Pecking House Chinatown

How Our Pop-Up Expanded to Serve a 10,000-Person Waitlist | Eater

"Started as a delivery‑only pop‑up in September 2020 selling a hybrid of Nashville hot and Sichuan fried chicken, the concept rapidly grew (reportedly amassing a roughly 10,000‑person waitlist by early 2021) and evolved into two brick‑and‑mortar locations. The operation was financed through small, grassroots contributions from friends and family and by selecting a low‑buildout space; staffing grew from a small kitchen crew and rotating drivers in 2020 to about 20 full‑time employees across both sites in 2025. The delivery pop‑up phase was the most profitable—pandemic tipping and direct routing helped—whereas running physical quick‑service restaurants in New York has proven financially tight, with margins often under 5 percent and third‑party delivery platforms taking roughly 6–8 percent of gross revenue. Pricing shifted multiple times (from a $35 three‑side meal to $27 for three pieces with two sides, and later to accessible $14 meals and sandwiches) to boost repeat visits; lowering prices increased return‑customer rates by an estimated 20–30 percent but reduced per‑order revenue, so the overall net benefit is unclear. Operationally they experimented with in‑house drivers vs. apps, follow an Instagram‑driven marketing approach that brings many one‑time visitors, and retain small nods to fine‑dining training, though menu upsells like foie gras or caviar are not profitable at their scale." - Bettina Makalintal