themed or if it only serves ramen, pop-ups win the guest experience game.
And it’s little surprise. Pop-ups are there and gone in a flash. They don’t have the luxury of long-term marketing. They need to grab consumers’ attention and win fast. And they do that with a top-notch guest experience and leaning heavily on modern marketing tactics.
Here’s why pop-restaurants succeed and what they can tell us about the guest experience.
Pop-Up Restaurants are Novel
Source: Reddit
Pop-up restaurants really lean into the novelty factor. Some of the more popular ones have been the Game of Thrones pop-up and the Pokemon pop-up, but we’ve also seen a “spy bar” and a nude restaurant pop-up also get a ton of attention and media coverage.
The fact that these restaurants are so unique really pique interest among diners. Sure, leaning heavily into popular franchises like Gilmor Girls and Pokemon definitely help bring bodies through the door, but that’s not the only reason. These themed pop-ups go the full mile with their décor and menu.
For example: The Game of Thrones pop-up restaurant was built to look like a medieval fantasy mess hall. Décor included the Iron Throne, display weaponry, suits of armor, and banners & tapestries hanging from the wall and ceiling. The menu also matched the theme, with food and drink ripped straight from the books & show.
Independent restaurants can also lean into the novelty factor. We’re not saying turn your restaurant into a spaceship or anything full-time, but you can host regular themed events that’ll grab guests attention and into your seats. It can be as simple as throwing a killer Halloween party in October or perhaps something a little more outside the box. Make sure your décor and menu match the theme, and have a photobooth or photo area available with accessories for your guests to wear and share on their social media accounts.
If you need help, partnering up with a local events company that have the creative skill and business contacts isn’t a bad idea either.
Pop-Up Restaurants are Fun
Source: Metro
Whether it’s pretending to be dining in Westeros or donning a disguise to order a drink, pop-up restaurants turn their fun meter to the max. And when it comes to winning the guest experience, fun is king.
For example: The Bletchley was a spy-themed pop-up bar in London. Once inside the bar, guests were given codenames and had to use World War II-era cipher machines and puzzles to crack codes in order to place drink orders. Its mix of theme and a game made for a fun adventure for guests. It was so popular, that the pop-up had a 7,000-person wait list.
Independent restaurants can also leverage the fun factor. Perhaps you can turn your bar into a speakeasy. Publish secret codes in your email and social media marketing materials about the event, including the password to get in (though you may want to let your staff give walk-ins hints while they’re in line). Or you can go simpler and host a board game night. Maybe run an eSports tourney.
They Leverage Social Marketing
Unique pop-up bars and franchise-themed pop-ups definitely get a ton of media attention. It’s much easier when you have the PR power and budget to make a traditional media campaign push. But that doesn’t mean pop-up bar operators don’t understand the power of word-of-mouth marketing, including social media.
This is because your most powerful weapon in your arsenal is your guests’ experience. If they’re having a great time, they’re going to tell their friends.
Maybe you can throw a Beach Party in the dead of winter. Have a kiddie pool, a sand box, and a fun beach backdrop to help set the mood. Be sure to include some fun summer props like sunglasses, shovels, and bodyboards. Your guests will want to take photos of them having “fun at the beach,” so look for a natural spot to put your restaurant’s logo in there. Maybe on sandcastle buckets or beach umbrella, etc. When they share the photos, you get instant exposure to their friends and followers.
Encourage your guests to tag your account or use a special event hashtag. This will allow you to easily find the photos and share them on your own accounts. You can even turn the photos into a contest, choosing winners among your favorite pics and videos.
