# Opulent Champagne Eatery Pop-Ups Krug Champagne Created an Upscale Fish & Chips Pop-Up for London By Rebecca Byers | Published 2015-07-16 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/krug References: [eventmagazine](http://www.eventmagazine.co.uk/pictures-krug-launches-high-end-chippie-covent-garden/brands/article/1356046) Champagne brand Krug recently held a [five-day pop-up eatery](https://www.trendhunter.com/trends/louis-xiii-transforms) located in London's Covent Garden. The [fish and chips-themed activation](https://www.trendhunter.com/trends/st-patricks-daythemed-event), entitled 'Krug and Chips,' included Monkfish cheek curry with french fries and lobster craw wrapped in potato spaghetti with a side of tartar sauce. The event also offered a package that served a [bottle of champagne](https://www.trendhunter.com/trends/limited-edition-holiday-boutique), a dish from the menu, a special gift for each guest and use of one of the event's luxurious private pods to enjoy it in. The event's menu was prepared by chef Tom Sellers. Throughout it's five-day run, the Krug fish and chips shop served approximately 550 guests and was able to drive many of those consumers to the Krug smartphone app. ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 90% | Activity: 88% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Luxury Pop-up Eateries:** Businesses in the food industry can create themed pop-up eateries with elevated dishes and unique experiences to attract more customers and build a stronger brand image. - **Branded Packages and Gifts:** Businesses in the hospitality industry can create special packages that include products or gifts unique to their brand to enhance the customer experience and build brand loyalty. - **Mobile App Integrations:** Businesses can integrate their mobile app with their pop-up events to drive more traffic to their app and increase engagement with their brand beyond the event itself. ### Industries Being Reshaped - **Food and Beverage:** Restaurants and food companies can create pop-up eateries and special menus to showcase their products and attract new customers. - **Hospitality:** Hotels and resorts can create special packages and offer unique experiences to enhance the guest experience and build brand loyalty. - **Technology:** Mobile app developers can create integrations with pop-up events to provide an interactive and engaging experience for customers that extends beyond the event itself. ## Related on Trend Hunter - [Champagne Cafe Pop-Ups](https://www.trendhunter.com/trends/breakfast-pop-up.md) - [Dish-Inspired Plushie Pop-Ups](https://www.trendhunter.com/trends/jellycats-fish-chips.md) - [Art Deco Theater Pop-Ups](https://www.trendhunter.com/trends/theater-pop-up.md) - [Fine Dining QSR Pop-Ups](https://www.trendhunter.com/trends/kfc-degustation.md) - [Double-Decker Bus Tastings](https://www.trendhunter.com/trends/nyetimber.md) - [Floral Champagne Pop-Ups](https://www.trendhunter.com/trends/perrier-jouet-house-of-wonder.md) - [Cherry-Themed Bar Pop-Ups](https://www.trendhunter.com/trends/phlur-and-space-nk.md) - [Experiential Alcohol Pop-Ups](https://www.trendhunter.com/trends/cheoreom-x-krush-somaek.md) - [Late-Night Chicken Shop Pop-Ups](https://www.trendhunter.com/trends/chicken-shop.md)