This video is brought to you by Verizon Business. Verizon Business has no editorial influence over our videos, but their support makes videos like these possible.

From 2021 to 2022, one specific type of restaurant saw 105% growth in the United States: pop-ups, or temporary restaurants. From 2022 to 2023, there were 155% more pop-ups. If you're a foodie in an American city, the diversity of foods you can get today is greater than ever. Why do so many leaders decide to “pop up” all of a sudden?

To find out, we interviewed the owners of two New York pop-ups to hear their stories. For Jorge Aguilar and Amanda Rosa, chef and co-owners of breakfast taco pop-up Border Town, their story begins during the pandemic. They were unemployed, and instead of trying to rent space and open a brick-and-mortar restaurant, they started working out of temporary space and marketing themselves through Instagram. Eric Huang, chef and owner of Pecking House, a Sichuan-style fried chicken pop-up turned brick-and-mortar restaurant, told us a similar story.

So how did these restaurateurs pivot during tough times to ultimately succeed?

Links and further reading:

Emma Orlow who we spoke to for this video is a writer for Eater. You can read her work here: https://www.eater.com/authors/emma-orlow

A great gourmet newsletter to which we subscribed when making this video: http://sweetcity.substack.com/

Other pop-ups we spoke with: https://austin.eater.com/2024/6/3/24170461/southeast-roadhouse-austin-pop-up-restaurant-asian-american-dining-chains https:/ /natecox.net/BIG-CHUNE-2

Yelp State of the Restaurant Industry 2024: https://data.yelp.com/state-of-the-restaurant-industry-2024.html

Vox.com is a news site that helps you cut through the noise and understand what really drives the events that make headlines. Visit http://www.vox.com.

Watch our complete video catalog: http://goo.gl/IZONyE
Follow Vox on Facebook: http://goo.gl/U2g06o
Or Twitter: http://goo.gl/XFrZ5H

Please take the opportunity to connect and share this video with your friends and family if you find it useful.