Higgidy to launch pop-up pub next month
The British pie brand is set to launch a pub, The Higgidy Arms, for just one day in October. Higgidy senior brand lead Pamela Bower-Nye tells db she hopes the pub will help “bring the brand to life”.
Over a decade ago, db reported that pop-ups are a perfect way to win over customers, and in 2019, 60% customers said they found pop-ups fun and exciting. It’s a tried-and-tested method, with Higgidy the latest in a handful of high-street food brands to launch a temporary boozer. Just last week, Greggs opened The Golden Flake Tavern, serving up exclusive beers and pastry-themed riffs on pub classics, while KFC opened The Colonel’s Arms to toast the World Cup in 2022, and Tesco launched The King in the Castle a year later to mark the King’s coronation.
Located at 64 Theobalds Road, London, Higgidy’s take on the pub will be serving a full range of drinks during lunch service on Thursday 23 October. Guests who prebook a meal at £10 for a Higgidy Pie, a choice of fries or mash and two side dishes, will also receive a pint of Guinness or Guinness 0.0. For £2 each, take-away hot and cold pies will also be on offer.
When asked why so many food brands are turning to pubs, Higgidy senior brand lead Pamela Bower-Nye told the drinks business: “We can’t speak for other brands, but it’s well known that pies are the perfect partner to a pint so a pub is a natural home for a brand like Higgidy that makes premium pies.”
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As a grocery brand, it’s rare Higgidy gets to meet its shoppers face-to-face. “Creating The Higgidy Arms gives us the opportunity to bring the products directly to our customers and bring the brand to life for them,” she added.
In January, Higgidy launched a pop-up pie shop to celebrate National Pie Day. It sold out in hours. “We have just launched a brand new Higgidy Slow Cooked Steak and Guinness Pie so we think a pub is the perfect environment to showcase this delicious new collaboration with Guinness alongside the rest of our pie range,” said Bower-Nye.
The five pies on offer at the pub will include Higgidy’s brand-new Steak & Guinness Pie, Creamy Chicken & Sauteed Leek with white wine, Slow-Cooked Steak, Red Wine & Bacon Pie with chestnut mushrooms, and two veggie options: Spinach, Greek Feta & Pine Nut Pie with roasted red peppers and Three Cheese, Cauliflower & Broccoli Pie with garlic & thyme crumb.
Bower-Nye added: “It was fantastic to see queues around the block at our pop-up shop earlier in the year. We hope our pub experience in October will be just as popular and can’t wait to welcome customers in from the cold to enjoy a hearty pie lunch, served up by our expert team.”
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