Dubai’s foodies came out in droves at the weekend for a mystery burger pop-up that dominated social media well before it opened its grills. The popular American burger chain, shrouded in secrecy until the very end, made a flash appearance in the city centre — for only one day — to trigger long queues and huge buzz.
Since early morning hours, there has been a line of hundreds of burger enthusiasts, who had no idea they were waiting for, quite possibly, which of the brands. The time-limited affair teased the mystery with ambiguous hints and social media giveaways, finally unveiled as a crossover with cult brand In-N-Out, whose burgers are otherwise not sold in the area.
The pop-up, which was staged in partnership with a local hospitality company, served as a beta test for expanding to the UAE. Supporters enjoyed old standbys — Double-Doubles, Animal Style fries, and rich milkshakes — in an charged environment fueled by nostalgia and rarity.
Social media erupted with photos of lucky fans showcasing their trays and wristbands, with those who were not there now demanding a permanent outlet. For the moment, the pop-up is gone, but the hype has firmly embedded the thought that Dubai is ready — and waiting — for more.
