The newest generation of food trucks should serve as a blueprint to quick-serve marketers on how they can attract customers.

 

Food trucks are popping up everywhere. And these new mobile units have come a long way from the college-campus roach coaches of questionable quality. They now serve gourmet tastes out of clean, well-designed trucks, and they’re attracting respectable office workers and hip club-goers alike.

At a time when many quick-serve chains are struggling to turn positive comps and open profitable locations, the number of food trucks is exploding,...

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