Hotel Food Trucks Are No Sleepy Trend

The food truck movement has branched into new territory of late, and we’re not just talking tacos. In late 2012, as part of a $70 million makeover, the Grand Hyatt San Francisco launched a new restaurant, OneUP, and outfitted a food mobile to circulate around the city for two months and help publicize its offerings. ¶ The idea caught on: Last October, luxury brand Four Seasons launched a food truck of its own and sent it on a 1,000-mile West Coast tour. “Essentially, the Four Seasons brand wanted to showcase its exciting and innovative culinary programs in a way that gets outside the walls of the hotels to engage more with each of the communities,” explains spokesman Michael Radlick. ¶ What’s next? Keep an eye out for taste trucks with hotel logos on the outside and scrumptious delicacies dispensed from within.