PROVIDENCE, R.I., October 18, 2024—PopUp Cafés are causing a sensation at The Wheeler School not just through their intended purpose—as a showcase for hot culinary trends—but also for how the school community has embraced the concept.
At first, says Director of Dining Services Torri Hieber, PopUps helped reduce salad bar waste at the end of the week in the form of an Omelet Bar. “It transformed into the phenomenon it is today strictly from the feedback from the community,” she explains. “We learned early on that the Upper School loves the food but wants something different than the Lower School kids. This gives them the freedom and flexibility to choose from multiple areas.”
This year, the more successful PopUps have featured such Upper School favorites as fried chicken sandwiches, hot dogs, and chicken Parmigiana sliders—in many cases mirroring the offerings of restaurants in nearby downtown Providence.
Faculty, too, rave about the PopUps, Hieber adds, often for days after a PopUp appearance by, say, Indian cuisine or Poke Bowls. “Our client is always excited to see our promo calendar,” she notes.
Wheeler’s PopUp setup includes the branded mobile chef’s table with induction cookers, eight-foot backdrop, table cover, smallwares, and outdoor tent. In all PopUp activity at Wheeler, Hieber strives to ensure that cooks leading the PopUps are having fun and engaging with the students. “I meet with the Upper School Senate to get feedback and learn what they want,” she says, adding that executing PopUps “is where my creative juices get to flow. Following national food days and seasonal themes, while listening to feedback, is the best and easiest way to execute them.”
Promoting the PopUps on social media is also key to their success. Hieber regularly posts them on Instagram, including this portrayal of the Jumbo Hot Dog PopUp, and many others. She also pushes them on print signage in the café and Market and near the dining area entrance. New this year is a TV screen in the Upper School that rotates through the PopUps and other student-related activities, Hieber says.
“Overall, PopUps are one of the best things we have introduced,” she continues. “While some are free, most are revenue-generators. The average revenue-add ranges from $500 to $800 per event.”
