Mobile restaurants follow footsteps of pop-up stores, engage in tryvertising
Implications - Pop-up shops made a big wave in the world of retail last year. While still a favored method by retailers, especially fashion retailers, to promote and test their wares, pop-ups are also gaining attention among food businesses. Portable and with low overhead, these mobile kitchens allow restaurant owners to tryvertise their menus, similar to the tryvertising of traditional pop-up stores. For entrepreneurial chefs, pop-up restaurants may be a better way to kick off business than through heavy investment in traditional, non-mobile establishments.