Fans of the snack staple Cheetos have traded Cheetos-infused recipes online, so PepsiCo's Frito-Lay division enlisted celebrity chef Anne Burrell to do them one better: create an entire restaurant menu based on the cheesy, crunchy snack. The Spotted Cheetah, a pop-up eatery set up August 15 to 17 in New York's Tribeca neighborhood, served four appetizers—or "Dangerously Cheezy Starters"—as well as four entrees listed on the menu under "the Big Cheese," and a trio of desserts using the Cheetos Sweetos product. Decor took its cues from the colors and styling of brand mascot Chestor Cheetah, as well as Burrell herself. The Marketing Arm produced the experience.
Several food and beverage industry brands have found pop-up restaurants to be an effective marketing tool. Here's a look at some other unique temporary eateries that left a lasting impression.
Decor did not take itself too seriously. It featured drawings of Chester Cheetah—including some where his image was alternated with Burrell's—as well as cheetah-print wallpaper and a tree with hanging Cheetos.
The sold-out Spotted Cheetah pop-up was born out of a rise in Cheetos-infused recipes going viral online and appearing on restaurant menus, according to PepsiCo.
Cheetos' signature orange color was used for cushions on cozy seating, as well as in draping hanging from the ceiling.
Burrell created a dish using two cheetos flavors—Flamin' Hot and White Cheddar—in addition to three other entrees, appetizers, and even desserts.
Hummus brand Sabra set up a monthlong pop-up restaurant called Hummus House in Washington’s Georgetown neighborhood in 2014. Inside, a series of shelves displayed ingredients of various hummus flavors, along with terms central to the brand, such as “flavorful” and “fresh ingredients.”
Breakfast was brightened up when Kellogg’s introduced a cereal café in Midtown Manhattan in 2014 in partnership with celebrated Milk Bar chef Christina Tosi. The pop-up served customized combinations with fruit or other toppings, and was decorated with cereal boxes and milk bottles.
In honor of Bastille Day, French mustard company Maille created a Paris-inspired pop-up store in Toronto’s David Pecaut Square in 2015. On offer were sandwiches, macarons, and cocktails served in jars mimicking Maille's distinctive shape.
Zagat jumped into the pop-up fray at New York’s Astor Place in 2016. The restaurant ratings website provided a tiny café—which served miniature foods and included appropriately sized utensils—to underscore its focus on small reviews.
Grey Goose created a French bakery in a vacant storefront in New York’s West Village in 2013. A blue exterior added an inviting touch to the site, where patrons could order pastries and coffee. A back door led to a speakeasy bar, where additional events were held for media and influencers.
Warner Brothers and Eight O’Clock Coffee set up a replica of the Central Perk coffeehouse from Friends for the iconic NBC show’s 20th anniversary in 2014. Located in Manhattan’s SoHo neighborhood, where the show took place, visitors could—of course—get free coffee at the site.
