NEW YORK—This year, turkey is being demoted at the holiday table, with side dishes serving as the centerpiece of the feast—according to Shipt.
The Target-owned delivery service recently conducted a survey to find out what Americans really look forward to the most on their Thanksgiving table. Based on the results, a majority of Americans (51%) would rather go without turkey than side dishes on the holiday.
To honor the top side—stuffing/dressing (mashed potatoes and mac and cheese were the runners-up)—Shipt tapped chef Charlie Mitchell of Clover Hill in Brooklyn to open a two-day dining experience called “Sides by Shipt” in NYC on Nov. 10 and 11. Guests were able to book reservations to the pop-up through Resy for a chance to taste variations of the classic holiday dish.
Within three days of the Resy page going live, reservations were completely booked, said Molly Snyder, chief communications officer at Shipt. In total, 139 guests dined at the temporary restaurant across both nights (there were two seatings per night), with more than 100 on the waitlist.
“While the pop-up was a big component of the [#MakeSidesTheMain] campaign, we wanted to keep the focus on the messaging—to have conversations with each attendee about the value of Shipt and the solutions we provide, the true purpose of the campaign overall. We served a small number of people, but the impact and accessibility of the campaign through our outreach, landing page, and other elements created an even broader reach,” she explained.
The pop-up was hosted at Mister Paradise, “which was the perfect space for what we needed,” Snyder said. “The neighborhood has a lot of foot traffic and buzz among a younger audience, which provided an opportunity for more people to see the restaurant, experience elevated stuffing, and learn how Shipt can simplify the holidays with personalized shopping solutions.”
Also, according to the survey, Americans go to the store three or more times to prepare for Thanksgiving. “Knowing that this holiday is all about spending time with loved ones around the table, Shipt wanted to highlight the opportunity for consumers to stay at home while Shipt powers delivery of their needed ingredients and other essentials,” Snyder said about the goal of the #MakeSidesTheMain campaign.
As part of the campaign, Shipt also made a donation to the Food Bank for New York City to help combat food poverty during the holiday season.
Keep scrolling to see more from inside the “Sides by Shipt” pop-up...