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Chick-fil-A to Launch Food Truck; Will Others Follow?
CNBC.com | March 28, 2012 | 11:53 AM EDT

The company that wants you to “Eat Mor Chikin” now hopes you’ll eat it from a food truck.

In April, a franchisee will launch Chick-fil-A’s first food truck that will serve customers in the Washington, D.C., area. Currently, there is only one traditional Chick-fil-A restaurant in the nation’s capital.

“If they don’t have a presence in D.C., a food truck can be a good way to introduce themselves,” said Sam Oches, managing editor at QSR magazine.

But if a market is already saturated with a company’s restaurants, adding a food truck to the mix may not resonate much with consumers, Oches said.

“How many consumers would say: ‘I’d rather go chase a truck than go somewhere down the street?’” he said.

Chick-fil-A’s new food truck follows forays into the mobile food business by several other national chains including Applebee’s, Jack in the Box, and Taco Bell.

Only 6 percent of quick-service restaurants and 4 percent of fast-casual restaurants operate food trucks, according to a recent National Restaurant Association survey. Instead, these restaurants often consider food trucks to be competition.

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