U.S. upscale hotels expanding their restaurant brands via use of food trucks, temporary pop-up restaurants; 59% of diners say they would likely visit a food truck operated by their favorite restaurant, study finds
March 29, 2012
– Upscale hotels have begun expanding their restaurant brand via the use of food trucks and temporary pop-up restaurants, USA Today reported March 28.
National Restaurant Association (NRA) Senior Vice President of Research Hudson Riehle said that convenience is an important driver of growth in the restaurant industry. For hotels, the leap to mobile restaurants was the next logical attempt following their food-service-expansion efforts.
Riehle added that food trucks are a good way for hotels, many of which had already begun marketing their restaurants to the surrounding community, to expand their restaurant brand.
Hotels that have expanded their restaurant brand via the use of food trucks or temporary restaurants include:
• The Auberge Saint-Antoine in Quebec City, Canada, has unveiled a food truck—the Panache Mobile—that operates out of the Vignoble de Sainte-Pétronille vineyard. The hotel is planning to unveil a second food truck, which will be located on the St. Lawrence riverfront, in June.
• The Ritz-Carlton in Washington, D.C., intends to open a temporary barbecue restaurant located outside of its Westend Bistro from April 27 to June 29.
• In 2011, the Setai Hotel of South Beach, Miami, opened a food truck — the Beach Kiosk — on the beach. The food truck’s menu items were designed by Executive Chef David Werly, who works at the hotel’s restaurant.
• SLS Hotel South Beach, which is slated to open in May, intends to have a stationary food truck poolside in Miami.
According to an NRA survey conducted during the summer of 2012, 59% of diners say they would likely visit a food truck operated by their favorite restaurant, up from 47% the previous year.
The primary source of this article is USA Today, McLean, Virginia, on March 28, 2012.