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In the UK pop-up restaurants are usually run by regular people and not professionals:

http://www.timesonline.co.uk/tol/life_and_style/food_and_dri...

http://www.guardian.co.uk/lifeandstyle/2011/may/26/pop-up-re...

From the first article, "Some of the highest-profile pop-ups involve established chefs relocating to summer quarters." - Agree there is a movement of DIY'ers starting these. I just acknowledge that there are two separate entrance points into the market. One, established chefs who create the highest quality food. And Two, DIY'ers where you don't know what you're going to get. From the article, "food at these instant restaurants ranges from quasi-student to haute cuisine."

There is a similar difference between Vacation Rentals & Hotels, but I expect both establishments to make money for a long time.

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