Brick-and-mortar chains jump on food-truck bandwagon to build awareness, test products
Conventional wisdom says a vehicle loses most of its value the second it’s driven off the lot, but don’t tell that to the growing list of restaurant chains that are merging their established brands with the white-hot food truck phenomenon. Chains as varied as Dairy Queen, Gold Star Chili, Qdoba and Sizzler are not only chasing the lunchtime sales the independent gourmet-food trucks are racking up, they are using their vehicles as billboards, catering operations and test kitchens ...
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Contact: Desiree Torres Desiree.Torres@penton.com