Takin' It to The Streets: Expanding Your Brick-and-Mortar Concept With a Food Truck

You have a successful restaurant and are ready to expand. What about taking your concept to the streets via a food truck? It's an interesting challenge that some operators have taken on. They have discovered that doing so presents both setbacks and synergies. Getting things just right in the eyes of consumers is even more of a high-stakes gamble when the potential for problems is doubled. We all love guest traffic. Cross-town traffic is another story.

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"Any [fixed location] restaurant that has achieved some recognition and has branding aspirations should consider doing a food truck or food trailer," says veteran restaurant consultant John Andrews-Anaguostaras, the president of Landmark Design in Las Vegas, and the former president and chief executive officer of Emerge1icy Mobile Kitchens in Chandler, Arizona.

Adding a truck creates what Andrews-Anagnostaras says is a great opportunity "for spreading the restaurant's business model franchising, and having a very short ROI, sometimes within one year. Also, for adding an opportunity to carry out some catering business and cover events."