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.Page 1 of 4 | Next Page