when I sat down to think about who next to feature in our emerging industry series, the popup food concept that has morphed into 🔥 open fire cooking dinner events, and it’s modest history — was something we had to write about. Starting in 2010 from food truck lots and popup emerging cuisine food festivals, and morphing into single day outdoor fire cooking popup concepts and hidden behind-the-bar popup chefs’ secret menus at brewery and wine bar concepts… we knew we had to write about this moment in time.

We’ve been noticing this since 2019, coming out of the pandemic, this newest iteration of farm to table cooking focused on free rent , outdoor spaces, behind bar counters, allowing chefs to invest their money on what matters: local ingredients & local terroir (wood). They supplemented pandemic-ridden losses for businesses like indoor drinking establishments, by creating an elevated Michelin-quality menu that focuses on ingredients, community, and the outdoors - like last week’s Governors Island popup by The Modestos near the Statue of Liberty. Using NY produce, NY dairy, NY meat, NY seasonal wild seafood and NY preserved fruit in an open field on Governors Island seldom visited by anyone, let alone Three-Michelin Star quality dishes, The Modestos bring us together at their outdoor fire cooking experience. These chefs travel the world looking for any open land that would have them. From weddings to food festivals, camp grounds and NYC parks — these food popups are coming and if you haven’t tried one yet, you need to.

Learn more below about the different types, the history of food popup concepts, and the innovation in the space. Single day popup restaurant concepts have been some of the most exciting cuisine we have tasted in the past 5 years. From innovations in Michelin-quality sourcing , to emerging ingredients and cuisine, to time tested classics. Japanese Onigiri and Tonkatsu Ramen, Ginger Soy Marinated Local Mushroom over Single Origin Rice, Palm Springs’ indigenous Salsa Matcha from behind bar counters in Brooklyn, to Uruguay open fire steak dinners in the Hudson Valley or looking at the Statue of Liberty from an island in NYC. Glamping in tents, communal dinners, and abandoned lot concepts. We have traveled the country to see San Francisco Bay Area chefs preparing Colombian ceviche for single weekend popups, helped promote the first food truck lots that emerged in 2010, visit semi-permanent food popup concepts in Savannah, GA and have Included them all here. We thought we’d start by recounting the history of the emerging ingredient food popup industry as it led us to this point.

born out of a love for local food systems, transparency, innovation, and accessibility, these stories have amassed a hyper focused devoted following on instagram thanks to their affordable, open, and enormous passion for the industry. these makers focus on education, seasonality, hyper local sourcing, serving the underserved, is constantly pushing the limits year after year, and we are thrilled to feature their activities — the perfect balance of bev projects, local food artisans, artists, and regional cocktails that complement Farm2Me’s mission to grow local food systems, worldwide. 

read on for our story on the open fire popup concept, learn about some of the food popup businesses, rediscover the joy of seasonal cocktails , support local craft makers for economic development and learn how to eat seasonally on a budget. i know you'll love these stories as much as we do. 

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The Modestos

The Modestos is an open fire popup restaurant that caught our eye in 2020 with its innovative approach to open fire popup dining at an affordable price. Established in 2019, the concept focuses on seasonal, locally-sourced ingredients, chopped local wood for forest management, offering a unique menu that changes regularly to reflect the freshest produce & dairy / meat / seafood available.

Norberto and Gavin

Founded by chef Norberto Piattoni and Gavin Runzel, The Modestos aims to create an immersive dining experience that combines nature, seasonality, tradition, and gastronomy. The name "The Modestos" reflects Chef Norberto’s grandfather’s middle name, drawing on his recollection of childhood, celebrating his family recipes, the impact they have on him and The Modestos cuisine, and the importance his family always placed on ingredients elevated by creativity and technique.

Gavin is that creativity — with a focus on community, can be felt the moment you’re in their presence — she handles the brand, from executing the evening’s design, to her storytelling throughout the night and constant communication with everyone there. The Modestos attention to and focus on community are the fabric of the experience. They connect you to the conscious moment you are in, savoring the season around you and on your plate, the community you are with — a feeling similar to a family meal.

