​Could rotating pop-ups work for you?

“I don’t have restaurants anymore; I have websites.” That’s what Mike Friedman, chef at the Washington, D.C. Italian restaurant Red Hen, told Eater recently. Last summer, Friedman and his partners at Red Hen and two additional restaurants didn’t feel safe bringing guests back indoors to dine – even when it was allowed – and they instead reinvented their business model to fit the times. That has meant making food that practically generates its own online content. On a rotating basis, the partners launch new pop-up concepts around different regions of Italy and offer food and wine from that region for takeout and delivery. The regularly changing pop-ups create new content for their social media and email newsletter. (What guest wouldn’t want to check out how they are integrating Sicilian citrus into their menu or what red wine will be paired with their Tuscan-themed pop-up?) In the current environment when guests aren’t coming to dine inside your restaurant, can you flip the script and make your website, social media and newsletter create the kind of vibe and excitement around your food that you once thought could only be experienced onsite? The benefits of rotating pop-ups include being able to use a simple, scaled-down menu for a set period of time, having ongoing reasons to get in touch with your customers and promote what you’re doing on a regular basis, and securing a steady stream of customers. You can entice customers with new options – and convince them to order from you now, before their current favorites rotate off the menu.