Agriculture Reference
In-Depth Information
Fig. 4.1.
A 'pop up' grocery in Padua, Italy.
Today's world is about weekday convenience and weekend experi-
ences. Food tourism fits into the weekend experience, but this does not mean
that the weekday convenience consumer needs to be ignored, it is the same
person.
The most popular method of connecting with the 'convenience' con-
sumer has been online retailing. Online retailing has seen significant growth
in recent years and continues to develop. The challenge with this style of
business is that the consumer becomes more price aware as they have no
other aspects of the experience to build into their mental picture.
The other growth area is 'Pop Up' businesses. This is where the food
tourism entrepreneur can combine convenience with the experience and an
opportunity for the retail-minded farmer. The aim of the food tourism entre-
preneur is to 'pop up' when and where the consumer either wants them to
pop up or to ambush them and 'pop up' when they least expect it.
'Pop up' when consumers want or need you to
Street food retailers realize that they need to 'pop up' at lunchtime or in the
city for the evening crowd if they are to generate sales. Florists often 'pop up'
at railway stations during peak times, especially of an evening rush hour.
These have been standard retail practices for many years.
Farmers' markets 'pop up' towards the weekend to allow consumers to
obtain their weekly fruit, vegetables and meat from local growers.
For some entrepreneurs, they need to pop up seasonally. This means in
the busy seasonal period operators may have a number of 'pop up' stores
that supply the 'must have' products and then use this as an opportunity to
drive consumers to the main store or tourist attraction.
