How to achieve cult status in New Zealand without opening a single store.
IN-N-OUT Burger has earned a cult following across New Zealand with its exclusive one-day-only pop-up stores. In 2020, punters in Auckland were able to sink their teeth into the world-famous Double-Double burger at a unique, cool and secret Kingsland venue.
With just 300 burgers available at the pop-up store, the events attracted huge crowds, and GPJ was responsible for traffic and venue management, road closures, logistics, security and media.
The events attracted a media frenzy, doubling the previous year’s press coverage with local TV, print and prime-time news outlets picking up the story. The ultimate test of success though, was how quickly the burgers sold out – all 300 burgers were gone in just two hours.