Thank You, Pop Up Grocer!
In case you didn’t get the memo, Dam Good™ English Muffins was among 150+ new and emerging food brands at Emily Schildt’s second ever Pop Up Grocer store located on 108 Bowery Street in New York City from September 20 - October 20, 2019.
Pictured above: Emily Schildt
Pictured above: The Pop Up Grocer store front
Emily’s concept is a traveling pop-up grocery store that showcases hundreds of products from the most innovative and exciting natural food brands today - and we’re so grateful to have been a part of it!
Pictured above: Owner, Denise and co-founder, Ross Weale Jr. in front of the Pop Up Grocer storefront, and showcasing a bag of the 'Vegan Multigrain' Dam Good™ English Muffins
on the shelf of the Pop Up Grocer.
Having our product in the Pop Up Grocer was an amazing opportunity. The biggest takeaway from our experience was Emily’s advice to change the text on our front label from ‘Handmade Muffins’ to ‘Sourdough Muffins’, representing a more sought after attribute of our product. We have since made that adjustment to our packaging (thanks, Emily!).
Additionally, as pictured above, our Operations Manager, Olivia Weale had the chance to interact and engage with customers on a Sunday by sampling the English muffins, which were paired with other Pop Up Grocer item, Miyoko’s Cashew Butter. Overall, the day of sampling represented 19% of our overall sales for the month. And best of all, Olivia really enjoyed talking to shoppers and hearing their feedback and reactions.
According to Pop Up Grocer, the store itself saw over 5,000 shoppers, 19,000 unique visitors to the website, and over 56,000 views to their Instagram, @popupgrocer. Additionally, the store received an astounding amount of attention from the media with press generated from over 25 placements - to name a few: Eater, Domino, Heritage Radio, Specialty Food Magazine, Thrillist, Time Out New York Online and many more as well as multiple influencers.
For us, as a result of the foot traffic that the store saw, combined with the exposure that Pop Up Grocer gave us through Instagram, we saw an increase in followers, activity on our Web site, and some new “Dam Good™ English Muffin lovers!”
To shout one out in particular, Mollie Chen, co-founder of Birchbox, first found our English muffins at Pop Up Grocer and publicly shared her love for them on her Instagram, @molliechen. She even dedicated a whole paragraph in her newsletter titled, ‘A Better English Muffin’ to us. This was so exciting, and we can’t thank her enough for all of the love and support!
And just when we thought it couldn’t get any better - Pop Up Grocer and Gertie curated a Cinnamon English Muffin recipe using our "Original White" variety, and published it in their magazine, ‘Shelf Talk’.
Well, it's safe to say that for us, Pop Up Grocer was a huge success! Thank you to Emily and her team for all that they did to make Pop Up Grocer ‘pop-off’ for us!!! Good luck to Emily and the Pop Up Grocer team on their next store in Los Angeles, scheduled to open in February, 2020!
Sincerely,
Sincerely,
The Dam Good™ English Muffins Team