According to the Boston Globe, the national resurgence of food trucks isn't just a fad: It's a new trend that has restructured the typical business model of the restaurant industry. Although some trucks have no "physical location" yet, many restaurants that already have an established brand name are launching trucks to keep up with the times. Despite the expense, it's proving to be a way for older establishments to grow.
The article says that this is the opposite of how it used to work, when trucks were a cheaper "stepping stone" to the brick-and-mortar restaurant. Now the attitude has changed, and several area restaurants are looking at food trucks differently.
One example is the Somerville barbecue mainstay Redbones. Even though this eatery has been around for more than 20 years in the same popular location, it has turned to trucks in recent times to encourage interest and teach people more about the company. Co-founder Rob Gregory told the source that the truck has been a great boon for growth.
"It's great publicity for our restaurant," he said. "This is a way for creative people to try something new without the risk of increasing brick-and-mortar locations. We think of it like a moving art installation."
Another way trucks are changing typical restaurant behavior is through restrictions that don't apply to standard locations. For example, in Boston, food trucks are not allowed to vend soda, due to sugary drink laws enacted three years ago.
Though it takes adjusting, restaurants face the possibility of major rewards when they open up food trucks. A special vinyl car wrap for the vehicle helps hammer home the message that the company is the same.