Star performance in an untapped market

When cult-favourite Sydney bakery Black Star Pastry identified strong potential in the Hills demographic, Brand iQ facilitated a six-month pop-up at Castle Towers to test the market under a licence agreement, supported by digital screen advertising, email features, and social media amplification.
 

The pop-up addressed a clear market gap: customers in the region previously had no local access to Black Star Pastry's signature products and were willing to drive to other locations. In its first month, the store not only met sales targets but did so while successfully standing out in Castle Towers’ vibrant and highly competitive food and beverage precinct. Strong cake sales reinforced the strategy, attracting loyal customers who had previously travelled long distances for their Black Star fix.

Customers are happy to have us at Castle Towers, which is very rewarding.

 

Black Star Pastry

“The Brand iQ team were responsive and worked with us in finding solutions as they arose.”

The pop-up proved highly effective, converting both new customers and loyal fans, and demonstrating the centre’s strong appeal across its catchment.

Beyond strong sales performance, the activation delivered valuable operational insights on product displays, customer preferences, and traffic patterns, while supporting broader evaluation of long-term opportunities. The success has opened the door to expansion, with Black Star Pastry confirming interest in additional QIC centres. By combining streamlined agreements, turnkey marketing support, and data-driven location selection, Brand iQ helped the brand demonstrate strong demand and optimise its retail model – creating a clear pathway from pop-up activation to a permanent presence.