Pop-up restaurants are what’s hot in Bangkok right now and their arrival is giving a new lease on life to shopping malls in the CBD and main streets in the city’s suburbs, according to JLL Thailand. These temporary restaurants can “pop-up” at any location (hence the name) where there are customers and create a unique culinary experience.
While beer gardens continue to lead the way when it comes to this new genre of hangout spot, pop-up kitchens and food trucks are gaining notoriety with several retail venues. For example, K Village and Gateway Ekkamai have created specialty events for these types of eateries. JLL reported that The Mall Group is also getting in on the act having recently introduced pop-up kitchens at some of its supermarkets. Customers purchase fresh produce and meat and can then have it cooked right there in the store.
Mobile food trucks are another version of the pop-up restaurant and have rolled into Bangkok during the past year. Several trucks have gained notoriety in the city and serve everything from burgers to bulgogi. In fact, diversity is a key aspect to this trend. Not only does pop-up dining provide eaters with a large number of choices but it also drives people to new locations and events.
Mall operators have used parking lots to host food and culture festivals while other events have taken place in large open spaces like warehouses or empty lots awaiting development, JLL added. People have attended these food festivals in high numbers and given their mobility and flexibility, it’s likely that this is a trend that will continue in Bangkok for the foreseeable future.
Pop-up restaurants range from simple cuisine to ultra-high end faire. They are often seen as being more exclusive than traditional establishments due to their temporary nature. Social media also plays a big role in the pop-up restaurant experience with diners wanting to share their photos online.
Image: Summer Street via Facebook: SummerStreet
