http://online.wsj.com/article/SB10001424052970204456604574201934018170554.html#dummy
This article tells about the newest trend in fine dining; high-end food trucks. Many fine dining restaurants are facing revenue losses and need to find a way to make up for it. Since the fine dining trend has taken a downward turn in popularity, much due to the current economic crisis, there are not many options left for fine dining establishments. Many are closing their doors due to significant drops in revenue. The smart ones, however, have endured a new source of revenue; selling their food in food trucks to make up for the loss of revenue in the restaurant. Many food trucks are popping up all over the major metropolitan areas, such as New York and Los Angeles; with an exciting twist on the classic food truck. Instead of serving hot dogs, sandwiches and tacos, they serve high quality, high-end food; much like they would serve in their restaurants. The idea is catching on fast. The price is considerably lower than a sit-down meal in a restaurant, and they open up their market to a much larger clientele. Danny Meyer, owner of Tabla, an upscale Indian restaurant; parked a food truck right outside the door of his restaurant to attract all the business people and bankers on their lunch breaks. They are trying to change people's opinion on food trucks, and let everyone know that you can get high-quality food, without paying high prices. Thomas Odermett, owner of the food truck RoliRoti, serves free range rotisserie chicken, heritage pork, and local lamb. He said he was astonished to find out many Americans consider food trucks to be "roach coaches,' afraid of catching microbes from the food. So, to fight that stereotype, he created a food truck that you can see into, and he sanitizes it completely, twice a day. This is a fast growing trend and it is catching on fast; it could be one of the only ways for fine dinging restaurants to pull out of their revenue slump.
Subscribe to:
Post Comments (Atom)
THis whole food truck thing is kind of new to me. I new they existed but i dint no that they were on this type of level intil we started discussing it in class and after reading this article got me exited to see what other chefs are making on these trucks. Gettting high end food from a street vender seems pretty cool due to the low price and when going to these well trained chefs restaurants that average check per person is around 70$ it can be hard to go out to nice places often and see what these chefs are doing. These food trucks seem like they no what they are doing while preparing great food for the public. The chefs that also have restaraunts and use the food truck as moonlighing can really help their image and have guests want to try their sit down eatery at somepoint. These food trucks are growing at a fast pace around major cities and seem to be pissing off other food truck owners as well as restauranters in the process but it is a very competitive market so this is all expected. I like this whole concept that chefs are thinking outside the box and doing more unique things with their cooking talents and making a pretty little business for themselfs on the way.
ReplyDelete