One of the biggest trends in the industry is the food truck — not a construction site’s typical food wagon offering pre-packaged sandwiches and bad coffee, but mobile kitchens offering a variety of cuisines and using social media to tell potential customers where and when they’ll be set up and what they’ll be serving.
So you can create a flash mob for a food truck?
“Yes,” Riehle laughed. “There was a lobster roll truck on the street at lunch time. It must have had 150 people lined up.
“You can look at it as a way of driving additional growth. The off-premises market … has been important to the industry and will continue to be important. The development of food trucks is driven by existing brands and also driven by independent chef-owners looking for the opportunity to express their culinary talents.”