An IRL pop-up grocery store that looks straight out of an Instagram feed featuring innovative food, beverage and body products is coming to D.C. But get ready to stock up your pantry soon — because it’s going to be around only for a month.
Pop Up Grocer (PUG), a traveling shop that bills itself as the world’s first pop-up grocery store, opens its D.C. location on Friday near Union Market.
Founded in April 2019 by Emily Schildt, the company has opened 7 locations so far, including in New York, Chicago, Los Angeles, and Miami. Pop Up Grocer sets up shop in a city for 30 days at a time (hence the name) and aims to be the place for consumers to discover new, innovative food and beverage brands in a fun, boutique setting. The goal is to provide opportunities for smaller brands to enter a new market.
But this is not just any grocery store. Shopping at the storefront across Fifth Street NE from Union Market — once more of a food desert, although that’s been changing more recently — is meant to be an experience in and of itself. There are bright, splashy colors, disco balls hanging from the ceiling, cutesy signage, and even a live version of The Price is Right game Plinko that customers can play to win products. Floral arrangements in collaboration with local DC florist She Loves Me DC will be set up around the pop-up grocery store, and bright colored shopping baskets are available to fill as you peruse the offerings.
Pop Up Grocer’s organization is also an update from traditional markets. Products typically relegated to the “international aisle” are front and center. Goods are organized by categories such as “Bites and Chews”, “Sweets and Treats”, “Happy Hour” and even “Mood Boosters.” The D.C. store will carry about 400 products, while a traditional grocery carries closer to 40,000.
“Our aim is to help customers discover items they didn’t know existed, along with an element of joy and fun while shopping. We want to take the endless scrolling on Instagram to discover fun and interesting products into a tangible and engaging encounter that’s in person,” Schildt tells DCist.
Pop Up Grocer’s buyers choose the brands based on a variety of factors, such as commitment to sustainability, ingredient transparency, interesting flavors, and presentation in unique and creative packaging. Think: chickpea tortilla chips, mushroom jerky, “better for you” soda, and keto-friendly cereal and cookies.
Many of the products offered adhere to specialized diets; buyers also look for sustainable trends and brands owned by women and people of color. Each pop-up is different; the products differ from location to location based on the suppliers’ reach and the places they’re looking to expand to.
In D.C., the pop-up grocery will offer national and direct to consumer businesses like the popular Fly By Jing brand of Sichuan sauces, chilled oat bars from Mooski, alcohol-free spirits from Bonbuz, as well as several D.C.-based brands including flavored almond butter from District Snacks, Phil’s Finest omnivore sausage, and many more. In all, 54% of featured brands in the D.C. store will be women-owned, 25% BIPOC- and queer-owned, and 8% are local, Schildt says.
“Typically, local brands already have independent channels via locally owned stores and other networks. Our goal is to provide opportunities for brands to expand into other markets, based on their specific needs and interests,” Schildt says.
While the pop-up may return at some point in the future, the model is intentionally set up to operate for a limited time — so this may be your chance to enjoy this colorful shopping experience and stock up your pantry. But if you can’t make it in person, Pop Up Grocer also sells a subscription box that includes products from the local pop-up and is available for purchase online for the duration of the pop-up.
“We’re eager to open our doors to the D.C. community. We hope to show the nation’s capital grocery shopping like they’ve never seen before,” Schildt says.
Pop Up Grocer will be open between May 6-June 5 at 1262 Fifth St. NE in D.C.’s NoMa neighborhood, and will operate daily from 10 a.m. to 7 p.m. For more information, follow @popup.grocer on Instagram or visit https://www.popupgrocer.co/.