Dining Experience

The Modestos offers a multi-course tasting menu that highlights the best of local flavors. Guests can expect dishes that are beautifully presented and thoughtfully crafted, often accompanied by curated wine pairings. The ambiance is seasonal and inviting, with a focus on communal dining that encourages interaction among guests.

Norberto reflects on his memory of being entrusted to make the family sauce for the first time as a 10 year old child, invited into his mother’s kitchen, tasting and perfecting the dish, until it was as his brain remembered it. You can find notes of that sauce in the dishes they serve today — a Guajillo roasted pepper Tomato salad — Guajillo peppers roasted, peeled, torn, tossed in fermented fish oil & vinegar, and combined with seasonal tomatos ripe from the vine grown down the road. That subtle homage to growing up eating dishes from another part of the world, combined with the everyday abundance of tomatoes in the Hudson Valley in NY. I’ve never tasted anything like it! Combine that with Oysters, Skirt Steak, Roasted Cabbage, Seasonal Compote, Cakes for dessert all with the same level of attention and detail, and you have The Modestos down to a T. This is one of the best farm to table dinner concepts we have ever been to.

Pop-Up Locations

What sets The Modestos apart is its ever-changing locations. The restaurant operates in various settings—ranging from urban rooftops to scenic vineyards—each chosen to enhance the dining experience. Today we found ourselves in NYC, on Governors Island, overlooking the NYC skyline and the Statue of Liberty. This sense of adventure not only keeps the menu fresh but also creates a buzz around each event.

Community Engagement

The Modestos places a strong emphasis on community. They often collaborate with local farmers and artisans, promoting sustainable practices and fostering relationships within the food ecosystem. Down to the cream and butter they used in their desserts — coming from Chaseholm Dairy and Ronnybrook Farm, a detail most always overlooked by most restaurants.

Check them out or book them for your next event!

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History of Food Popups

The Evolution of Popup Food Markets and Popup Dinners

Origins in Street Food

The concept of street food has ancient roots, with vendors serving meals in public spaces for centuries. Civilizations like ancient Rome and medieval Europe had vendors selling food on the streets. However, the modern incarnation of food markets and trucks began to take shape in the mid-20th century.

The 1950s and 1960s: Birth of the Food Truck

The post-war economic boom in the United States led to the rise of mobile food vendors. In the 1950s, entrepreneurs began converting old delivery trucks into mobile kitchens, serving up simple meals to factory workers and late-night crowds. These early food trucks offered a mix of American classics—hot dogs, burgers, and fries—catering to the fast-paced lifestyles of urban workers.

The 1980s: Gourmet Revolution

By the 1980s, the culinary landscape started to shift. Chefs began to embrace street food as a legitimate culinary art form. The rise of gourmet food trucks can be attributed to chefs looking to break free from traditional restaurant constraints. Cities like Los Angeles saw an influx of food trucks offering upscale cuisine, influenced by international flavors and culinary trends.

The 2000s: The Popup Phenomenon

The turn of the millennium marked a significant change. Popup restaurants began to gain popularity, often hosted in vacant spaces or as part of food festivals. These temporary eateries allowed chefs to experiment with new concepts without the financial burden of a permanent location. The flexibility and novelty of popup markets attracted food enthusiasts eager for unique dining experiences.

Social Media and the Food Truck Boom

The explosion of social media in the 2010s played a crucial role in popularizing food trucks. Platforms like Twitter and Instagram allowed food trucks to announce their locations in real-time, creating a loyal following. Events like food truck festivals emerged, bringing together diverse vendors and creating a vibrant community atmosphere.

Global Influence and Diversity

As food trucks and popup markets became mainstream, their influence spread worldwide. Cities like Melbourne, Toronto, Mexico City, and London embraced this trend, showcasing their own culinary diversity. Popup markets became spaces for local artisans, encouraging cultural exchange and supporting small businesses.

