I just put my head down and started work, making tortillas boom, boom, boom.

我只能低頭開始工作，做玉米餅，一個接一個。

There's no other way.

別無他法。

According to the National Restaurant Association, in 2021, nearly 90,000 restaurants across the U.S. closed.

根據美國國家餐館協會的數據，2021 年，全美將有近 9 萬家餐館關閉。

The pandemic changed everything.

疫情改變了一切。

The restaurant industry was especially vulnerable.

餐飲業尤其脆弱。

People were unemployed.

人們失業了。

They had time on their hands, but they were also really strapped for cash.

他們有的是時間，但手頭也非常拮据。

And it pushed a lot of people to develop pop-ups.

這推動了許多人開發餐車。

In 2022, there were 105% more temporary restaurants or pop-ups than there were in 2021.

2022 年，快閃店或餐車比 2021 年增加了 105%。

And in 2023, there was 155% more than in 2022.

而在 2023 年，這一數字比 2022 年增加了 155%。

While the pandemic certainly didn't create the pop-up, it did lead to an explosion of them.

雖然疫情肯定沒有創造出餐車，但它確實導致了餐車的爆炸性增長。

So what does it take to make a pop-up restaurant successful?

那麼，怎樣才能讓一家快閃餐廳取得成功呢？

And is this business model sustainable?

這種商業模式是否可持續？

I was a sous chef at Eleven Madison Park.

我曾在 Eleven Madison Park 擔任副主廚。

I worked in fine dining for almost 10 years.

我在高級餐廳工作了近 10 年。

That was always my goal, to open my own fine dining restaurant.

開一家自己的高級餐廳一直是我的目標。

(Speaking in a Foreign language) We were working at a restaurant in Las Vegas. From Las Vegas, they moved us to Brooklyn to open another restaurant before the pandemic.

（用外文）我們在拉斯維加斯的餐廳工作。在疫情之前，他們將我們從拉斯維加斯搬到布魯克林開設另一家餐廳。

My name is Eric Huan. I am the chef and founder of Pecking House.

我是 Eric Huan，我是 Pecking House 的主廚和創辦人。

(Speaking in a Foreign language) Jorge Aguilar, and I'm the chef and owner of Border Town.

（講外文）Jorge Aguilar，我是 Border Town 的廚師和老闆。

Amanda Rosa, and I am the co-owner of Border Town.

Amanda Rosa，我是 Border Town 的共同創辦人。

I left Eleven Madison Park in January of 2020 and then all of a sudden, lockdown happened.

我是在 2020 年 1 月離開 Eleven Madison Park 的，然後突然發生了封城。

Everybody's stuck at home.

每個人都被困在家裡。

We were unemployed and just had the time.

我們失業了，正好有時間。

(Speaking in a foreign language) It occurred to me to roll the taquitos in aluminum foil. And I went to try and sell them in the street.

（講外文）我想到用鋁箔紙包墨西哥玉米餅。我就去嘗試在街上賣它們。

I went to Home Depot, and carwashes. People would try them and say: "These... these are really good."

我去了 Home Depot 和洗車場。人們試吃後說：「這些……這些真的很好吃。」

Around here, almost nobody has tried tortillas made from this type of flour. And that's how we started.

在這裡，幾乎沒有人嘗試過用這種麵粉製成的玉米餅。我們就是這樣開始的。

Traditionally, people would have thought it was a pop-up as more of a space you go to.

傳統上，人們會認為快閃店是你選擇會去的空間。

But due to the circumstances of the pandemic, it became this pop-up that came to you.

但由於疫情的情況，它變成了快閃店找上你。

The pandemic pushed Jorge and Amanda to take to the streets to bring their specialty tortillas and tacos to people, while Eric decided to sell pop-up Sichuan-style fried chicken deliveries from the back of his car.

疫情迫使 Jorge 和 Amanda 走上街頭，為人們帶來他們的特色玉米餅和玉米餅，而 Eric 則決定在車後座出售川式炸雞外帶。

One day, we just replied to an ad on Craigslist.

有一天，我們剛剛回復了 Craigslist 上的一則廣告。

That was our first pop-up we ever did.

那是我們的第一個快閃。

We were like, let's just go for it.

我們想，就這麼幹吧。

And once he kind of got the taste for being able to do our own thing, we just kind of went from there.

一旦他嚐到了做我們自己的事情的甜頭，我們就從那裡開始了。

Instagram specifically has become the biggest tool for pop-ups.

特別是 Instagram 已成為快閃餐廳的最大工具。

Once I committed to the fried chicken recipe, we just kind of told people about it via Instagram and it just kind of slowly spread from there.

一旦我確定了炸雞食譜，我們就會通過 Instagram 告訴大家，然後慢慢傳播開來。

The only marketing we've ever done is through Instagram and again, it was very little by little.

我們唯一做過的行銷是透過 Instagram，而且也是一點一點地做。

Then we got a couple press hits and it just, it took off like wildfire.

然後我們得到了一些媒體的報導，它就像野火一樣燎原了。

That Rob Martinez video that went viral on Instagram.

在 Instagram 上瘋傳的 Rob Martinez 影片。

It's called Border Town.

它叫 Border Town.。

Smoky, spicy, rich.

煙燻、辛辣、濃郁。

Let's support Jorge's business.

讓我們支持 Jorge 的生意。

Come out next week.

下週出來。

Yeah, the following pop-up, that next Sunday, was live.

是的，接下來的快閃，也就是下一個星期天，非常多人。

(Speaking in a foreign language) I think the line went until the end of the block.

（講外文）我記得隊伍一直排到了街區的盡頭。

Around the block.

