The trend for temporary shops (or pop-up stores), originally used mainly to sell products by young creators and designers, has gradually spread to food and drink.

Open for a few hours, a few days or even a few weeks, these venues carry a strong, original concept. Whether to test a restaurant idea or for a communication campaign aimed at promoting a brand or a product, temporary food and drink concepts focus on a unique and unforgettable customer experience.

Unlike classic restaurants and bars, temporary venues have limited time to generate enthusiasm among customers.

A concept favoured by drinks brands

The temporary food and drink concept is particularly used by brands, notably drinks brands.

These events go beyond simple advertising by offering customers a real experience. By sharing such a moment with their customers, brands go beyond the traditional brand-customer relationship. They build bonds of trust with them, improve their closeness and share their values.

The liqueur brand St-Germain, for example, took over the Cercle d’Aumale for two days, giving its guests a unique moment in the heart of the private mansion. During these two evenings, several cocktails could be tasted and many activities were set up: cocktail masterclass, fortune teller…

The Moët & Chandon brand, for its part, offers the Moët Grand Day to celebrate its greatest cuvées. Other brands such as Spritz have also adopted this trend!

Exceptional venues reinvented

To generate enthusiasm, pop-up food and drink relies on exceptional venues that will attract customers looking for an unforgettable experience to share on social media.

Pop-up restaurants have the advantage of being able to be set up (almost) anywhere, as long as there is enough space to cook and serve meals. Restaurateurs and brands can then make a lasting impression by taking over an unusual venue that could not host a bar or restaurant all year round.

That is the bet made by the 1664 France brand with the Atelier 1664 at the Cercle LeBrun, setting up a temporary brasserie that welcomed Parisians throughout the month of May. A temporary restaurant run by Les Niçois was also part of the installations planned by the brand.

Other unusual places in Paris offer temporary bars and restaurants, among them the rooftop of the Galeries Lafayette or the roof of the bateaux-mouches embarkation point.

The summer success of the pop-up trend

These venues multiply as soon as summer arrives, because it is almost essential for temporary food and drink concepts to have a terrace or a garden!

The Cercle LeBrun, located in the heart of Paris, has a French-style garden of 500 m². This unique space is the ideal setting to offer an intimate, original venue to the customers of a temporary address. The Cercle d’Aumale, with its multiple outdoor spaces, can host a temporary food and drink concept in its 150 m² garden, but also a bar on its 30 m² rooftop!

With exceptional indoor and outdoor spaces, By Kadrance gives you the opportunity to set up your temporary restaurant or bar concept in a venue that will make guests’ experience unforgettable and thus help your brand shine. Contact our team if you would like more information!