Skift Take
Brands undertaking ambitious roving dining experiences need to reward their audiences for their social engagement to make the trip worth it.
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In a few short years food trucks have evolved from much maligned 'roach coaches' to sought-after gourmet restaurants -- and everyone wants to get into the mobile food business.
Recently Lufthansa USA's #TourofAmerica took its business-class in-flight experience on the ground to six cities from New York to Los Angeles; and Four Seasons' #FSFoodTruck is currently bringing portions of its hotels' menus to nine cities from Boston to Miami (it concludes on November 11). Each city is a clear target market for either the airline or the luxury hotel brand.
There is a bit of disconnect between food trucks and luxury, but both brands have argued why this works for them, from adding an element of surprise to showcasing regional food to conne
