# Pop-Up Eats Mobile restaurants follow footsteps of pop-up stores, engage in tryvertising. By [Katherinev123](https://www.trendhunter.com/katherine), Contributing Editor | Published Jul 29, 2011, updated Nov 15, 2011 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/mobile-restaurants ## Key Figures - Trend score: 4.3/10 - Evidence articles: 8 ## What is the Pop-Up Eats trend? **Pop-Up Eats:** 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. ## At a Glance - Evidence: 8 featured examples - Articles from: Dec 19, 2010 to Jul 18, 2011 - Published: Jul 29, 2011 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Instant Entrepreneurship](https://www.trendhunter.com/megatrend/instant-entrepreneurship), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Themes within the Pop-Up Eats trend ### Pop-Up Food Establishments Portable and low-overhead pop-up restaurants and cafes are gaining attention, allowing for tryvertising of menus and unique dining experiences. ### Connective Food Apps Smartphone apps that connect food trucks and carts to customers via social media and maps offer a solution to the challenge of tracking down these mobile eateries. ### Turnkey Street Food Solutions Turnkey mobile food solutions like Mobi Munch help business owners launch mobile food trucks and offer a diverse range of culinary options to meet consumer demand. ## What the Pop-Up Eats trend means for industry ### For Food and Beverage Pop-up food establishments, food trucks, and apps are reshaping how consumers experience and access food, creating opportunities for businesses to innovate with unique dining concepts and technologies. ### For Retail The trend of pop-up shops has expanded to include food establishments, providing retailers with an opportunity to explore innovative marketing schemes through temporary locations and installations. ### For Mobile Industry Mobile food concepts have been made possible through the advent of mobile technology that allows for easier tracking of food trucks, mobile payment systems, and other innovative solutions that allow for more efficient food service at events and in unique locations. ## Trend signals for Pop-Up Eats Trend score 4.3 out of 10, from popularity 65%, activity 56%, freshness 8%. - Popularity: 65% - Activity: 56% - Freshness: 8% ## Examples of the Pop-Up Eats trend 8 featured examples from Dec 19, 2010 to Jul 18, 2011. - [Gourmet Bustaurants](https://www.trendhunter.com/trends/le-truc-bus): The Le Truc Bus is a Mobile Meal-Serving Restaurant (Category: Autos) Implication: Restaurants and food trucks can take advantage of the growing interest in mobile dining experiences. - [Pop-Up Portable Coffee Shops](https://www.trendhunter.com/trends/nescafe-popup-coffee-concept): The Nescafe Nomadic Cafe Center Gives You Your Caffeine Kick Anywhere (Category: Marketing) Implication: Disruptive innovation opportunity: Introduce innovative concepts, like pop-up portable coffee shops and mobile cafe centers, to attract new coffee drinkers and provide coffee in u… - [Monumental Pop-Up Restaurants](https://www.trendhunter.com/trends/the-cube-from-electrolux): The Cube from Electrolux Invades Europe's Tourist Spots & Mountains (Category: Lifestyle) Implication: Hotels and restaurants can leverage the concept of pop-up dining to attract customers and differentiate themselves from competitors. - [Turnkey Street Food Solutions](https://www.trendhunter.com/trends/mobi-munch): Mobi Munch Helps Prospective Mobile Food Truck Owners Get Started (Category: Autos) Implication: The food truck industry is experiencing growth as more restaurants and entrepreneurs enter the mobile food business. - [Pop-Up Fashion Restaurants](https://www.trendhunter.com/trends/mastermind-japan-x-the-great-burger): Mastermind JAPAN x The Great Burger Serves Up Culinary Delights (Category: Marketing) Implication: Fashion industry businesses can partner with food brands or create their own pop-up restaurants and cafes to create unique brand experiences and reach untapped markets. - [Experimental Food Consulting](https://www.trendhunter.com/trends/taste-lab): Harvey Nichols's Taste Lab Boasts a Stunning Test Tube Chandelier (Category: Art & Design) Implication: Opportunity for disruptive innovation in introducing new food trends and concepts. - [Airplane Meal Tryvertising](https://www.trendhunter.com/trends/air-france-food-truck): Air France Food Truck Dishes Free Airline Grub to the Public (Category: Marketing) Implication: Airline companies looking to promote their food services. - [Ingenious Foodie Apps](https://www.trendhunter.com/trends/foodtruck-fastpass): FoodTruck FastPass is a Smartphone Solution for Mobile Food Carts (Category: Tech) Implication: FoodTruck FastPass is specifically designed for food carts, making it relevant for the food and beverage industry. ## 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)