4. Create the brand
Pick a name that distinguishes the pop-up from the rest of the operation—for example, some of Unidine’s stations include Chatpati, an Indian station; Createry, which has custom flatbreads; and Aji, a Mexican concept. In addition to a distinctive logo, marketing materials and digital signage, Morrison’s microconcepts go as far as having their own uniforms. Compelling branding catches diners’ attention and might even inspire social media shares. “You would be surprised how much our microconcepts show up on Snapchat, Instagram and Facebook,” Addonisio said. “When you have people coming in from the street saying, ‘You know what, my friend works at the hospital and they showed me pictures of the food and I just have to come in,’ that’s what you want.”