Aldi to open two day pigs in blankets pop-up in Camden Passage, Islington
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With supermarkets fiercely competing as we enter the festive season, brands are seeking bold and innovative ways to grab customers’ attention and increase their market share.
Aldi are leading the pack with their latest pop-up outlet, a ‘pop-up pigs in blankets’ restaurant in Camden Passage, Islington. It will open for two days only from the 24th-25th November.
The restaurant offers customers a ‘press for PIBS’ button, so the sausages keep on coming. The concept riffs on upmarket Soho joint Bob Bob Ricard’s ‘press for champagne’.
It opens as Mortar research reveals the mighty pig in blanket to be a Christmas household staple. Supermarkets expect customers could consume up to 423 million on Christmas Day alone.
Aldi’s pop-up follows a recent trend among rivals. Tesco opened a pub in Farringdon called The King in the Castle in honour of the King’s Coronation in May 2023. Another rival, Sainsbury’s, opened their ‘Get DINspired’ pop-up at London’s King’s Cross in June.
Pop-up outlets are a low-risk opportunity for supermarkets to showcase new products. They increase brand exposure, and connect to local communities, often by collaborating with local chefs or charities.
Amidst the ongoing cost of living crisis, the Competition and Markets Authority (CMA) says, ‘Consumers are shopping around to get the best deals. The lowest-price retailers – Aldi and Lidl – have gained share from their competitors.’
Together they have an 18% market share, a threefold increase from just 6% in 2012. Aldi was the fastest growing retailer in the 12 weeks to 11 June 2023. It reached a record market share of 10.2%, with Lidl’s only just behind.
Aldi are primarily using their pop-up to show off their new pigs in blankets range and boost sales before Christmas. But the venture is also a way to implant their brand in the minds of consumers and gain even more of the market share.
Supermarket pop-ups highlight a decline in the traditional dining experience. There is an ever-growing need for retailers to provide unique experiences to attract and retain customers.
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HeadlineLondon Supermarkets Compete for Customers with Pop-Up Outlets
Short HeadlineLondon Supermarket Competition: Pop-up Outlets
StandfirstAldi spurs competition with pop-up pigs in blankets restaurant to open in Camden Passage
With supermarkets fiercely competing as we enter the festive season, brands are seeking bold and innovative ways to grab customers’ attention and increase their market share.
Aldi are leading the pack with their latest pop-up outlet, a ‘pop-up pigs in blankets’ restaurant in Camden Passage, Islington. It will open for two days only from the 24th-25th November.
The restaurant offers customers a ‘press for PIBS’ button, so the sausages keep on coming. The concept riffs on upmarket Soho joint Bob Bob Ricard’s ‘press for champagne’.
It opens as Mortar research reveals the mighty pig in blanket to be a Christmas household staple. Supermarkets expect customers could consume up to 423 million on Christmas Day alone.
Aldi’s pop-up follows a recent trend among rivals. Tesco opened a pub in Farringdon called The King in the Castle in honour of the King’s Coronation in May 2023. Another rival, Sainsbury’s, opened their ‘Get DINspired’ pop-up at London’s King’s Cross in June.
Pop-up outlets are a low-risk opportunity for supermarkets to showcase new products. They increase brand exposure, and connect to local communities, often by collaborating with local chefs or charities.
Amidst the ongoing cost of living crisis, the Competition and Markets Authority (CMA) says, ‘Consumers are shopping around to get the best deals. The lowest-price retailers – Aldi and Lidl – have gained share from their competitors.’
Together they have an 18% market share, a threefold increase from just 6% in 2012. Aldi was the fastest growing retailer in the 12 weeks to 11 June 2023. It reached a record market share of 10.2%, with Lidl’s only just behind.
Aldi are primarily using their pop-up to show off their new pigs in blankets range and boost sales before Christmas. But the venture is also a way to implant their brand in the minds of consumers and gain even more of the market share.
Supermarket pop-ups highlight a decline in the traditional dining experience. There is an ever-growing need for retailers to provide unique experiences to attract and retain customers.
