Exploring the culinary experiences of visitors in temporary settings – the case of pop-up restaurants
Date
2020
Authors
Niroo, Farnoosh
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Abstract
In recent years, novel, and innovative ways to accommodate diners and visitors’ desire for new experiences have been emerging (Niehm et al., 2006). Pop-up restaurants are indicative of this growing trend to provide an appealing combination of experiences and food. Considering the temporary nature of pop-up restaurants, it is important to understand diners’ perceptions regarding the multi-dimensions of pop-up dining experience compared to traditional dining in normal restaurants. By taking a qualitative approach, this study explored the diners’ perspectives of their experiences at pop-up restaurants. Semi-structured interviews were used to get a deep understanding of diners’ perceptions about various aspects of their pop-up dining experiences. An interpretive thematic analysis (Braun & Clark, 2006) was conducted to answer these questions: Is pop-up dining a memorable and meaningful experience compared to a normal eating experience? And what are the qualities that create a memorable and meaningful pop-up restaurant experience? The findings demonstrated that the qualities which create a meaningful pop-up dining experience are not only the values offered by the pop-up restaurants but also the personal values of the diners themselves. The connection between the offered value and the value perceived by diners co-creates the experience and results in achieving experiential benefits for the diners. A model was proposed based on Service-Dominant Logic (Vargo & Lusch, 2008) to represent the co-creation of the experience at pop-up restaurants, and recommendations are offered for future research.
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Keywords
Pop-up experience, Co-creation, Ephemerality, Novelty, Service-dominant logic
Citation
APA