It is the moment of street food and pop up* restaurants. It is time to enjoy the pleasure of the ephemeral, of uniqueness experiences that today happen in a place and tomorrow in other one. No commitments, no continuity, carpe diem touches to the doors of the business of food and beverage. According to the experts in the sector, the gastronomy is achieving a curious change of route from the exclusive and elegant tastings of table and tablecloth, to the amusing, casual, street and rabble, lasting a blink of an eye.
For some time, chefs, distribution, new entrepreneurs and franchises, are betting on initiatives street food or very informal culinary experiences. Last San Sebastián Gastronomika fair parked two vans in the entrance, where assistants and walkers could taste the best Londoners hot dogs Londoners by James Knappet chef (Bubble & Dogs), while the Spanish chef Albert Adriá presented in an amusing format its”Spanish dogs by Albert Adriá“. Also under the inspiration of MadridFusión 2014, Makro created a Competition Street Food recipes for students of food and beverage, confirming with a jury of the size as Ricard Camarena, Ricardo Sanz, Pepe Solla and Nacho Manzano that street food can be very creative.
The car ice creams and desserts Rocambolesc by Jordi Rock (Celler of Can Rock- number one of the gastronomy world), the finger food of street food of StreetXO by the media David Muñoz ( DiverXO 3 Michelin stars) and the foodtruck of doggies and hamburgers by Koldo Royo (1 Michelin star), they confirm that this type of culinary proposals also convince to the elite of the food and beverage. The trend seems to be extended enthusiastically: in just one month, in Barcelona, will take place the first international festival Eat Street , a meeting of chefs and foodies in favour of street food.
Food and beverage pop up, a model of flexible business
As a street stall moves from one site to another in the city, another amusing tendency are the pop ups restaurants. A concept of temporal restaurant that continues the tendencies of retail (stores and occasional street markets) and that they could be defined as “removable” restaurants or cooking without fixed location. In the most recent edition of MadridFusión, the chef José Ramírez-Ruiz presented his model of pop up restaurant with consolidated success: Chez José, in Brooklyn, NYC. Chez José shares location with another business with a profile and customers completely different. The menu is made – that it is a surprise for customers- in a flat and then it is moved to the establishment where it is served. Chez José only “appears” at night to a maximum of twelve lucky that make their reserve by internet.
The attractive of these restaurants lies in the singularity of the location, scarce durability in time and, of course, the low price they have. It runs less risk than a traditional business, therefore the investment and the commitment are smaller, but it is essential to perform powerful marketing actions and online communication , to convey to potential customers anavant-gardeand attractive proposal.
In Spain the trend takes hold in 2014. Some experiences are known as The Secret Room , a beauty salon that worked as hairdresser in the morning and as restaurant at night, it remains standingWe pop!, While in Madrid there are domestic models as The secret cooking, among many other formats.
The pop ups models are as diverse as the creativity of the developer of each gastronomic experience. The main idea is to convert food and beverage in something amusing in which they live together live show cooking, meeting after works, and tastes. Whether on the street or in ephemeral restaurants, food and beverage definitely poses new challenges.
* They are temporary restaurants located in atypical places. They work during a short period of time and they make known thanks to new communication technologies and especially to social networks