THE SHARK HATH BEEN JUMPED: FOOD CHAINS ENTERING FOOD TRUCK BIZ

Canters Deli truck

It’s one thing when a venerable restaurant like Canters Deli or quality restaurant group like BLT (Go Burger) put a food truck on the streets of LA or NY. It’s something else entirely when chains like Sizzler, Subway and Fatburger start putting food trucks out there. If you think the food truck shark has already been jumped, in the immortal words of Bachman Turner Overdrive, “You Ain’t Seen Nothin’ Yet”.

According to Sharon Bernstein of the L.A. Times, Subway will be putting a truck on the streets of Arizona, Sizzler in So Cal, Fatburger (7 of them) in the US and Dubai, and Johnny Rockets already has a truck in Washington DC and has plans for more in other areas of the U.S. If these are successful, expect even more.

Arthur Djahani, whose family owns Armenco Catering Truck Manufacturing in Sun Valley, said he receives 50 to 100 inquiries a week, up from perhaps a dozen a week before the trend began two years ago. The company is building the truck for Sizzler and has fielded inquiries from representatives of Shakey’s Pizza, the Habit, Poquito Mas, Johnny Rockets and Koo Koo Roo, he said. [LA Times]

We may not have come up with a motto for the Kelvin Slush motto contest, but we thought of one for the chain trucks: “Putting the roach back in the coach”.

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