CPG brands create physical destinations

As addressed in SHOP, CPG brands are creating physical outposts, whether permanent or pop-up, to give young adults a highly memorable and share-worthy experience around their offerings. The latest destinations are devoted to specific brands of snacks and bottled drinks, as young consumers seek to turn food and beverages from merely products into notable experiences.


Recognizing that Cheetos fans and restaurants nationwide were making creative dishes featuring the snack, the Frito-Lay-owned brand was inspired to create a pop-up restaurant devoted to the product in NYC last week. Dubbed The Spotted Cheetah, the three-day long eatery served up inventive meals from celebrity chef Anne Burrell, including Cheetos meatballs, tacos, and fried pickles encrusted in the orange snack. Moreover, the restaurant fully immersed customers in the ethos of the brand with Cheetos-print wallpaper and paintings of its mascot. All 300 reservations filled within six hours of Cheetos announcing the eatery, with a 1,000 person waitlist.


Pure Leaf Tea, a brand created in partnership by PepsiCo and Unilever, opened a café in NYC’s SoHo neighborhood this summer dubbed Pure Leaf Tea House, serving up artisanal drinks created by tea mixologists. Customers can choose from an array of specialty drinks such as Popcorn Tea, Apple Matcha, Purple Tea, and Golden Chai, with pairings on top to enhance the tea's flavor and aroma. Visitors can browse the museum-style installation to learn the history of tea, sip their beverage in a relaxing atmosphere, and snap a photo amidst a scenic background. Tea merchandise, such as limited-edition blends and ware, are also available on site.


Direct-to-consumer relaxation drink brand Dirty Lemon debuted a non-alcoholic cocktail bar selling specialty drinks in NYC’s Nolita neighborhood this June. Modeled after a 1920s-era soda shop, the space—called The Drug Store—offers hand-crafted versions of the lemon-based elixirs as well as two new drinks: rose lemonade and matcha. The Dirty Lemon founders wanted to show consumers the craft that goes into making the drink and create a testing ground for flavors it may sell in the future. The booze-free cocktails, which were created in collaboration with several bartenders, don’t come cheap, at $10.