How to achieve cult status in Australia without opening a single store.
IN-N-OUT Burger has earned a cult following across Australia and New Zealand with its exclusive one-day-only pop-up stores. In 2018, punters in Melbourne and Perth were able to sink their teeth into the world-famous Double-Double burger at two unique, cool and secret venues.
With just 300 burgers available at each of the pop-up stores, the events attracted huge crowds, and GPJ was responsible for traffic management, road closures, security and media.
The events attracted a media frenzy, doubling the previous year’s press coverage with local TV, print and prime-time news outlets picking up the story. The ultimate test of success though, was how quickly the burgers sold out – at both locations all 300 burgers were gone in just three hours.