PIONEERING POPUPS

The hotel industry is seeking to reboot its repertoire of food and beverage offerings by showcasing chefs and other restaurants through curated popups.

- BINDU GOPAL RAO

Popup events have become a popular trend in the food and beverage (F&B) industry as they introduce diverse and authentic flavours to hotels and unique culinary experiences to guests.

POPUP ADVANTAGE

Popups benefit hotels in several ways, including client and brand building. While in-house chefs get valuable exposure to working alongside experienced and renowned chefs, it also allows them to grasp the art of authentic cooking.

Manav Sudhan, Executive Sous Chef, Grand Hyatt Kochi Bolgatty, says, "These short dining experiences within hotel premises usually focus on one cuisine or chef. It could last from a weekend to a whole fortnight, depending on the hotel and the brand. Here's how it can benefit hotels: Create diverse dining options, attract new customers, try new concepts and more marketing opportunities." 

Prasanna Venkatesh, Director of Food & Beverage, Pullman and Novotel New Delhi Aerocity, adds, "The main aim behind curating a line of pop-up promotions is to bring together the synergies of two brands and showcase the best to our audience. Due to location differences, or busy schedules, many tend to miss out on authentic flavours or new cuisines. Having pop-ups done bridges that gap and offers a new culinary experience. For hotels, the impact is threefold."

CHOOSE RIGHT 

The concept of popups involves bringing in renowned or talented chefs from diverse culinary backgrounds, both locally and internationally, to showcase their expertise and signature dishes for a limited period. So how do hotels choose the chefs and restaurants they want to showcase?