A Study on Multifaceted Consumer Experience in Food Brand Pop-Up Stores: In-Depth Interview with Phenomenological Approach

In an increasingly competitive market, food brands are leveraging pop-up stores as innovative platforms to engage consumers through immersive experiences. This study employs a phenomenological approach, a qualitative research methodology, to comprehensively explore consumer experiences in food brand pop-up stores by conducting in-depth interviews with nine participants. The analysis yielded 488 significant statements, which were synthesized into nine themes and four thematic clusters: ‘Sensory experiences,’ ‘Novel discoveries,’ ‘Temporary/entertaining experiences,’ and ‘Active/participatory experiences.’ These findings indicate that food pop-up stores not only serve as venues for product introduction but also provide consumers with multifaceted sensory and experiential engagement. Moreover, this study identifies new experiential elements not covered in previous research, highlighting the need for further research to confirm validation and effectiveness.