# Gastro Pop-Up Food-focused retail marketing draws in patrons by speaking to their need to eat. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published Dec 18, 2013 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/gastro-popup ## Key Figures - Trend score: 4.0/10 - Evidence articles: 5 ## What is the Gastro Pop-Up trend? **Gastro Pop-Up:** Appealing to the stomachs of consumers, food-incorporated pop-ups create a correlation between needs and wants in the fiercely competitive retail market. In doing so, retailers go a step further in stimulating another sense to better win over -- figuratively and literally -- hungry consumers who also seek novelty and convenience. ## At a Glance - Evidence: 5 featured examples - Articles from: Apr 1 to Aug 5, 2013 - Published: Dec 18, 2013 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Tribalism](https://www.trendhunter.com/megatrend/tribalism) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Gastro Pop-Up trend ### Food-Integrated Retail Marketing Retailers attract consumers by incorporating food into pop-up shops and other retail experiences. ### Self-Sustaining Urban Agriculture Microfarms in upcycled shipping containers use fish and plant symbiosis to grow food in urban areas. ### Experiential Dining Pop-up dining experiences incorporate film, art, and soundproofed dining chambers for the ultimate immersive experience. ## What the Gastro Pop-Up trend means for industry ### For Retail Businesses can incorporate food into their retail marketing strategies to attract consumers and provide novelty and convenience. ### For Agriculture Upcycled shipping containers and symbiotic fish and plant systems offer potential for self-sustaining urban farming solutions. ### For Hospitality Experiential dining offers business opportunities for event planners, restaurateurs, and culinary innovators to create immersive dining experiences. ## Trend signals for Gastro Pop-Up Trend score 4.0 out of 10, from popularity 52%, activity 59%, freshness 8%. - Popularity: 52% - Activity: 59% - Freshness: 8% ## Examples of the Gastro Pop-Up trend 5 featured examples from Apr 1 to Aug 5, 2013. - [Fashion Food Trucks](https://www.trendhunter.com/trends/icecream-van-by-house-of-holland): Henry Holland Transformed an Ice Cream Van to a Pop-Up Store (Category: Marketing) Implication: The fashion industry can incorporate mobile retail pop-ups as a way to reach new audiences and engage their existing customers with unique shopping experiences. - [Pop-Up Urban Microfarms](https://www.trendhunter.com/trends/growup-box): The 'GrowUp Box' Automatically Raises Fish and Plants in a Small Area (Category: Eco) Implication: The GrowUp Box exemplifies the potential of urban farming to address food security and sustainability challenges in densely populated areas. - [Cinematic Dining Experiences](https://www.trendhunter.com/trends/pop-up-dining-experience): This Pop-Up Dining Experience in NYC Blends Fine Food and Film (Category: Marketing) Implication: The hospitality industry can leverage cinematic dining experiences to attract customers and provide unique dining options. - [Medicinal Marshmallow Clinics](https://www.trendhunter.com/trends/marshmallow-apothecary): The Robin Collective’s Offers a Remedy for Easter Chocolate (Category: Lifestyle) Implication: The functional foods trend tapped by The Marshmallow Apothecary has disrupted the traditional food and beverage industry, as consumers prioritize health and wellness. - [Converted Upscale Market Venues](https://www.trendhunter.com/trends/prada-market): The Prada Market is a Grocery Store Turned Event Venue (Category: Luxury) Implication: Opportunity to create unique experiences for clients by incorporating upscale market concepts into event design and branding. ## Recent trend clusters - [Automated Upkeep](https://www.trendhunter.com/protrends/automated-upkeep) (Tech) - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Autumn Teasers](https://www.trendhunter.com/protrends/autumn-teasers) (Business) - [Ambient Assistance](https://www.trendhunter.com/protrends/ambient-assistance) (Tech) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Marketing](https://www.trendhunter.com/marketing)