B.J. Novak's Food Court Residency at Westfield Topanga Mall

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“Butterfly clips, frosted tips, and a food court that's actually cool again.” That’s how Food and Beverage Magazine is describing B.J. Novak's Chain six-month food court residency at Westfield Topanga Mall in LA — kicking it off with some sharp cheddar energy with their debut partner Cheez-It [Kellanova ]. Featuring cheesy twists on mall classics like cinnamon rolls, corn dogs, and Philly cheesesteaks. And over the next six months, major chefs like Roy Choi, Calvin Eng, Mason Hereford, and Mei Lin each get the freedom to craft their own nostalgic chain-food favorite with a rotating lineup of big brand partners. Did I mention the sweet surprise? Chain is also partnering with nostalgic cereal favorites like Lucky Charms, Trix, and other General Mills brands for limited-edition snacks and desserts available only at the pop-up. Is it a little unhinged? Maybe. But the strategy behind it is worth paying attention to — nostalgia, scarcity, chef credibility, and a menu built for the camera, all showing up at the same time in one of the largest markets. And it's a move worth keeping an eye on regardless of your category. Which brand could you see them partnering with next? My guess: Takis. Takis [Barcel USA] are everywhere and anywhere…  Read the full article → https://lnkd.in/gq7qa_vx #brandstrategy #cpg #experientialmarketing #consumertrends #foodindustry

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