Greet & Meet Fellow Foodies at Pop Ups!
Food & Beverage Business Review|June - July 2021
“I believe the purpose of pop up is to create a memorable experience which tickles you to revisit the restaurant again and again”-Chef Harangad Singh, Chef & Founder at Parat
Sharmila Chand

When food is the ice-breaker at exclusive community events, what do you expect?

Plenty of culinary camaraderie, laughter, bonding with like-minded people, the narration of stories, and of course, clinking of glasses. Now that’s truly, a game changer! Yes, Food Pop-Ups have been a Game Changer in the culinary world. Whether it’s about Cheese Tasting or Tea / Coffee Brewing or Chefs offering an offbeat, well-curated multi-course meal, Pop-Ups are experiences one cannot imagine in regular dining at restaurants. They not only give an opportunity to explore different cuisines and cultures in a personal and intimate setting, one also gets to learn and understand various aspects of ingredients and cooking styles.

Known for setting up exclusive pop-ups, Bengaluru based Neha Malik, Co-founder at Conosh beautifully puts it, “Conosh aims to create a friendly environment where kitchen heroes can happily transcend from a kitchen space to a living space; from being not just a creator but to a creator, presenter and narrator.” Through their dynamic platform, the Conosh outfit has been bringing people together over food and culinary conversations. Their buzzing community dining experiences and outdoor events are known for binding like-minded foodies in the city.

Likewise, Mumbai-based Nikita Harisinghani, CEO at Chrome Entertainment has been very active in organizing exclusive pop-ups. She says, “Close to the launch of our upbeat Silly Restaurant, yes, named Silly Community Bar & Kitchen in Bandra, our pop-ups like Picnic Project, The Dessert Garden, Grazia Weekender, Street Food Festival, has been a big hit.”

Philosophy about Pop-Ups

Pradipt Sinha, Director of Food & Beverage, Crowne Plaza Today New Delhi Okhla

“The culture of pop-ups began in the year 2000 in Britain and Australia and it is gradually springing up in the Indian Food & Beverage scenario. It is an excellent opportunity for the chefs to showcase their culinary talent and promote a theme-based concept for a specific time period.

It also gives the restaurant or a brand an opportunity to assess if the concept or the trend is working out for a particular target group or locality. The most exciting part of the pop-up culture is that home chefs are getting the correct platform to showcase the magic of their culinary skills and regional cuisines, thus giving our guests a taste of their culture and preserving it for future generations. This was not possible earlier due to heavy cost involvement.

With the advent of Social Media like never before, the unique & quirky pop-up concept witnesses huge ‘Popularity on social media. Also, the modern guests are well-traveled with discerning palates and are on the lookout for something new every time.”

Chef Harangad Singh, Chef & Founder at Parat

“Pop up is all about showcasing the best of culinary techniques, thought process and culture of the restaurant and giving the feel of the restaurant.”

Sugandha Saxena, Chef Founder - Okhli and Laddooh

“As a Chef, the idea of a pop-up is definitely exciting, but also extremely challenging. My overall philosophy on pop-ups is defined by the cuisine being served and the success of any such venture is definitely the menu. I believe pop-ups for any food business should be a branding effort and never their main bread and butter. In addition, they are a great way to showcase new dishes, innovations, and bestsellers to an audience that usually doesn't frequent the original establishment.”

Nikita Harisinghani, CEO at Chrome Entertainment

“The presence of pop-ups and the popularity surrounding them are continually growing and rightly so because pop-ups are a great platform for entrepreneurs to meet potential customers, engage with them and educate them about their product offering. These days, most small businesses do not have a brick-and-mortar presence, and pop-ups help bridge that gap by bringing brands and potential buyers under the same roof.”

Neha Malik, Co-founder at Conosh

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