# Insect-Infused Pop-Up Eateries Rentokil's Traveling 'Pestaurant' Celebrates the Brand's 80 Years By Rebecca Byers | Published 2015-07-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/rentokil References: [eventmagazine](http://www.eventmagazine.co.uk/pictures-rentokils-insect-pop-up-arrives-cardiff/brands/article/1349901) & [rentokil](http://www.rentokil.co.uk/pestaurant/) 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. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 35% | Activity: 31% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### 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. ## Related on Trend Hunter - [Smart Data-Driven Pest Control](https://www.trendhunter.com/trends/rentokil-initial-plc.md) - [Pest Control NFTs](https://www.trendhunter.com/trends/collection-of-nfts.md) - [Multicultural Pop-Up Restaurants](https://www.trendhunter.com/trends/opentables-dine-london.md) - [Insect Whisky Pairings](https://www.trendhunter.com/trends/a-pairing-with-legs.md) - [Savory Insect Snacks](https://www.trendhunter.com/trends/savory-insect-snack.md) - [Protein-Packed Cricket Bars](https://www.trendhunter.com/trends/cricket-protein-bar.md) - [Insect-Targeted Meatballs](https://www.trendhunter.com/trends/seedballs.md) - [Bug Repellent Pizzas](https://www.trendhunter.com/trends/buzz-off-pizza.md) - [Insect-Based Inflight Meals](https://www.trendhunter.com/trends/zipair.md)