Eskort to Launch SA’s Biggest Pop-Up Restaurant from 8 May with the “Best Ribs Everrrr”

2 min read

Eskort has announced South Africa’s biggest pop-up restaurant to celebrate the launch of its “best ribs everrrr”, kicking off on Thursday, 8 May. The Rib Rack Shack will pop up every Thursday evening for eight weeks at 30 locations nationwide, serving saucy rib feasts to tens of thousands of South Africans.

“There’s been an overwhelming response on social media to our #MessAroundAndFindOut competition, which is based on the idea that eating our new ribs is messy but absolutely worth it,” says Eskort Marketing Director Marcelle Pienaar.

“South Africans are clearly down to get messy, so we’ve decided to give them the opportunity to do just that by running the biggest pop-up restaurant the country has ever seen.”

Between 5pm and 7pm every Thursday from 8 May to 26 June, each of Eskort’s 30 stores will open a Rib Rack Shack, where chefs will prepare the meatier, juicier, more tender ribs from South Africa’s leading antibiotic-free pork producer.

“We believe this will be South Africa’s biggest pop-up restaurant based on simultaneous location count, national reach, an identical menu and overall consumer engagement,” says Pienaar.

“Each Rib Rack Shack will have plenty of tables and chairs where rib lovers can tuck in. We’re expecting a party atmosphere, with music from local DJS where possible, and lots of mess! Let’s face it, eating ribs is messy. But is it worth it? Absolutely.”

“We’re expecting people to come hungry and leave saucy,” says Pienaar. “They’ll be among the first to taste our ‘best ribs everrrr’, which come in three varieties – BBQ Spare Rib Racks, BBQ Loin Rib Racks and BBQ Cocktail Ribs. Our new formulation has meatier cuts, a stickier, slightly sweeter marinade, fall-off-the-bone tenderness, and eye-catching new packaging.”

Eskort’s growing chain of stores—in every province except the Free State—stocks more than 300 proudly South African pork products, all made at the company’s factories in the small towns of Estcourt, KwaZulu-Natal, and Heidelberg, Gauteng.

“It’s a huge range, full of surprises for anyone only familiar with the more limited Eskort offering at supermarkets,” says Pienaar. “The ribs are among the stars of the show, and we can’t wait for people to try them.

“Too often, ribs are lacklustre – or, as we like to say, racklustre. The situation has been dire. Dryer. But no more. Allow us to introduce Eskort’s ‘best ribs everrrr’, with meat that’s meatier than a gossip session with gogo about oMama Bomthandazo.

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