business news in context, analysis with attitude

by Kevin Coupe

New York magazine’s “Grub Street” column reports that Shake Shack is launching “two roving food trucks, available for all of your catering and event needs, meaning that, should you spend time with people who can afford such things, you should get ready to see many more ShackBurgers at many more after-parties.”

One of the trucks “is now running in metropolitan Atlanta, while the other services areas of New York, New Jersey, Connecticut, and Pennsylvania.” Both are designed to resemble the original Shake Shack, which was opened in Manhattan’s Madison Square Park.

The story notes that the trucks will be available for all “burger party needs, and can be booked online via a form on Shake Shack’s website. Menus are also customizable according to your wants (and, let’s be honest, needs), whether your a Chick’n Shack girl or a ShackBurger guy, and pricing depends on the usual variables like the number of people served, the length of the event, etc…”

And … “Grub Street” suggests that “this is only the beginning for the Shack fleet.”

I would’t be surprised, and, quite frankly, I think more food retailers ought to be developing truck programs that can bring their products to consumers. I’m not talking just delivery trucks, but food trucks that can carry both products and brand equity messages to communities. I’d be parking them at Little League games and at train stations and using them aggressively to maintain a presence in the towns that a store serves.

I think such programs, for which I have long advocated here, could be Eye-Openers.
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