Café pop-ups are all the rage these days, offering a fun, low-risk way to bring your coffee dreams to life. Whether you’re an experienced barista or just dipping your toes into the world of coffee, running a successful café pop-up is about more than just brewing a good cup of joe. It’s about planning, creativity, and connecting with your customers. Here’s how you can make your café pop-up a hit, just like we did at Newbery Street Coffee Roasters.
1. Nail Down Your Concept and Brand
First things first: What’s your café pop-up all about? What makes it special? Maybe you’re into single-origin coffees, or perhaps you’ve got a knack for pairing coffee with locally sourced treats. Whatever your angle, make sure it’s something you’re passionate about and something that stands out. For us, we wanted to showcase Thai coffee and make sure to share more Thai coffee with everyone in Greater Boston, New York, and all East Coast coffee lovers who are looking for a new coffee origin, such as Thailand.
Think About:
- Who’s Your Audience? Who are you trying to attract? Understanding who your customers are will help you shape your menu and vibe.
- Your Menu: Keep it simple, but make it shine. Newbery Street Coffee Roasters, for example, focuses on showcasing the unique flavors of Thai single-origin beans. You don’t need a massive menu, just a well-curated one that reflects your concept.
- Your Brand: Your brand is more than just a logo; it’s the whole experience. Newbery Street Coffee Roasters, for instance, is all about coffee, community, Asian culture, and Thai farmers. Your brand should tell a story that resonates with your customers.
2. Finding the Right Spot
Location is everything when it comes to a pop-up. You want to be where the people are, but you also want to fit in with the vibe of the area. This can feel like a chicken-and-egg problem because you need to not only look for a good spot but also figure out how to find it. You need to network, meet people, and keep searching. It sounds easy, but you need to put in a lot of work to find the right spot. You can start by doing a pop-up at a local farmers market, which is where many people begin, but try to be creative and see the potential for collaboration. At Newbery Street, we did pop-ups with many places, including retail stores, cafes, local markets, and online markets. Our most favorite are Enoki Market, Parachute Home, and MUAM Market.
3. Invest in Good Gear and Ingredients
The heart of your pop-up is the coffee, so don’t skimp on the essentials. Quality equipment and ingredients are key to serving up the best.
You’ll Need:
- Coffee Gear: Depending on what you’re serving, you might need an espresso machine, grinders, or pour-over setups. Newbery Street Coffee Roasters uses various pour-over tools, including OREA brewers, Fellow products, and other high-quality coffee equipment.
- Food Prep Tools: If you’re offering food, make sure you have the right tools to prepare and store it properly, and be sure to have food certification and ServSafe.
- Eco-Friendly Packaging: Customers appreciate sustainable practices. For us, we use eco-friendly packaging and all degradable plastic cups, lids, and straws, which align with our brand values. Even our coffee bags are CO2-compensated packaging.
4. Create an Awesome Customer Experience
Your pop-up isn’t just about selling coffee; it’s about creating a memorable experience. From the way your space looks to how you interact with customers, everything matters. Even your smile—trust me, it matters.
Focus On:
- Great Staff: Your team should be friendly, knowledgeable, and passionate about coffee. They’re the face of your brand. Newbery Street Coffee Roasters ensures that everyone is having fun and enjoys representing Thai coffee from Northern, Southern, Eastern, and Western Thailand.
- Atmosphere: Even a temporary space can feel special. Think about the decor, music (if you’re allowed), and overall vibe. We often collaborate with neighboring vendors to do something fun together, making our pop-ups feel unique and welcoming to everyone who visits us.
- Get Interactive: Consider offering live brewing demos, coffee tastings, or workshops. These kinds of activities not only attract customers but also add value to their experience. For us, we love hosting coffee tasting sessions, which are always a hit.
5. Get the Word Out
Marketing is how you get people to your pop-up. A mix of online and offline strategies can help you build buzz and draw in a crowd. Here’s a piece of advice I learned the hard way: I once had a pop-up and didn’t promote it well, thinking that everyone would come. But in reality, if you don’t say a word—no posts, no sharing information about your pop-up—no one is going to come, and you can’t be surprised if no one shows up. It happened to me, and I don’t want this experience to happen to you!
Try This:
- Social Media: Share updates, behind-the-scenes content, and promotions on platforms like Instagram and Facebook. We use social media a lot to connect with our audience and build excitement. Even though we have a small number of followers, we make sure people hear about what we’re trying to do.
- Collaborations: Partner with the space or neighboring vendors or businesses to reach a broader audience. Newbery Street Coffee Roasters often collaborates with other local businesses, creating win-win situations for everyone involved.
- Old-School Flyers: Believe it or not, this is such a hack. We went around and put flyers up around schools and colleges to make sure people saw them. We were a bit worried at first, but it worked because people came to see us because of the flyers, and it cost zero dollars to do it.
- Email Newsletters: Collect email addresses and keep your customers in the loop with newsletters about upcoming events and special offers.
6. Be Ready to Adapt
One of the best things about a pop-up is its flexibility. Use this time to experiment, listen to your customers, and make changes as needed.
How to Stay Flexible:
- Mix Up the Menu: Try new items based on customer feedback and find something cool to do with seasonal ingredients. We love creating cool beverages out of seasonal items.
- Change Up Locations: Don’t be afraid to move your pop-up to different spots to reach new customers and explore new markets. The more you do, the more you reach a wider audience.
- Listen and Learn: Customer feedback is gold. Use it to tweak your offerings and improve the overall experience.
7. Think About the Future
Your pop-up might be temporary, but it can lead to bigger things. Whether it’s opening a permanent café or expanding your brand in other ways, use this experience as a stepping stone.
Looking Ahead:
- Keep Track of Finances: Monitor your expenses and revenue to get a clear picture of your financial health. This will be crucial if you decide to seek investors or open a permanent space.
- Build Your Brand: Continue to grow your brand both online and offline. Stay engaged with your community and keep building relationships. Newbery Street Coffee Roasters wants to stay connected with all customers, ensuring we have quality followers.
- Explore New Opportunities: Once your pop-up is established, consider other ways to grow, like opening additional pop-ups, starting a brick-and-mortar café, or even branching into wholesale.
Wrapping It Up
Running a successful café pop-up is a blend of passion, creativity, and smart planning. By defining a clear concept, picking the right location, investing in quality, creating a memorable experience, and marketing effectively, you can build a loyal customer base and set the stage for future success. A pop-up is more than just a temporary venture—it’s a chance to experiment, learn, and grow. So go out there, have fun, and make your café pop-up something special!
Looking for a café pop-up? Interested in discovering new coffee origins? Searching for a new coffee roaster pop-up? Contact us, and we’ll make sure to bring the specialty Thai coffee experience to your space!
