# Late-Night Chicken Shop Pop-Ups Bird's Eye Launched a New Range with an Exclusive Experience By Laura McQuarrie | Published 2024-11-21 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/chicken-shop References: [marketing-beat](https://www.marketing-beat.co.uk/2024/11/18/birds-eye-fakeway-range/) & [eventbrite](https://www.eventbrite.com/e/birds-eye-chicken-shop-pop-up-event-tickets-1055233033409)  To celebrate the launch of the [Chicken Shop](https://www.trendhunter.com/trends/birds-eye-2) range, [Birds Eye](https://www.trendhunter.com/trends/birds-eye-crispy-chips) hosted a chicken shop pop-up to entice late-night snackers. Guests were welcomed into the experience with what looked to be an ordinary supermarket frozen aisle that transformed into a secret entrance. After pushing past the freezer door, guests found themselves in a speakeasy-style lounge with plush seating, and opportunities for gaming or listening to music. Knowing that people love takeaway as a quick and easy meal, the brand developed its "fakeaway" Chicken Shop range to entice chicken lovers with the same level of comfort and flavor. According to data, [Google](https://www.trendhunter.com/trends/hume-pod) searches for food deliveries spike between 10pm to 3am, but many fast-food places close up as early as 10:30pm during the week. With fakeaway options like burgers, buttermilk chicken tenders, and fiery chicken chunks, late-night eaters can skip ordering takeaway and avoid high delivery fees. ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 58% | Activity: 62% | Freshness: 31% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Late-night Dining Experiences:** Creating immersive and exclusive late-night pop-up events mirrors a growing demand for unique after-hours experiences. - **Secret Entrance Concepts:** Incorporating surprise elements like hidden entrances can enhance the overall guest experience and differentiate brands in saturated markets. - **Fakeaway Food Ranges:** Offering convenient 'fakeaway' products allows consumers to enjoy restaurant-quality food at home, catering to the late-night snacking crowd. ### Where This Applies - **Frozen Food Manufacturing:** Innovations in frozen food quality and variety are tapping into the convenience-driven consumer market. - **Experiential Marketing:** Engaging customers through unique experiences strengthens brand identity and creates memorable interactions. - **Late-night Retail:** Capitalizing on late-night snacking trends offers lucrative opportunities for retail outlets and food brands that can meet consumer demand. ## Related on Trend Hunter - [Fakeaway Frozen Chicken Products](https://www.trendhunter.com/trends/birds-eye-chicken-shop-range.md) - [Fakeaway-Style Frozen Products](https://www.trendhunter.com/trends/birds-eye-2.md) - [Frozen Coated Chicken Lines](https://www.trendhunter.com/trends/moy-park.md) - [Takeout-Inspired Frozen Fries](https://www.trendhunter.com/trends/birds-eye-crispy-chips.md) - [Plant-Based Billboard Takeovers](https://www.trendhunter.com/trends/plant-based-billboard.md) - [QSR Hotel Pop-Ups](https://www.trendhunter.com/trends/kfc-staycation.md) - [Fakeaway Frozen Meals](https://www.trendhunter.com/trends/inspired-cuisine-munch-box.md) - [Fakeaway Grocery Store Products](https://www.trendhunter.com/trends/iceland-foods-products.md) - [Ready-to-Cook Restaurant-Inspired Products](https://www.trendhunter.com/trends/tesco-taste-shack.md)