Consumers are enticed by brand pop-ups rooted in pop culture
Implications - As a means of engaging consumers in an organic and memorable way, brands have begun creating nostalgia-driven dining concepts set in fictional worlds from popular films and television programs. Proving that there is an opportunity to market modern products and services through nostalgic pop cultural references, such themed restaurants create an immersive experience that highlights the innate habit in consumers of romanticizing the past.
