Monday Mashups: Serving Up Smoothies...From a Gas Pump

Playing off the idea that food is fuel, Daily Harvest, a direct-to-consumer brand that delivers organic, plant-based meals on a subscription basis, was pumping out smoothies and other goodies at its retro-style gas station in New York’s SoHo neighborhood from November 14 to 18. But why you ask?

Because it was time to get to know their consumers. The Refueling Station pop-up by Daily Harvest, which was produced by the Gathery, was the first offline experience by the brand. In order to realize their mission, the pop-up was created to disrupt New Yorkers' overbooked schedules and show them that they can nourish their bodies with good food that won’t slow them down. Also, as is the case with most e-commerce brands that host brick-and-mortar events, Daily Harvest wanted to connect with fans as well as prospective customers who may not be familiar with the brand and allow them to sample and purchase the product. We oblige!

Visitors were able to try samples including smoothies from the “gas pumps” and full-sized breakfast bowls, harvest bowls, smoothies, and more at the interactive “car wash” counter. The freezer aisle was reimagined as an interactive photo booth that featured different agricultural terrains where Daily Harvest's organic produce and ingredients are sourced.

Plus, a giant avocado slice called “the 'Cado Car” served as a twist on the nostalgic kiddie rides often found outside gas stations. The idea behind the retro elements acted as a nostalgic reminder of the past, when food was less processed and we lived life at a slower pace. We like that!

The pop-up’s theme was also inspired by the grab-and-go lifestyle of many folks, especially New Yorkers. Our busy schedules sometimes lead us to make quick and often unhealthy eating choices like grabbing something quickly at a bodega or 7-Eleven. But Daily Harvest proves it doesn’t need to be this way. To showcase this, the company chose one of the most unhealthy places imaginable—a gas station filled with over-processed foods—and turned it on its head to be a food oasis. It’s a physical representation of Daily Harvest's mission: to take care of food so food can take care of you.

Daily Harvest is planning to host its Refueling Station pop-up in more cities in 2019. Keep your eyes peeled and devour the details of a better on-the-go thanks to this green machine!