They say every cloud has its silver lining and that familiar old adage appears to apply to the current economic downturn, too. We came across an online article at the Wall Street Journal's website that deals with a growing trend in street-side food service: Gourmet lunch trucks that deliver high-end fare at a more low-end price, directly to the man (or woman) on the street. Given the state of the economy, the timing couldn't be more perfect.
Lunch trucks and food carts have been a staple in America's urban areas ever since U.S. cities started springing up. But up until recently, the choices have been pretty low end. Sometimes referred to as "roach coaches", most were known for serving rubbery hot dogs, spongy hot pretzels, and soggy tacos. This new generation is entirely different. They are a whole new breed of vendor, bringing to the street an enhanced dining experience, everything from grass-fed Kobe beef burgers and rotisserie-roasted free-range chicken to pavlova with red-fruit gelee and escargot in puff pastry. Many of these gourmet lunch trucks are affiliated with upscale, brick-and-mortar restaurants that are known for their more refined menus, and catering to a more discriminating clientele.
We love this whole concept for several reasons:
First, selling fresh, gourmet fare from a street wagon is a pretty unique undertaking in that whole "bringing the mountain to Mohammed sort of way".
Second, we like the fact that a new group of consumers can enjoy a high-end dining experience at a more affordable price -- since they are not paying for the overhead and carrying costs that most restuarants must tack on to their prices in order to make a profit.
And third, this whole idea reminds us a lot of something we are doing, but in a different area. We will soon be introducing a new "vehicle" that delivers high-end, top-notch marketing to the Average Joe on the street. But more about that later.
To read the full WSJ article, go here: http://tinyurl.com/m9hqxz
