팝업 레스토랑의 부상: 성공과 지속 가능성

### 팝업 레스토랑의 부상: 팬데믹이 주도하는 트렌드
* 🍽 팬데믹으로 인해 많은 레스토랑 업계가 적응해야 했고, **팝업 레스토랑이 급증**했습니다.
* 🌮 에릭 황과 호르헤 아귈라 같은 셰프들은 **팝업스토어를 통해 고객들에게 직접 요리**를 선보이고 있습니다.
* 📱 인스타그램은 **팝업을 위한 핵심 마케팅 도구**가 되어 빠르게 팔로워를 확보할 수 있도록 도와줍니다.
* 📈 팝업 수는 **2022년에서 2023년 사이 155% 증가**하며 크게 증가했습니다.
* 😅 팝업을 운영하는 것은 **장시간의 육체적 노동과 높은 수요**를 충족해야 한다는 부담감으로 인해 쉽지 않은 일입니다.
* 🏢 많은 팝업 운영자는 **팝업 성공을 활용하여 고객 기반**을 구축한 후 **오프라인 레스토랑을 열기**를 열망합니다.
* 🌟 팝업은 **셰프와 창업가에게 새로운 기회**를 제공하여 전통적인 방식이 아닌 새로운 방식으로 요리의 꿈을 펼칠 수 있게 해줍니다.
* 🌮 호르헤 아길라르는 팝업 스토어 운영의 만족감을 이렇게 요약합니다: **"타코를 먹는 사람들의 표정을 보면 '와우'라고 말하죠. 그리고 그들이 찾아와서 '정말 감사해요, 음식이 정말 맛있었어요'라고 말하죠. 그 말을 들으면 제 할 일이 끝났다는 것을 알 수 있습니다."**

팬데믹으로 인해 팝업 레스토랑이 급증했으며, 인스타그램은 팝업 레스토랑의 성공과 향후 오프라인 매장의 잠재력에 중요한 역할을 했습니다.

We saw five people already lining up, waiting for me to open. 20 people, 50 people. I just put my head down and started to work making tortillas. Boom, boom, boom, boom. There’s no other way. There’s no other way. According to the National Restaurant Association, in 2021, nearly 90,000 restaurants across the US closed. The pandemic changed everything. The restaurant industry was especially vulnerable. People were unemployed. They had time on their hands, but they were also really strapped for cash. And it pushed a lot of people to develop pop-ups. In 2022, there were 105% more temporary restaurants, or pop-ups, than there were in 2021. And in 2023, there were 155% more than in 2022. While the pandemic certainly didn't create the pop-up, it did lead to an explosion of them. So what does it take to make a pop-up restaurant successful, and is this business model sustainable? I was a sous chef at 11 Madison Park.

I worked in fine dining for almost ten years. That was always my goal, to open my own fine dining restaurant. We were working at a restaurant in Las Vegas. From Las Vegas, they moved us to Brooklyn to open another restaurant before the pandemic. My name is Eric Huang. I am the chef and founder of Pecking House. Jorge Aguilar, and I’m the chef and owner of Border Town. Amanda Rosa and I'm the co-owner of Border Town. I left 11 Madison Park in January of 2020, and then all of a sudden lockdown happened. Everybody's stuck at home. We were unemployed and just had the time. It occurred to me to roll the taquitos in aluminum foil. And I went to try and sell them in the street. I went to Home Depot and carwashes. People try them and say: “These ... these are really good!” Around here, almost nobody has tried tortilas made from this type of flour. And that’s how we started.

Traditionally, people would have thought of a pop-up as more of a space you go to, but due to the circumstances of the pandemic, it became this pop-up that came to you. The pandemic pushed Jorge and Amanda to take to the streets to bring their specialty tortillas and tacos to people, while Eric decided to sell pop-up Sichuan-style fried chicken deliveries from the back of his car. One day we just replied to an ad on Craigslist. That was our first pop-up we ever did. We were like, let's just go for it. And once he kind of got the taste for being able to do our own thing, we just kind of went from there. Instagram specifically has become the biggest tool for pop-ups. Once I committed to the fried chicken recipe, we just told people about it via Instagram. And then it just kind of slowly spread from there. It's the only marketing we've ever done is through Instagram. And again, it was very little by little.

And we got a couple press hits, and it just took off like wildfire. That Rob Martinez video that went viral on Instagram. It's called Border Town. Smoky, spicy, rich. Let's support Jorge’s business and come out next week. Yeah. The following pop-up that next Sunday was lines... The line went until the end of the block. Around the block, it was just two of us making tacos for a ton of people. We could only really deliver to about 120 people a day, which was already a lot. It was crazy and really challenging. The worst thing is disappointing people who have waited. It's just like you never, never want that to happen. And that happened many times... We're at this turning point, though, where a lot of people who were running these pop-ups feel, you know, it was incredible to do it for as long as they've done it, but it's untenable to kind of grow until they decide what the next step is going to be.

