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A pop-up concept is a popular phenomenon in multiple retailing sectors. This research will focus on pop-up concepts in the food industry, and more particularly the restaurant sector. The pop-up food concept is an extension of an existing restaurant or restaurant chain where food is served at an unaccustomed location in an event-like setting for a limited time. These exist in different formats attending various events. The aim of this research is to explore which type of consumers are scoring higher on perceived brand quality and on visiting intention after attending an event with a pop-up food concept. Furthermore, it is also determined whether consumers with a higher level of perceived fit between the pop-up food concept and the event are scoring higher on perceived brand quality and on visiting intention. Data, obtained through an online survey, indicates that food mavens are scoring higher on both perceived brand quality and visiting intention of the mother restaurant. Consumers with a higher level of perceived fit are also scoring higher on both aspects, so does knowing the restaurant which operates the pop-up food concept.