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.
For many reasons, our team has become the “go-to” source for food truck marketing. Thanks to an adventurous client that believed in our vision, we launched our first food truck marketing vehicle for Qdoba Mexican Grill in 2009 – now dubbed the Qdoba Cruiser (and still running year-round). We’ve since taken over or produced several others, including a campaign for Yahoo! in New York, where we helped the online giant launch its new Studios brand at Internet Week while giving out 3,000 custom whoopie pies. We are also the team behind Jack in the Box’s first ever mobile restaurant, Jack’s Munchie Mobile (now entering it’s 2nd year on the streets of San Diego, Calif.). And we just wrapped up a crazy campaign with Qdoba in Chicago called the Queso Quest.
So what’s the secret to using this awesome vessel effectively? At Beyond Traditional, each food truck campaign has been its own unique beast, depending on the goals and product.
1. First, let’s talk food: I recently spoke with Kelley Roy, one of the authors of Cartopia – a book that documents Portland’s vibrant food cart scene (the city issued over 140 new licenses last year alone) and its various pods. Her advice? ”The amazing marketing machines – the ones that do well – have an existing cult following before they launch” – even if, Kelley said, “they don’t have a superior product.” Basically, if you’re taking over a food truck for your brand, groupies trump gourmet.
2. Next, it’s all about the experience: While sponsoring a food truck and paying for each guest’s free eats is easy enough, it’s probably not going to give you the long term benefits you’re after. Why not create a win/win situation for the brand and the consumers it’s targeting by giving them something to play with while they wait for their food. This works well for electronic devices and new product launches.
3. Finally, create a lasting memory: For Yahoo, we set up a step-and-repeat wall where people showed off their “sweet treat” and gave us their best “Yahoooooo!” yodel. We then shared their photos on Facebook, where with one click they could show all of their friends–benefits the user, benefits the brand.
Want to talk food trucks? I’d love to hear about a recent food truck experience that you thought was awesome, even if it doesn’t involve marketing – we just love good food around here. To learn more about the marketing aspect, contact us. Also, stay tuned for more about food truck marketing from me in the next issue of Marketing Northwest!
-Ryan
