Brands are launching outdoor, drive-thru, and airy pop-ups during COVID-19
Trend - During the height of government-imposed social and business restrictions due to COVID-19, brands were offering consumers virtual pop-ups. As most businesses have the green light to cautiously reopen now, brands are launching more engaging pop-ups that are safe to attend.
Insight - Due to the severity of the COVID-19 pandemic, many individuals are practicing social distancing, remaining at home, and being cautious when in public. Nostalgic about the entertaining experiences that they got to enjoy without worry prior to the outbreak, consumers are looking for ways to engage once more in such activities while being mindful of government guidelines and placing their health and safety first. As a result, individuals are seeking out experiences that are outdoor or have strong physical distancing rules in place.
Insight - Due to the severity of the COVID-19 pandemic, many individuals are practicing social distancing, remaining at home, and being cautious when in public. Nostalgic about the entertaining experiences that they got to enjoy without worry prior to the outbreak, consumers are looking for ways to engage once more in such activities while being mindful of government guidelines and placing their health and safety first. As a result, individuals are seeking out experiences that are outdoor or have strong physical distancing rules in place.
Workshop Question - How might your brand offer an in-person experience that is safe?
Trend Themes
1. Safe Pop-ups - Pop-up businesses that allow for social distancing and emphasize safety for customers is a trend that developed as a result of the COVID-19 pandemic.
2. Outdoor Experiences - Consumers seek outdoor experiences due to the COVID-19 pandemic and this trend is reflected in the rise of drive-thru, geodesic dome yoga, and RV picnic pop-ups.
3. Drive-thru - Drive-thru experiences are experiencing a resurgence, exemplified by drive-thru guacamole stands and Le Labo on Wheels' airy truck pop-up.
Industry Implications
1. Hospitality - The hospitality industry has an opportunity to leverage the trend of safe pop-ups and outdoor experiences to attract customers in a COVID-19 world.
2. Food and Beverage - The food and beverage industry can innovate and provide safe, drive-thru experiences to meet consumer demand for convenience and safety.
3. Retail - The retail industry can implement drive-thru experiences and integrate a focus on safety to continue to serve customers amidst the COVID-19 pandemic.
