Limited-edition restaurants, elite chef “residencies,” and other one-night-only dining experiences have become the fastest-moving craze in food.
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Follow five hot young chefs on Instagram and you’ll start to stumble upon pop-ups the way you do Bonobos ads.
You can sell a burger for $25 in New York and no one fucking bats an eye.
What they waited for was not so much a meal but the deliverance of content.