Have you been thinking about testing a new concept or expanding your restaurant? A pop-up restaurant is a great way to do both without the commitment of opening a permanent location.
With the potential cost of opening a full-scale restaurant running in the hundreds of thousands of dollars, a pop-up's main advantage is its limited scope and lower cost.
Since it's less of a commitment, pop-up owners aren't forced to invest as much time and money in opening as they might for a typical restaurant. A pop-up restaurant is also a fun and creative way for chefs and restaurateurs to test out new concepts on eager diners.
So you have an idea for a pop-up, but you're not sure how to get started with opening one? Here are nine steps you can follow.
1. Set your objective
While pop-up restaurants have "popped" in popularity, why are you opening one? To start, define your specific goals and desired outcomes. Are you testing out a new restaurant concept? Exploring an up-and-coming neighborhood? Expanding your customer base to a new area? Or experimenting with a new type of cuisine? Whatever the reason, you're much more likely to achieve success for your pop-up with a clear statement of goals in a business plan from the beginning — as well as pre-determined metrics for measuring success.
2. Secure the right location
Even if it's temporary, you'll need to choose your location early on in the planning process. Conduct a little research to find the ideal spot for your pop-up. Where do you see the bulk of foot traffic in your area? Is there a sizable population of students nearby that are eager to try new things? Or maybe a downtown location with a steady lunch crowd? Some cities, such as San Francisco and New York, have dedicated spaces for pop-up restaurants, so it's easy to find a spot to rent. Oftentimes, unusual locations — an old airplane hangar, a rustic barn in the country — can be part of a pop-up's appeal. Alternatively, you could team up with a brewery or other local business and snag a space in their location, or consider setting up shop in a local food hall. You just need a place where it is safe (and legally permitted — see step #3!) to cook and serve food.
3. Apply for permits and licenses
There's some paperwork and red tape involved in opening a pop-up, but if you create a checklist and are diligent about following through on it, you can make headway pretty quickly. The following list outlines the general necessary permits and licenses, but be sure to check with your local municipality on specific paperwork needed:
Business Name Registry
Business License
Employer Identification Number (EIN)
Certificate of Occupancy
Food Handlers Permit
Building Health Permit
Employee Health Permit
Seller's Permit
Resale Permit
Live Entertainment License
Liquor License
Music License
Dumpster Placement Permit
It's worth noting that food trucks are regulated differently than pop-ups, requiring a different set of permits and licenses. Contact your local county website to learn about requirements in your area to ensure compliance with local regulations by securing food handling and alcohol permits.
4. Create a budget plan
The next step is to arm yourself with a pop-up restaurant budget plan. To the best of your abilities, try to estimate your pop-up's income and expenses — either weekly or monthly. You can either start with labor or with food and alcohol, as both of those categories will be some of your largest expenses. For income, you'll need to wait until you've finalized your menu and pricing, but you can start by determining whether you'll offer seated dining or takeout only. If the former, look at how many people you can seat, how much they will spend, and how quickly each table will turn over. Either way, remember to factor in your expected pickup and delivery sales as well. For more extensive budgeting information, read our blog post on how to create a realistic budget that includes startup costs, staffing, and marketing.
5. Curate a menu for pop-up dining
Based on your staffing plan and location, you can then determine the ideal number of items you want to offer for sale. Make sure you offer a variety of price points for your dishes, too — satisfying the bargain-hunters as well as those looking to splurge. Keep in mind that most pop-ups offer a smaller menu than full-scale restaurants. Many also experiment with prix-fixe pricing to further simplify the operation. Since customers who frequent pop-ups are often looking for something new or unique, they may be more open to paying a set price for the meal rather than paying per dish.
6. Market your temporary restaurant
Due to their temporary nature, pop-up restaurants rely on marketing more than any other type of restaurant — primarily through social media, though also through other mainstays like word-of-mouth and local press. Just because this step is last on the list doesn't mean you shouldn't start thinking about it from day one. Use social media to build buzz and draw local attention. Photograph your signature dishes, befriend local influencers, and advertise your menu or daily specials on Instagram, Facebook, and Twitter. Marketing and promotion will be key to your pop-up's success.
Tip 7: Leverage restaurant technology
First impressions matter, especially for customers visiting a new restaurant. Incorporating online ordering systems or a mobile payment solution helps ensure smooth service, streamlines operations, and keeps customers happy. Here are the most impactful restaurant technology tools to add to your tech stack:
Point of sale software
Integrated online ordering platforms
Kitchen display systems
Automated payroll tools
Employee scheduling apps
Inventory management systems
Email marketing platforms
Customer relationship management software (CRMs)
Restaurant reservation systems
Restaurant phone answering systems
Self-serve ordering kiosks
Restaurant analytics platforms
Tip 8: Partner with a delivery service
Consider offering delivery options to expand your reach through platforms like DoorDash. According to DoorDash's 2023 Community Impact Report, here are the top benefits of partnering with a third-party delivery service:
Reach new customers: 87% of US merchants surveyed said DoorDash helps them reach new customers.
Grow sales: 91% of merchants said their new customer growth would have been lower without DoorDash.
Increase brand awareness: 74% of customers have used DoorDash to order from restaurants they otherwise would never have tried, with 79% making repeat orders.
Tip 9: Track performance metrics
Without a permanent space, it can be challenging to track a pop-up's success. But it's essential for pop-ups to know what’s working and where to improve. Restaurant performance metrics including sales data, customer satisfaction, and marketing are essential to help you track goals, optimize operations, and boost profits. When it comes to the success of your pop-up restaurant, trust the numbers—not your gut.
How Rosenberg's Bagels leveraged the full suite of DoorDash products to drive growth
In 2012, Joshua Pollack launched Rosenberg's Bagels & Delicatessen as a pop-up in Denver, CO before opening a permanent space two years later. Over the years, Pollack attempted to sign up with multiple delivery services to help grow his business, but couldn't make the commission structure work. In 2022, after a few more frustrating attempts, Rosenberg's decided to partner exclusively with DoorDash, and now uses our full suite of solutions across the restaurant's five locations. "We already had a pretty good following, so I was looking for a partner who would not only help with delivery services, but also get my name out to people who didn't know about us," says Pollack of DoorDash's marketing tools.
Pollack also appreciates that DoorDash Online Ordering allows him to easily add delivery and pickup ordering to his own website — with no monthly fees or commission fees, only payment processing — and recommends it to businesses thinking about partnering with DoorDash. "DoorDash Online Ordering is the best product ever," he says. "If you have a brand that people love, Online Ordering is an option for them to order from you for delivery at a much lower rate to you because they're already your customer."
Launch your pop-up restaurant today
You're now ready to launch your own pop-up restaurant. Remember to start small, experiment, and refine your concept as you go. Whether testing new dishes or building a new customer base, these tips will set you on the path to success.
If you're looking for resources to help you get started, check out our Restaurant Checklist: What You Need When Opening a Restaurant and our guide on Optimizing for Delivery and Pickup.
