The Salty Extends its Lincoln Road Pop Up Indefinitely

Lincoln Road

Susan Askew
Susan Askew

The Salty Extends its Lincoln Road Pop Up Indefinitely:

After successful pilot, the company will add to its menu and programming

When the Lincoln Road Business Improvement District (BID) was looking for ways to bring people back to Lincoln Road following COVID-19 closures, one of the ideas was a pilot program that brought two of the area’s most popular restaurants to Lincoln Road – El Bagel and Salty Donut (The Salty) – for weekend pop ups. The pilot ended last weekend but The Salty decided to stick around indefinitely.

Salty Chief Marketing Officer Danny Pizarro said the company had gotten requests from diehard fans to come to the Beach and the pilot was a great chance to test the market. “It was really phenomenal,” he said with lines down the block from The Salty’s retro camper. The pop up did over 600 transactions a day during the course of the weekend pilot, Pizarro said. The first few days out, supplies ran out but once they got a feel for the demand, they were able to plan better.

Some of the favorites? “Everybody’s loving our traditional glazed… the dulce de leche has been doing phenomenal and our guava and cheese is kind of the staple,” Pizarro said. This weekend, they’ll be featuring the Churro + Dulce de Leche Star donut (below) with some of the proceeds going to provide food and water to Texans impacted by winter storm Uri. In addition to locations in South Miami, Wynwood and Orlando, The Salty has stores in Austin and Bishop Arts, Texas. Pizarro said he expects people “to go absolutely bananas over the star donut on the Beach and we’re taking plenty of them!"

 

The Salty camper will be stationed on the corner of Meridian and Lincoln every Saturday and Sunday from 10 am until 4 pm and, soon, a new, larger camper will allow full coffee service including the Cinnamon Crunch Toast latte and other fan favorites. The pop up will also be able to take online orders like The Salty's traditional stores.

With the long-term commitment, Pizarro said look for the kinds of activities The Salty is known for. “We’re excited and we have a lot of tricks up our sleeve,” he said. “There are a lot of cool brands that we’re working on some cool stuff with… Knowing that we’re going to be there long-term now, we can plan things in advance” and activate the space with seating, special campaigns, scavenger hunts, challenges, yoga classes, and other ways to connect with customers.

Lyle Stern, President of Koniver Stern Group, a retail leasing and consulting company that owns and operates properties on Lincoln Road, and a member of the Board of the Lincoln Road BID, has been instrumental in creating activities to bring people back to Lincoln Road following the reopening of businesses last summer. In addition to the El Bagel and The Salty pop ups, the BID has sponsored workouts in the open air 1111 Lincoln garage, roving musicians in golf carts, and created new partnership with Fairchild Gardens to highlight the street’s landscaping and with the South Beach Food and Wine Festival for an artisanal food market

“It’s all an experiment,” Stern said of the activities. “It’s an experiment in shifting perceptions about the road, but more importantly, it’s shifting the realities of the road. What really is Lincoln Road? It’s very much an experiment no different than in any great emerging neighborhood.” The question with urban experiments, he said, is “What’s the recipe to get it right?”

In the case of The Salty, Stern said, it is a growing business, started by a young couple that “had the bandwidth to look long term.” 

Eventually, he said, “They’d like to have a more permanent home on Lincoln Road.” In the meantime, the goal was to figure out “what could we do in this interim stage while looking for this long-term home.”

For Lincoln Road, the indefinite pop up “is an opportunity to continue to populate Lincoln Road with the kind of tenant and the kind of experience that people want,” according to Stern. “Food centric, fun, different, not available everywhere else, unique and that had a loyal brand following and a proven concept in terms of social media.”

“That’s the key, it’s fun,” Stern emphasized. “Lincoln Road should be this fun, experiential place.” There will be time to “worry about the retail later on,” he said referencing the “global retail meltdown” and closed stores.

“This is an opportunity to reinvent Lincoln Road… and more is coming,” Stern noted. “MILA has been a huge success,” he said of the rooftop restaurant at Lincoln and Meridian. “Michael Schwartz’s Harry’s [Pizzeria] is well under construction, opening this spring.” And, Pura Vida announced a Lincoln Road location that will include dinner, "an expansion of their concept,” Stern said. 

“I think all these things are 1 and 1 equals 5,” he added. “It’s more than just Salty… it’s meaningful in the evolution.”


Disclosure: The author has been known to consume product from The Salty which she may enjoy a little too much.

Photos courtesy The Salty


 

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