Orlando is dish mobbed

February 28, 2013 by  

People are becoming familiar with flash mobs: groups of people who suddenly appear in a designated location, give some sort of performance—anything from an operatic aria to a pillow fight—and vanish again, following instructions they are given via social media such as texts or emails. Now, something called a ‘dish mob’ has arrived on the scene, making a February 20 appearance in Orlando.

Such a mob descended on Casey’s Grill, located at 1335 Tuskawilla Road in Winter Springs, an Orlando suburb, from 11:30 am to 12:30 pm on the day. The event was the first in South Florida. Sarah Guffey, who handles PR for online company Restaurant.com, encouraged people to form their own dish mobs, even in the absence of “official” backing. After all, she noted, the idea is to support local establishments, and she urged people to try something new.

A dish mob, as its name implies, is comprised of a group of people who converge on a restaurant. The concept is the brainchild of Restaurant.com, which calls it ‘Dish Mob’, complete with capital letters. Dish Mob organizers choose a few restaurants in the local area, and ask patrons to try them at exactly the same time. This is a win-win situation: diners get to try a new place they might not have thought of before, and restaurants get new patrons. Mobbing a place is also an interesting way to see how an establishment handles itself in the face of an unexpected influx of customers.

Dish Mob planners could work with flyer printing experts to create a direct mail piece to local residents, explaining the event and urging them to attend.