NOW THAT’S A GOOD IDEA…
OUT THE BOX
Asda glamour
Asda is trying its hand at a pop-up aiming to bring ‘dining finesse’ and affordability together.
Asda is launching a pop-up steak restaurant for one night only, inviting guests to enjoy premium cuts in a fine dining setting, free of charge.
WHAT’S THE CONCEPT? Pop-ups are primarily meant to promote or kick off a marketing campaign, but this one is quite innovative for the gro-
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cery industry. First off, Steak Bay as it’s called, prides itself in being “the cheapest” restaurant in the capital to offer premium cuts, “celebrity guest treatment and a sprinkling of salt”. Secondly, it’s not often that supermarkets do these kinds of activations in order to promote their products. This type of marketing is traditionally
reserved for perfume, cosmetics, liquor, or confectionery. Open for one night only on 9 June, the restaurant in London will welcome just 50 diners selected at random.
WHAT IS IT OFFERING? As a marketing exercise, it will promote the supermarket’s significant recent
