The plans that any restaurant make to expand into the food truck business need to be done deliberately in order to avoid missteps that might put a crimp in their plans. The Washington Post reported on the ways that a TGI Friday's truck in Washington D.C. can't appear in some of the more popular areas because it is too long and doesn't conform to relevant laws.
The article is accompanied by a photo that shows the massive truck, which takes a stark approach to imagery, favoring a dark background and relatively sparse use of truck decals. This is a little surprising considering its length, but there is at least the recognizable Friday's logo, although it's located on the bottom half of the truck.
Although the company will still be able to operate this truck in special venues, such as an upcoming barbecue festival, not being able to park and dispense food the same way as most truck shows a possible disconnect. Corporate food trucks might need to work especially hard to make sure they fit into such a youth-oriented culture.
While food trucks need to operate under local rules, those rules can, of course, be changed. The Spokesman-Review recently reported on a campaign in Spokane, Washington, to try and institute some changes to make it easier for trucks to operate in this area. These include letting trucks use parking meters for longer than previously allowed and freeing up more space for them to operate in.
Moving from being a recognizable chain to a more accessible truck can be a solid tactic, but only if your business knows the proper steps, abides by the law and chooses a food truck design that hits all of the right marks.