By the end of next year, you’ll begin to see some big brands rolling this out,” says Robert Stidham, president of Franchise Dynamics LLC, a Homewood, Ill., company that helps businesses develop franchises. Mr. Stidham says he’s been involved in “serious” discussions with about a half-dozen national food franchises on strategies for going mobile. He declined to name specific chains.
Big Chains Try Food Trucks - WSJ.com
In my experience, food truck/cart offerings have been amateurish and disappointing. That being said, I feel badly if they have to compete for customers and limited space with corporate chain mobile units. But do people really want to huff chain food on a sidewalk or in an alley if the same meal can be had seated, indoors?
Even the most insipid lumpia filled with frozen vegetables (srsly) is wonderful when it’s mouth-searingly hot and fresh, eaten in an alley on a balmy summer evening with others who sought out the cart. The corporate trucks have money and a marketing department, but the indie trucks will always have the Dumpling Effect.