Iconic American fast food joint In-N-Out Burger will be opening in Auckland tomorrow for one day only, with the pop-up store hopefully a sign that the company are interested in cracking the Kiwi market.
First Retail Group retail analyst and managing director Chris Wilkinson thinks the burger franchise are "testing the market" to see if there's enough demand for a permanent store in the future.
In-N-Out have previously held a pop-up store in NZ, hitting our shores in 2017.
Tomorrow's one day only event runs from 11am to 2pm at Portland Public House in Kingsland, Auckland.
"Animal style", "double double" and "protein style" burgers will be on offer.
"For those who have not yet experienced In-N-Out Burger, be sure to come and check us out at this special promotional event," In-N-Out said in a local advertisement.
"It's quite an interesting strategy that these kinds of companies use," Wilkinson said.
"We know that brands like In-N-Out and Shake Shack are hugely aspirational in their markets, and [pop-ups] are a way of keeping the brand on radar with people and maintaining relevance in a market before they make the move."
Get down to Portland Public House nice and early tomorrow if you're keen for a tast of In-N-Out!