Let's take a second to thank our sponsor, Verizon. This month, Verizon Small Business Days are back to help make things a little bit easier. From August 5th to August 11th, you can meet with business experts, get one-on-one advice, free tech checks, and special offers like a free 5G phone when you switch over to their service, so don't miss out. Now back to the video. Pop-ups are incredibly hard to run. It's not everyone's got to be doing that forever. Going up and down, up stairs and down again, setting up tables, all the equipment breaking it down, and then putting it back in the car. That’s the hardest part, I think, the most tiring part of it all. There's not a ton of data on the successes and failures of pop-ups, and that's largely because every small business has different goals. You know, what is the success rate? I can't really answer that.

because I think that's not everyone's goal to be doing a pop-up that turns into a restaurant. There are many pop-ups, like Apocalypse Burger
in Indianapolis, that found success, yet closed their doors to focus on other projects. Or Southeast Roadhouse in Texas, which is a new pop-up from two chefs who previously “popped up” with other restaurants. In some cases,
the limited run is the goal. For so many people, this is the first time that they've ever been able to really dream. The good things about the pandemic is that it shook up the normal order of things. And I think people were just like, oh, we don't... There are no rules. If the pandemic hadn't happened,
we'd probably just be working in someone else's restaurant right now. The pandemic definitely gave us the time, the freedom to just make this happen. There are many storefronts that are opening this year that came from people who built an audience through pop-ups just on Instagram.

which is really exciting. We were kind of a nomadic restaurant for almost a year. It was a whole process of learning how to sign a lease, how to set up insurance, workers' compensation, all these things you never learn as a chef. Then you build a restaurant, and it's, that's a brutal process. The future of Border Town is definitely a restaurant, you know, definitely a brick and mortar. That kind of brought me back to my roots of like, you know, this is what being a chef is really about, is making people happy. I'm very grateful for it. And that's how I met my future wife. So that’s pretty good too. Seeing people’s faces when they eat the tacos, and they say “wow.” And they come and find you to tell you, “Thank you so much, the food was excellent.” When I hear that, I know that my job is done.

Why "pop-up" restaurants are everywhere now

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팬데믹 속 팝업 레스토랑의 부상

팬데믹으로 인해 미국 전역에서 9만 개의 레스토랑이 문을 닫으면서 많은 실직자들이 팝업 레스토랑을 창업하게 되었습니다.

팝업 레스토랑의 수는 2022년에 105%, 2023년에 155% 증가하여 이 비즈니스 모델이 크게 성장하고 있음을 보여줍니다.

에릭 황, 호르헤 아귈라 등 파인 다이닝 경력을 가진 셰프들은 어려운 시기에 대응하기 위해 직접 팝업 레스토랑을 운영하는 방식으로 전환했습니다.

팬데믹으로 인해 전통적인 팝업 스토어는 모바일 벤처로 변모했고, 기업가들은 고객에게 직접 음식을 가져다주었습니다.

인스타그램은 이러한 팝업의 성공에 중요한 역할을 했으며, 주요 마케팅 도구로 사용되어 입소문을 타는 데 기여했습니다.

인기가 급증하면서 수요를 충족하는 데 어려움을 겪게 되었고, 팝업 비즈니스 소유자는 다음 단계를 고려하게 되었습니다.

팝업 비즈니스의 영향력과 다양성

팝업은 물리적으로 힘들고 다양한 비즈니스 목표 때문에 성공률에 대한 광범위한 데이터가 부족합니다.

아포칼립스 버거와 사우스이스트 로드하우스와 같은 일부 팝업 스토어는 성공을 거두었지만 다른 프로젝트를 추진하거나 영구적인 시설로 전환하는 것을 선택했습니다.

팬데믹은 많은 사람들에게 팝업 비즈니스를 탐색하고 올해 새롭게 문을 여는 매장에 대한 팬덤을 구축할 수 있는 기회를 제공했습니다.

레스토랑 비즈니스를 시작하는 여정

레스토랑 오너가 된 셰프에게 임대차, 보험, 산재 보상에 대해 자세히 배우는 것은 쉽지 않은 과정이었습니다.

어려움에도 불구하고 그 경험은 성취감을 가져다주었고 미래의 배우자를 만나게 하는 계기가 되었습니다.

이 사업에서 가장 보람을 느끼는 부분은 훌륭한 음식에 만족하는 고객의 행복한 표정을 보는 것입니다.