Belle's Hot Chicken shares their pop-up experiences
Belle's Hot Chicken owners Morgan McGlone and Miranda Campbell gave their insight into their strategies involving their new pop-up store in Barangaroo.
QSR Media: How will you translate the brand experience to a pop up store?
Morgan McGlone and Miranda Campbell: Having done so many pop ups in Sydney and internationally, it is an experience we are used to! While the Barangaroo activation is longer than any of the other pop ups we have done, we still want to capture the sense of fun we have when we do them. The Belle’s Hot Chicken experience is fast and fun, and that translates really well into a pop-up atmosphere, where people are here for a good time, not a long time!
QSR Media: What are the benefits of a pop up? Are there any challenges to setting up one?
McGlone and Campbell: We are lucky to have experienced the best of both worlds, in short term pop ups and longer term one such as this. It allows us to build brand awareness, keep a presence and keep our following interested. The main challenge has been coordinating the set up from interstate, but all at Lendlease have been really helpful.
QSR Media: What appealed to you about doing a pop-up store?
McGlone and Campbell: Being such a young brand (only fifteen months old) a long term pop up is great for us, as we can test the market easily. It is also a really fun way to keep our brand fresh and dynamic.
QSR Media: What have you learned doing this?
McGlone and Campbell: It has been really humbling to experience people’s response to our residency. We are just as excited as our Sydney Belle’s fans to be up here doing what we do, and it has been incredible to hear people offer there encouragement and support.
