Food Trucks Are Test Kitchens On Wheels

Food trucks provide a lot of things: a quick meal on the street, a catered dinner for 500, a deluxe dessert buffet at a wedding or a buttoned-down business breakfast. But foodservice marketers are looking to food trucks for something else –information on what consumer want – as they turn the mobile restaurants into public test kitchens.

Many major companies have experimented with food trucks to find out what people on the street want to eat. For example, Frito-Lay parked a truck in the center of Times Square and had a chef perform culinary demos using the company’s products.

Burger King has launched at least 30 food trucks that travel the nation passing out samples of novel menu items, and Sizzler uses its bright red ZZ Truck to offer foods that differ from the ones currently being served in-restaurant. One Sizzler executive described the vehicle as a “rolling test kitchen.”

Other companies have called on food trucks to promote their brands and introduce new products.

Walgreens wants to be known for more than prescriptions. The chain has introduced a custom-made, 40-foot bus called the “Up Market: Fresh” experience that has visited major cities, including Los Angeles. The bus promotes the chain’s fresh-food offerings, with representatives giving food, juice and smoothie samples to consumers.

“Walgreens wants to make sure consumers are aware of the initiatives to transform the traditional drugstore into a health-and-daily-living destination,” said Jim Jensen, Walgreens spokesperson.

Even Celebrity Chef Rachael Ray has used a food truck to promote her new high-end dog food line, Nutrish. The Woof Wagon, as it was dubbed, served samples to passing pooches and their people at different locations in New York City.

When searching for a food truck to serve your valued customers, promote your products or taste test your latest cuisine, turn to The Hungry Nomad, Hang 10 Tacos or Greenz on Wheelz. With extensive experience promoting products for national clients, we know how to showcase your brand. Call us for a confidential consultation.

The Hungry Nomad – 877-Nomad-10

Hang 10 Tacos – 855-5-Hang-10

Greenz on Wheelz – 855-6Greenz