Food trucks are the epitome of grab-and-go dining and have
become a cultural trend, as well. Hotels often partner with food trucks to
offer variety or in the case of Four Seasons, have their own truck to promote
their brand.
The Aloft brand has featured food trucks alongside their Live at
Aloft Hotel music events when large crowds demand a greater variety and volume
of hot food items than the brand's re:fuel food-and-beverage area provides.
Food trucks assembled on-site make for a fun event and engage guests with the
local foodie community, according to Jeremy Cooper, direction of global guest
initiatives, specialty select brands for Aloft's parent company, Starwood
Hotels & Resorts Worldwide.
"For an Aloft hotel in a location with limited restaurant
options, a carefully selected food truck partner can certainly enhance the
guest experience—particularly at night at the W XYZ bar," he said.
"Ethnic and cultural cuisines (e.g., Korean, Indian) and trends (e.g.,
grilled cheese, crepe) can serve as an enhancement to the W XYZ vibe and core
bar food offerings. Depending on the situation, individual hotels might be able
to negotiate a commission-based agreement with the food truck operators."
Four Seasons had a FS Taste Truck Tour in 2013 and 2014, making
stops across the West and the East Coast. Chefs from each of the Four Seasons
properties along the way crafted unique menus specifically for the tour,
highlighting regional flavors.
"For us, the popularity of the Four Seasons food truck was
that people were very curious that a luxury hotel brand was operating a food
truck, offering street food cooked by very well-trained chefs," according
to Guy Rigby, VP of food and beverage for Four Seasons.
Cooper advised that
food truck offerings and partnerships must be carefully managed to ensure the
proper level of quality and reliability—as well that the food truck complements
the hotel offering in a unique and engaging way, ultimately driving overall
sales through beverage and ancillary food sales.
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