Shipt opened a two-day dining experience called “Sides by Shipt” in NYC on Nov. 10 and 11.Photo: Courtesy of 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.
Shipt enlisted experiential agency MKG to transform an East Village restaurant into the seasonal pop-up. The recipes are also available online for those who want to recreate the dishes at home.
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...
![Shipt opened a two-day dining experience called “Sides by Shipt” in NYC on Nov. 10 and 11.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/11/11092023_LaForce_Shipt_39.655c094fb7c9b.png?auto=format%2Ccompress&q=70&w=400)
![“Charlie is known for his unique menu and thoughtful food combinations, so when we decided to create a pop-up and task one expert with developing unique varieties of a classic side dish, we knew Charlie would be the right chef for the job,” Snyder said about enlisting Mitchell.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/11/Charlie_Mitchell_Sides_by_Shipt_2.655c0a851ec01.png?auto=format%2Ccompress&q=70&w=400)
![The restaurant celebrated Americans' favorite side dish—stuffing/dressing.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/11/11092023_LaForce_Shipt_18.655c0a57650b8.png?auto=format%2Ccompress&q=70&w=400)
![In total, 139 guests dined at the temporary restaurant across both nights; there were two seatings per night.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/11/11092023_LaForce_Shipt_95.655c09933333b.png?auto=format%2Ccompress&q=70&w=400)
![Mitchell curated a four-course stuffing tasting menu. It included a curried cauliflower stuffing with salsa verde, along with a Caesar salad. For the main course, guests could choose between a cornbread and andouille sausage stuffing and a vegetarian maitake mushroom and truffle stuffing. For dessert, a sweet potato and maple bacon stuffing completed the meal.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/11/11092023_LaForce_Shipt_60.655c0a113b7d2.png?auto=format%2Ccompress&q=70&w=400)
![The pop-up decor highlighted the unsung heroes of the Thanksgiving table including potatoes and bread.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/11/11092023_LaForce_Shipt_12.655c0ac5b5021.png?auto=format%2Ccompress&q=70&w=400)
![Even the bottles behind the bar featured cheeky labels inspired by the pop-up.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/11/11092023_LaForce_Shipt_99.655c0aaee36e8.png?auto=format%2Ccompress&q=70&w=400)
![Guests who signed up for Shipt received a 90-day free trial.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/11/11092023_LaForce_Shipt_21.655c0a11854d6.png?auto=format%2Ccompress&q=70&w=400)