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From 2021 to 2022, one specific type of restaurant in the US grew by 105%: pop-ups or temporary restaurants. From 2022 to 2023, there were 155% more pop-ups. If you're a foodie in an American city, the diversity of food you can get today is greater than ever before. Why do so many chefs suddenly decide to 'pop up'?

To find out, we spoke to the owners of two pop-ups in New York City to hear their stories. For Jorge Aguilar and Amanda Rosa, chef and co-owners of breakfast taco pop-up Border Town, their story begins during the pandemic. They were unemployed and instead of trying to rent a space and open a brick-and-mortar restaurant, they started working in temporary locations and marketing themselves through Instagram. Eric Huang, chef and owner of Pecking House, a pandemic Sichuan-style fried chicken pop-up turned brick-and-mortar restaurant, told us a similar story.

So how did these restaurateurs pivot during tough times to ultimately find success?

Links and further reading:

Emma Orlow, who we spoke with for this video, is a writer for Eater. You can read her work here: https://www.eater.com/authors/emma-orlow

A great foodie newsletter we subscribed to while making this video: http://sweetcity.substack.com/

Other pop-ups we spoke to: https://austin.eater.com/2024/6/3/24170461/southeast-roadhouse-austin-pop-up-restaurant-asian-american-dining-chains https://natecox .net/BIG-CHUNE-2

Yelp's State of the Restaurant Industry 2024: https://data.yelp.com/state-of-the-restaurant-industry-2024.html

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