Posted by: Jeffsayyes | May 6, 2013

Marketing on Smorgasburg – A complete view of the vendors

Being a vendor an event means that you’re always working and never able to walk around and visit the other businesses. My friend Noah Arenstein recently opened the newish Jewish food Scharf & Zoyer stand at Smorgasburg (you may have been following his path on Serious Eats as Chris Crowley has been documenting). I felt bad that he never was able to see the competition and learn from them; So I decided to photograph every vendor at the Saturday Smorgasburg event.

You can see the full set ON FLICKR … but below I want to point out a few awesome marketing set-ups and other comments. Commence!

Some vendors are sad, some are out of touch, some are a bit commercial, some are rustic, and just have the magick:

Big block of ice in front, chalkboard with cute graphics. Huge popsicle stick as the logo. Great design. I kinda just want to talk to these people – look how friendly it is

Mighty Quinn and their tremendous line. The set-up isn’t much, you can barely see the brisket from within the Smorg. However, their reputation precedes themselves and the price is not terrible either ($5 little, $9 big portion).

Huge turkey leg. It’s not anything artisan but it’s a spectacle. I saw people walking around with them and I was like “Who’s selling that???”

Wow, check out how big Milk Truck is! It’s like a complete city in 2 stalls. It’s like one of those movies like Waterworld or Mad Max or Demolition Man where it’s a fully running underground city within the city. I couldn’t even get close to the thing with the snaking lines for order and pickup. Good menu though, all very comforting stuff like mac&cheese or milk shakes. I could definitely go for a milk shake.


The guy from S’more Bakery was torching the s’more’s right on the table beside the cashier. The product is literally campy, but it’s a great spectacle – Very attractive process.


These guys sell the farm eggs right up front, and ALSO sell sandwiches. You know these sandwiches gotta be good b/c of the farm eggs and the farmer looking dude behind them (or at least you’d definitely think so).

But the best set-up is from Porchetta

It’s so simple. All they have is a table (tables pay less than half what full booths pay, but also have no electricity), and it’s 2 people (vendors pay for every staff member present). One takes the cash, one cuts the porchetta. The fresh porchetta sits on top of a box on a cutting board, nearly at chest height to the customers – not even a pane of glass separating us. The sweat off the thing you can nearly feel in your fingers. The process is incredibly quick, as they just cut the thing, put it in a bun, and wrap it. And they make a good tick of money, $7 for a one handful sandwich. Quick, simple, tasty, and very visible. They are the perfect vendor.

And that’s my opinion.

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