Yep, Popups Still Suck
A few months ago, I wrote that we didn’t want to do popups (link).
On a purely economic basis, popups haven’t worked for us, but in fairness, they were at smaller establishments.
We were recently asked if we wanted to do a popup at a very popular, high traffic bar on Friday and Saturday night. We accepted, because we felt it would give us the best possible test for what a popup COULD do for us.
Verdict: It’s not worth it.
It just doesn’t drive enough traffic/revenue to support the effort of producing off site, moving product, setting up, breaking down.
At this point, we feel confident that popups are no longer part of our growth strategy.
Going forward, we may consider popups, but only for building relationships/partnerships or for other non-financial reasons.