To execute a pop-up store for In-N-Out Burger for a single day activation in Sydney with the sole purpose of increasing brand awareness locally and internationally, whilst delivering a memorable customer experience ensuring consistency of both food and ambience with In-N-Out restaurants in the USA.
GPJ’s experience executing these pop up events in prior years meant that we were aware of the high demand, and with limited quantities available wristbands were handed out to ensure no one who queued left without a burger.
Suspense around the event was built by keeping the location a secret until the day before. Giveaways were handed out to the first couple of people through the door and branded merchandise was for sale throughout the event.
GPJ delivered an extremely successful activation, with customers queuing as doors opened at 11am and media outlets frenzying to cover the event once word got out. By 2pm all burgers had sold out and publications were released on the websites and social media pages for Channel 7, Time Out Sydney, Daily Telegraph, Daily Mail, news.com and Yahoo 7, as well as a live radio cross by 2Day FM.