The COVID-19 Pandemic: Resilience and Adaptation

The COVID-19 pandemic dramatically reshaped the food landscape. With restaurants closed or operating at reduced capacity, many chefs turned to food trucks and popup markets as a means of survival, at first. Outdoor dining became a necessity, but the capital investment is expensive, causing an increased demand for cheaper options — flexible dining, and free options. Cities began to adapt regulations to support food vendors, recognizing their importance in maintaining community spirit. Bars and Breweries started opening their counters to electric plugin glass surface stoves, and offered these spaces for free. This concept spread to vineyards, and other establishments not currently offering food. Eventually, event companies offering camping and glamping, as well as orchards and even city parks departments, are opening open spaces to Chefs.

Behind-The-Bar Counter , Brewery Food Popups, Vineyards and more

What’s interesting about this concept that emerged in 2019 as a response to the pandemic, behavioral changes, and economic collapse, is the stickiness. Bars and Breweries with plenty of empty space to offer 5 feet to a chef, looking to draw customers, and build community. And Chefs looking for no rent opportunities (without $200 booth festival fees or $2000/mo rent stalls / food halls) found Breweries and Vineyards. Without food, these establishments were the perfect symbiotic partner. If you haven’t been to a secret Popup Food concept inside of a Brewery or Vineyard —you need to! Here are a few examples:

Ore Bar in Williamsburg, BK in New York City offers space for Chefs like Matsuzaka Ramen to popup at their bar counter

Wine Bars like Tala Wine Co in San Francisco, CA offer chefs like Mecato to popup with their Heirloom Colombian Food concepts

Collective Retreats has a collection of outdoor spaces for Chefs to hold popup series at their glamping locations around the US - locations include Governors Island NYC, Vail CO, Hill Country TX, and others.

Software for Food Popups called Hot Plate

Popups are unique in that its a single chef or small team with 1 or 2 electric stoves, so taking orders ahead of time isn’t as simple as a retail location’s Door Dash. You need to know when customers are coming to eat or pick up, and It’s much easier if you know how many tables (eg. 4 seatings every 15 minutes) your customers can “sit at” or “pick up” at any given time interval. There’s an app that lets your customers book orders in 15 minute intervals called Hot Plate and the User Interface is amazing! It’s free to use, and it will improve your customer experience 60-75% as well as predict and reduce waste 30%.

The Future of Popup Food Markets and Food Trucks

Today, popup food markets and food trucks continue to thrive, with a focus on sustainability and local sourcing. Innovations like electric food trucks and eco-friendly packaging are becoming more common, reflecting a growing awareness of environmental issues. Popup lots offering electric food trucks the outlet to plugin. As communities seek unique dining experiences, these mobile kitchens and markets will likely remain a beloved fixture in urban landscapes.

Outdoor Open Fire Cooking Popups

Heirloom Fire (Berkshires, MA) and The Modestos (Hudson Valley, NY) are two early conceots of the open fire dinner popup that launched out of the pandemic and scaled to an event catering model and popup restaurant model, respectively.

Chef James Gop, the mind behind Heirloom Fire, an open fire events company based in the Berkshire Hills of Massachusetts, has spent many years creating something incredible.  He is an innovator, scientist, explorer, trailblazer, and a man full of endless curiosity. He continues to bring knowledge to the table and provides the ultimate experience for both large scale events and small dinner parties. Chef James loves educating people about sustainability, foraging, cooking and creating elements to make an unforgettable meal. A trailblazer in the world of food, James has created unique dining experiences for each of the clients he has served in his decade long cooking journey. James understands local food, but his interests extend beyond the dinner plate. With his dining table always evolving, Chef James creates new culinary adventures grounded in sustainability, education and magic both in his kitchen and over the fire.

The Modestos you read about above, if you skipped over, scroll up and read about Norberto and Gavin, and what makes The Modestos one of a kind.

The history of popup food and food trucks is a testament to culinary creativity and resilience. From humble street vendors to gourmet culinary experiences, these mobile dining options have evolved, reflecting societal changes and community needs. As they adapt to the future, they will undoubtedly continue to shape the way we experience food and culture.

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