The Post-Pandemic Future of NYC's Instagram Pop-Ups
“We are sold out! Thank you so much everybody!!!!” Former Gramercy Tavern pastry cook Lauren Tran types out the note and publishes the update to her Instagram feed. Months into the venture, Tran, 32, still can’t believe customers often snap up her $40 pastry boxes within hours of posting her weekly menu for Bánh by Lauren, her Vietnamese-French pastry business, on Instagram. On a gray, snowy Monday in mid-January, with customers anchored to their apartments and scrolling through the app, Tran’s macarons and banh bo nuong — a chewy, striated Vietnamese pandan honeycomb cake — are...
Source: eater.com