Eskort ribs evererrr. The pop-up will open every Thursday evening for eight weeks at 30
locations nationwide, and is expected to serve ribs to tens of thousands of people.
“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 between 8 May and 26 June, each of Eskort’s 30 stores
will open a Rib Rack Shack where chefs will prepare the meatier, juicierr, tendererrr 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 will be able to 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.”
The Rib Rack Shacks will serve the Double Dipperr (500g ribs and 500g chips for R94.99, add a
750ml Pepsi for R9.99) and the Fam Feederrr (1kg ribs and 1kg chips for R179.99, add a 2l
Pepsi for R14.99).
“We’re expecting people to come hungry and leave saucy,” says Pienaar. “They’ll be among the
first to taste our best ribs evererrr, which come in three varieties – BBQ Spare Rib Racks, BBQ
Loin Rib Racks and BBQ Cocktail Ribs. Our new formulation of rib racks have 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) stock more than 300
proudly South African pork products 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 who’s only familiar with the more limited Eskort
offering at supermarkets nationwide,” 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 evererrrr, with meat that’s meatierr
than a gossip session with gogo about oMama Bomthandazo.”
Book for the Rib Rack Shack pop-up restaurant by visiting Dineplan. And if you can’t get to our
pop-up you’ll find our new ribs at supermarkets and Eskort stores nationwide.
