Pest control brand Rentokil recently celebrated 80 years of business with a clever insect-themed pop-up eatery. The 'pestaurant' took place on June 3, also known as Global Pestaurant Day, a holiday created by brand.
The unusual pop-up may not exactly entice the appetite of everyone, the Rentokil brand is surely given a boost by the stunt. Having premiered in London in 2013, Rentokil hopes to extend the pop-up concept and continue its tour throughout the UK.
The Rentokil 'pestaurant' menu includes such items as salt and vinegar crickets, chocolate-covered mixed bugs and Mexican-spiced meal-worms. The pop-up featured Andy Holcroft in the kitchen, who will be opening Britain's first permanent insect-based eatery in Wales at the end of 2015. Other destination's for the Rentokil event include Boston, Istanbul and Oslo.
What's Driving This Trend
- Insect-based Food
- The rise in popularity of insect-based food creates opportunities for innovative menus and sustainable protein sources.
- Pop-up Restaurants
- The trend of pop-up restaurants allows brands to create unique and memorable dining experiences, attracting attention and increasing brand awareness.
- Gourmet Experiences
- The demand for unique and adventurous dining experiences presents opportunities for chefs and businesses to create gourmet insect-infused dishes.
Who This Affects Most
- Food and Beverage
- The Food and Beverage industry can capitalize on the trend of insect-based food by offering innovative and sustainable menu options.
- Hospitality and Tourism
- The Hospitality and Tourism industry can leverage the trend of pop-up restaurants to attract tourists and create unique dining experiences.
- Restaurant and Catering Services
- The Restaurant and Catering Services industry can tap into the demand for gourmet experiences by incorporating insect-infused dishes into their menus.
