by: Nic Ferguson
I’ve never hijacked a vehicle before, but this is tempting.
Next week, Chick-Fil-A will launch its very first food truck, serving customers in the Washington, D.C. area.
"If they don’t have a presence in D.C, a food truck can be a good way to introduce themselves," said Sam Oches, managing editor at QSR magazine.
Basically, a food truck might be a good way to say, “hello, we’re Chick-Fil-A, nice to meet you. Now prepare to have your taste buds blown” without committing to a restaurant opening. And a place where the market isn’t already saturated is a good place to introduce a food truck. As Oches explains: "How many consumers would say: 'I’d rather go chase a truck than go somewhere down the street?'"
Several other national chains have delved into the mobile food business, including Applebee’s, Jack in the Box, and Taco Bell.
But is the food truck trend on its way out? Oches seems to think so. And he makes another good point: "If consumers are going to commit their food dollar to a food truck, chances are they’re not going to commit them to a national brand. They’re going to commit it to an innovative food truck."
And the truck’s presence isn’t without controversy, either. Because Chick-Fil-A has reportedly donated millions of dollars to anti-gay groups, some don’t want them in the city.
The company’s spokeswoman Kim Hardcastle has said in the past: "We want to make it clear that Chick-fil-A is not anti-anybody and that we seek to treat everyone with honor, dignity and respect."
Either way, the truck is due to arrive on April 9.
Next week, Chick-Fil-A will launch its very first food truck, serving customers in the Washington, D.C. area.
"If they don’t have a presence in D.C, a food truck can be a good way to introduce themselves," said Sam Oches, managing editor at QSR magazine.
Basically, a food truck might be a good way to say, “hello, we’re Chick-Fil-A, nice to meet you. Now prepare to have your taste buds blown” without committing to a restaurant opening. And a place where the market isn’t already saturated is a good place to introduce a food truck. As Oches explains: "How many consumers would say: 'I’d rather go chase a truck than go somewhere down the street?'"
Several other national chains have delved into the mobile food business, including Applebee’s, Jack in the Box, and Taco Bell.
But is the food truck trend on its way out? Oches seems to think so. And he makes another good point: "If consumers are going to commit their food dollar to a food truck, chances are they’re not going to commit them to a national brand. They’re going to commit it to an innovative food truck."
And the truck’s presence isn’t without controversy, either. Because Chick-Fil-A has reportedly donated millions of dollars to anti-gay groups, some don’t want them in the city.
The company’s spokeswoman Kim Hardcastle has said in the past: "We want to make it clear that Chick-fil-A is not anti-anybody and that we seek to treat everyone with honor, dignity and respect."
Either way, the truck is due to arrive on April 9.