沿著街區排隊。

(Speaking in foreign language) It was just tow of us, making tacos for a ton of people.

（講外文）只有我們倆個給一堆人做墨西哥捲餅。

We could only really deliver to about 120 people a day, which was already a lot.

我們每天實際上只能向大約 120 人提供服務，這已經很多了。

It was crazy and really challenging.

這很瘋狂，也很有挑戰性。

The worst thing is disappointing people who have waited.

最糟糕的是讓等待的人失望。

It's just like, you never, never want that to happen.

你永遠永遠都不希望這種事情發生。

(Speaking in a foreign language) And that happened many times.

（講外文）這種情況發生過好幾次。

We're at this turning point, though, where a lot of people who were running these pop-ups feel, you know, it was incredible to do it for as long as they've done it, but it's untenable to kind of grow until they decide what the next step is gonna be.

不過，我們正處於這樣一個轉捩點上，很多經營快閃店的人都覺得，你知道，他們能做這麼長時間真是不可思議，但在他們決定下一步該怎麼走之前，再發展就有點站不住腳了。

Let's take a second to thank our sponsor, Verizon.

讓我們花一點時間感謝我們的贊助商 Verizon。

This month, Verizon Small Business Days are back to help make things a little bit easier.

本月，"Verizon 小型企業日 "活動將再次登場，為您帶來更多便利。

From August 5th to August 11th, you can meet with business experts, get one-on-one advice, free tech checks, and special offers, like a free 5G phone when you switch over to their service.

從 8 月 5 日到 8 月 11 日，您可以與業務專家會面，獲得一對一的建議、免費技術檢查和特別優惠，比如在轉用他們的服務時免費獲得一部 5G 手機。

So, don't miss out.

所以，千萬不要錯過。

Now, back to the video.

現在，回到影片。

Pop-ups are incredibly hard to run.

快閃餐車很難運作。

It's not everyone's goal to be doing that forever.

並不是每個人的目標都是永遠這樣。

(Speaking in a foreign language) Going up and down, up stairs and down again, setting up the tables, and all the equipment, breaking it down and then putting it back in the car.

（用外語發言）上上下下，上去又下去，把桌子和所有的設備擺好，拆開再放回車裡。

That's the hardest part, I think, the most tiring part of it all.

我認為這是最困難的部分。最累人的部分。

There's not a ton of data on the successes and failures of pop-ups, and that's largely because every small business has different goals.

有關快閃餐車成敗的數據並不多，這主要是因為每個小企業的目標都不一樣。

You know, what is the success rate?

成功率有多高？

I can't really answer that because I think that's not everyone's goal to be doing a pop-up that turns into a restaurant.

我真的無法回答這個問題，因為我覺得這並不是每個人的目標，不是每個人都想做一個能變成餐廳的臨時店。

There are many pop-ups, like Apocalypse Burger in Indianapolis, that found success, yet closed their doors to focus on other projects.

有許多連鎖店，如印第安納波利斯的 Apocalypse Burger，取得了成功，但卻關門大吉，專注於其他項目。

Or Southeast Roadhouse in Texas, which is a new pop-up from two chefs who previously popped up with other restaurants.

或者德州的 Southeast Roadhouse，這是兩位曾在其他餐廳開過店的廚師新開的一家臨時餐館。

In some cases, the limited run is the goal.

在某些情況下，限量生產就是目標。

For so many people, this is the first time that they've ever been able to really dream.

對許多人來說，這是他們第一次能夠真正做夢。

The good things about the pandemic is it shook up the normal order of things.

疫情的好處在於它打破了正常的秩序。

And I think people were just like, oh, we don't... there are no rules.

我覺得人們就像在說，哦，其實世界沒有規則。

If the pandemic hadn't happened, we'd probably just be working in someone else's restaurant right now.

如果疫情沒有發生，我們現在可能只是在別人的餐廳裡打工。

The pandemic definitely gave us the time, the freedom to just make this happen.

疫情無疑給了我們時間和自由來實現這一點。

There are many storefronts that are opening this year that came from people who built an audience through pop-ups just on Instagram, which is really exciting.

今年開業的許多店面都是通過 Instagram 上的快閃店建立起粉絲的，這著實令人興奮。

We were kind of a nomadic restaurant for almost a year.

在將近一年的時間裡，我們就像是一家遊牧餐廳。

It was a whole process of learning how to sign a lease, how to set up insurance, workers' compensation, all these things you never learn as a chef.

這是一個學習如何簽訂租約、如何辦理保險、工人賠償等所有這些作為廚師永遠學不到的東西的過程。

Then you build a restaurant, and that's a brutal process.

然後再建一家餐廳，這是一個殘酷的過程。

The future of Border Town is definitely a restaurant, you know, definitely brick and mortar.

Border Town的未來肯定是一家餐廳，你知道，肯定是實體店。

That kind of brought me back to my roots of like, you know, this is what being a chef is really about, is making people happy.

這讓我找回了自己的初心，就像，你知道，這才是做廚師的真正意義，就是讓人們開心。

I'm very grateful for it.

我非常感激。

And that's how I met my future wife, so it's pretty good, too.

我就是這樣認識我未來的妻子的，所以這也很不錯。

(Speaking in a foreign language) Seeing people's faces when they eat the tacos and they say "wow".

（講外文）看到人們吃炸玉米餅時的表情，他們會說「哇」。

And they come and find you, to tell you: "Thank you so much, the food was excellent. Muchas gracias.

他們來找你，告訴你：「非常感謝，食物很棒。非常感謝。」

When I hear that, I know that my job is done.

當我聽到這句話時，我知道我的工作完成了。