A pop-up pizza kitchen expanded member dining options, provided another revenue stream and relieved stress on the main dining room during peak service periods, rather than expanding normal a la carte service to unsustainable levels.

Looking for a way to reinvigorate an unused outdoor deck space, provide an additional dining option for members and establish a new foodservice revenue stream, Bay Head Yacht Club purchased three portable propane-fueled ovens and then introduced a pop-up pizza kitchen which was open last summer on evenings and was eagerly tracked by members through social media. 

After Hurricane Sandy cut her swath of destruction through New Jersey in 2012, the Bay Head Yacht Club in Bay Head, N.J., elevated its restored clubhouse 12 feet to prevent damage from future storms. That left a good-size deck area underneath which the club used for dining service during the COVID shutdowns. But with indoor dining restored, that deck was left vacant until club management thought of using it as the site of a pop-up pizza kitchen that would expand member dining options, provide another revenue stream and relieve stress on the main dining room during peak service periods rather than expanding normal a la carte service to unsustainable levels.

Launched last July, the al fresco pizza pop-up was open only on certain dates that were relayed to members via Instagram and other social media platforms, creating a cachet around the concept, and making it exciting for members who looked forward to each event. 

The pizza pop-up was especially popular with younger members who would much rather just “pop” by on a Saturday evening than plan for a sit-down dinner. It was also a popular family option. Requests for the pop-up kitchen remained strong throughout the summer.

This year the ovens will be fired up on Wednesday evenings from the end of June through Labor Day, according to Clubhouse Director James Creamer. To avoid poaching diners from the clubhouse, the pop-ups are scheduled for quieter times in the dining room or evenings when a full house is expected, particularly during special events.

On any given pop-up night last summer, the club sold between 125 and 150 personal-size pies, generating extra revenue from a part of the club that had been dormant. Because they are assembled and baked on the spot, the pizzas are available on a first-come, first-served basis.

The portable ovens required little investment. Last year, the pop-up kitchen was operated by three staffers which will be increased to four this summer to meet the demand. 

Each pizza takes a turn in each of the three ovens set at different temperatures. The first one crisps the crust, the second melts the cheese and the third gives the pie a nice golden-brown finish. Each thin-crust pizza requires about two minutes to prepare from start to finish in a process that Creamer compared to a conveyor belt.

To expedite the preparation process, staff limited the topping choices to three: mushroom with truffle oil and arugula, margherita with mozzarella and basil, and the always popular pepperoni.

“We stayed away from offering too many toppings or specialty pizzas so we could keep the production line moving at a steady pace,” Creamer explained.

Depending on member response to the pop-ups being a regular Wednesday evening feature this summer, the club will consider expanding them into the fall when al fresco dining is still viable.

The Goal:To reinvigorate a vacant outdoor space and utilize it to expand the availability of casual and family dining options at the club, create a new revenue stream, generate member anticipation and excitement on slower nights and relieve stress on the kitchen during heavy a la carte nights and events. 

The Plan: The club purchased three portable propane pizza ovens with the idea of offering a pop-up pizza kitchen where pies would be made on-site in the vacant area beneath the elevated clubhouse dining room. It is positioned as a pop-up event to avoid poaching members from the club’s main dining room. Members could track the dates of the pop-up events through Instagram and other social media channels.

The Payoff: Member excitement about and attendance at the pop-up pizza kitchen events far exceeded the club management’s expectations. The club sells an average of 125 to 150 pies on pop-up nights without having a negative impact on main dining room sales. This year, the pop-ups will be held every Wednesday night from the end of June through Labor Day.