The shipping container store trend is thought to have been pioneered by Starbucks in 2011, when they opened a 450 square foot shipping container store in Washington. Since then, pop up containers have been doing just that — popping up — all over the country to accomplish a number of experiential marketing purposes. This is especially the case when it comes to shipping crate restaurants. Here are just a few fascinating ways pop up containers can boost restaurant sales and success.
Gives Customers Sense of Urgency
First, most shipping containers are eight feet wide, 9.5 feet tall, and either 20 or 40 feet long. And even though it’s true that durable, steel shipping containers average a 25-year lifespan and require minimal maintenance, modified shipping containers are typically used for short term projects and retail stores. With that in mind, shipping containers often give customers the idea that any deals or promotions available will only be so for a short period of time. This leads to an increased likelihood that any particular customer will make an impulse purchase. Either that, or they’ll return within a few days to make even more purchases, just in case the store is just temporary. This results in a direct increase in sales.
Increases Social/Brand Awareness
There’s no denying the fact that any kind of shipping container cafe or restaurant is, in and of itself, a novelty creation. Their sole existence instantly gets people talking about their non-traditional structure. People are also curious and quick to wonder what the customized shipping containers have to offer customers who walk in the door. Never underestimate the powerful statement you can make and the attention you can attract for your business just by investing in creative shipping container modifications. Again, this ultimately increases sales as well as long-term brand awareness.
Inherently Affordable Nature
Finally, it’s important to keep in mind that shipping container restaurants are inherently a more affordable construction option. They require fewer materials and less building time than traditional construction projects, and there are virtually countless customization and sizing options. In fact, Downtown Container Park in Las Vegas spans approximately 19,000 square feet with a mix of 30 shipping containers and 41 multifunctional modular cubes forming its perimeter.
Ultimately, keeping sales in mind when planning your shipping container experiential marketing plan is the key to forming long-term brand awareness and success.