Netflix Continues Live-Experience Push With Pop-Up Restaurant

Have you ever watched “Iron Chef” and wanted to sample what the judges are eating?

Netflix is hoping you have.

The streaming service on Tuesday (June 13) announced the impending debut of a pop-up restaurant in Los Angeles designed to showcase its various food-related series. It marks the latest in a series of moves by Netflix to offer consumers real-world products and experiences tied to its programming.

Launching June 30, “Netflix Bites” will showcase chefs from series like “Iron Chef: Quest for an Iron Legend” and “Chef’s Table.”

“These culinary legends will team up to create a special tasting menu that features flavorful bites showing off their unique specialties and giving fans and foodies alike a one-of-a-kind restaurant experience,” the company said in a news release.

Netflix says the restaurant continues its tradition of “live experiences” tied to programming such as “Bridgerton” and “Stranger Things.”

Last year, the company opened Netflix at the Grove, a pop-up store in LA that sold show-related merchandise and what it called experiential “photo-ready vignettes featuring life-size versions of notable Netflix characters.”

At the time, PYMNTS noted that Netflix needed to help recoup its losses as it shed customers during the “Great Unsubscribe.”

The company’s fortunes appeared to have been improving last week, as it reportedly enjoyed a surge in daily sign-ups even as it cracked down on password sharing.

Netflix has also recently teamed with Lacoste on a line of clothing inspired by the company’s various original series, sold via the Netflix online store or on Lacoste’s website.

“We think products can be a powerful medium for storytelling and partnering with Lacoste presents a unique opportunity to blend the worlds of fashion and entertainment,” said Josh Simon, vice president of consumer products at Netflix. “This collection is a compelling and creative way for fans to express their love for our stories and characters.”

Writing about this trend last year, PYMNTS’ Karen Webster pointed to the untapped potential for streaming services to delve into eCommerce.

“Streaming is a high-engagement activity for which there is currently low commerce penetration, outside of subscription fees, but a huge potential for expanding the GDP of the world’s digital transformation,” she wrote.

“Making the brands inside of the shows on those platforms shoppable — in the moment — creates new revenue streams for streaming platforms, show stars, and brands that want those impulse buys.”