How to test your food business in new markets

Dec 13

Expanding your food business into new markets like NYC and Chicago is an exciting step that can lead to new opportunities and revenue growth. However, growth comes with challenges, and diving into a new market without preparation can be risky. Testing your concept is an essential step to see how it resonates with a new audience. Whether it’s hosting pop-ups, collaborating with local businesses, or showcasing your offerings at festivals, there are strategic ways to approach this journey and ensure success.

Host a pop-up event to showcase your brand

Pop-up events are one of the most effective ways to introduce your food business to a new market. They allow you to test your concept in a real-world setting, gather feedback, and build connections with local customers—all without the commitment of a permanent location.

Nimbus has shared kitchen spaces in NYC and Chicago and is ideal for hosting these events. Our professional-grade facilities provide everything you need to execute a seamless pop-up, making the process much simpler.

Take inspiration from others who have tested the waters this way:

South Philly Barbacoa introduced their celebrated cuisine to NYC through a pop-up at Nimbus, attracting curious diners and generating excitement. They ultimately decided to stay in Philadelphia, but the experience broadened their NYC network and gave them a sense of what to expect if they decide to expand in the future.
Pasta Class Florence Traveled to NYC from Italy to host cooking classes every weekend for several months. This helped them build their brand, understand the challenges of expanding internationally, and understand the NYC market.
Tenten hosted a month long lunch pop-up at Nimbus Downtown Brooklyn to test their vietnamese business concept. This allowed them to establish a proof of concept and solidify their menu. Now they have their own restaurant in Chinatown!

Collaborate with local businesses to expand your reach

Partnering with established businesses is another effective way to test your concept in a new market. Collaborations let you share audiences and establish credibility while offering a unique experience for customers.

Tips for collaborations:

Pair with complementary brands: For example, a bakery might team up with a coffee roaster to create a curated tasting experience.
Think beyond food: If your concept is health-focused, consider partnering with a yoga studio for a wellness-themed event.
Create exclusivity: Limited-edition products or experiences can generate excitement and attract attention.

These partnerships help you tap into a loyal local customer base and build lasting relationships in the community.

Participate in festivals to test your concept

Food festivals offer another excellent opportunity to test your business in a new market. Events like Smorgasburg and EEEEEATSCON attract enthusiastic food lovers eager to discover fresh, exciting offerings. Nimbus has a partnership with NYC Night Markets, so our members can easily participate in their summer markets.

Why festivals work:

Targeted audiences: Festival-goers are pre-qualified as people who love trying new foods, giving you immediate insights into your concept’s appeal.
Brand visibility: With the right setup, you can leave a lasting impression on a large audience.
Feedback in real time: Festivals let you see what customers respond to, helping you fine-tune your offerings.

If you’ve seen success at festivals in your current city, explore events that also operate in nyc or chicago. Smorgasburg, for example, offers weekly events during the summer, while EEEEEATSCON provides a high-energy, focused weekend experience. Both options give you a chance to immerse yourself in the local food scene.

Build a local presence before you arrive

Before setting foot in a new city, start building buzz online. Social media platforms like Instagram and TikTok are powerful tools to engage with potential customers in NYC or Chicago. Share behind-the-scenes content, announce upcoming events, and highlight what makes your brand unique.

Partnering with local influencers can also give you a head start. Influencers who share your brand’s values can introduce your business to their followers, creating early interest and awareness.

Testing sets the foundation for success

Testing your food business in a new market allows you to gather data, minimize risks, and set realistic goals. Whether it’s through pop-ups, collaborations, festivals, or shared kitchens, each step helps you learn more about your audience and adapt your concept to meet their needs.

By testing first, you can refine your branding and messaging, ensuring your business aligns with the unique culture of the city. With the right strategy, you’ll be well-positioned to thrive in new markets.

Ready to test your food business in NYC or Chicago?

Nimbus is here to support your journey. With state-of-the-art facilities, flexible rental terms, and a community of like-minded entrepreneurs, Nimbus offers the perfect environment to bring your concept to life. Whether you want to host a pop-up, partner with local businesses, or prepare for a festival, Nimbus provides the resources you need to succeed.

Expanding into a new market is an exciting challenge, but with careful testing and the right tools, it can open the door to incredible opportunities. Start small, learn along the way, and watch your business grow in dynamic cities like NYC and Chicago.