From Hackney pop-up to Spitalfields staple, the wildly popular Som Saa is bringing authentic Thai food to the east end. And to Instagram. Neil Gerrard reports
It has become a truism to say that if you really want to generate a buzz around your restaurant, you should first appear as a pop-up.
Whether it is an abandoned garage somewhere in deepest east London or a simple street food market, getting the food right and creating a ready-made army of fans helps populate the newly permanent site, as well as dulling any cutting words from critics forced to queue outside with everyone else.
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