Find Out How Daiya Let New Yorkers ‘Rent’ a Slice of Its New Pizza

The space allowed visitors to face their "FOMOO," which is what the brand refers to as the fear of missing out on dairy.Photo: Courtesy of DaiyaNEW YORK—On Jan. 24, plant-based food company Daiya opened a one-day-only pop-up called Crustbuster. It might sound like a cheesy idea—but in a good way.

Inspired by the video rental stores of the past, the '90s-inspired pizza “rental store” allowed New Yorkers to “try before they buy” a slice from Daiya’s new pizza line, which is made with the brand’s dairy-free cheese that features Daiya's Oat Cream Blend.

“Crustbuster was created to give people a no-pressure way to discover these new pizzas for themselves without the commitment,” explained John Kelly, chief marketing officer at Daiya Foods. He added that “taste skepticism is the No. 1 reason people hesitate to try dairy-free.” 

Held at Upside Pizza in SoHo, the space was transformed to look and feel like a classic movie rental store. Daiya partnered with Manifest in the creation of the concept and visual identity. Factory360 was the brand’s production partner for the build.

Kelly said that the biggest challenge in converting the existing pizza place was “ensuring that our branding [was] seamlessly integrated into the space. We wanted guests to be fully immersed in the Crustbuster experience, with no remnants of the original branding. This requires a thoughtful approach to design, layout, and branding to ensure a consistent and engaging environment for our audience.” 

That’s why Daiya selected “a venue that aligned with our vision from the start, making any modifications feel seamless rather than forced,” he explained. “Every branding element—from decor to layout—was carefully designed to help tell the story in an elevated way, not just cover up existing features. We wanted to create a fun, cheeky, retro environment that felt organic and effortless rather than overly curated.” 

Instead of checking out a movie, visitors browsed a selection of VHS boxes (minus the tapes) that corresponded to Daiya’s pizza flavors. They then were able to take their picks to the counter to exchange for their chosen slice.

Some punny movie title-inspired flavors included "Beauty and the Feast" (aka Meatless Pepperoni), "The Slicefather" (Supreme Pizza), and "In the Line of Fire Roasted Vegetables" (Fire Roasted Veggie Pizza). Guests could also opt for a plot twist with the “Director’s Cut,” where Daiya’s chef surprised them with a special pick.  

“The ‘90s nostalgia was a playful way to create a welcoming, feel-good environment where guests could face their FOMOO [what the brand refers to as the fear of missing out on dairy] in a space that felt comforting and familiar. Nostalgia has a way of helping people feel safe while tackling fears, and that’s exactly the kind of space we wanted to build for Crustbuster,” Kelly said.

Daiya’s previous consumer activations have included Fromage Forgery, where the brand sold its cheese dupe via grilled cheeses on New York City’s Canal Street—the hub of counterfeit goods—and the Slice Club, a pop-up shop at Two Boots pizzeria in the West Village.

Over 500 New Yorkers stopped by the Crustbuster pop-up, including foodie content creator Jeremy Jacobowitz, comedians Joey Dardano and Mary Shalaby, and New York food account What New York Eats.

Keep scrolling to see more from inside Daiya's Crustbuster pop-up...