This last weekend I almost got in an accident when I looked to my right and saw what looked like Seattle’s first food pod–it wasn’t! A food pod/truck pod for those of you who haven’t visited Portland, OR or Austin, TX in the last five years or so (Portland has 25 of them), is a group of Food Carts that gathers in a parking lot designated for a period of time for simply that purpose.
Recently, cities like Seattle are passing legislation that allows for the more lax operation of food trucks, by allowing them to sell on city streets. This prompted the opening of several new food carts here, 20 of which participated in the first annual Mobile Food Rodeo last month – that was judged by prominent top local chefs and media personalities. But what’s even more interesting is how brands are capitalizing on this emerging trend.
Whether it’s a food truck takeover for a non-food brand, a custom mobile version of an existing brick and mortar restaurant, or something in between, food trucks have become a tour de force in the marketing world. And for good reason – they’re a fresh, quirky way to connect with consumers and provide them something you know they want (food) with something they don’t yet know they want.
