Food trucks have taken the restaurant industry by storm, with 90 percent of industry professionals confident the trend is here to stay. But the fast expansion of the industry has amped up competition, making it vital for each mobile restaurant to utilize strong branding as a way to stand out from the crowd. Here are five examples of food trucks who are branding the right way:
The Frankfoota truck popped up on season four of Food Network’s the Great Food Truck Race and is still remembered for the New York truck’s strong branding. With American flags decorating everything from the vehicle to the workers’ pants, this truck added a gourmet touch and seamless branding to the good old American hot dog.
2. The Juice Truck
Vancouver’s Juice Truck keeps it simple and allows bright colors to tie together its marketing theme. With three colors, photos of giant fruit scattered across its website and a simple truck outline on its drink label, the Juice Truck sticks in memory because there are no tricks or gimmicks. The vehicle itself is a fruity hot watermelon pink with bold, white lettering. Its branding portrays exactly what it is: a bright and colorful juice truck.
Coolhaus bases its ice cream truck branding off of Bauhaus, a modernist architectural design theme sweeter than its ice cream sandwiches. The company travels the country, delivering ice cream packaged in 1920s and ’30s wrapping, with a styled font similar to the modern, bubbly houses that stemmed from this German architectural trend. The truck itself imitates Bauhaus buildings with a hot pink popup roof, silver star rims and rounded, bubbly appearance.
4.Baby’s Badass Burgers
Sex appeal alone give LA’s Baby’s Badass Burgers a strong brand identity. The only thing hotter than the gourmet burgers, with names like the Cougar and the Other Woman, are the dolled-up burger babes serving them. These food truck vixens cruise around in high heels and short shorts, selling burgers from their hot pink burger-mobile, with sexy cartoon women plastered on the side of the truck.
5. Hula Girl Truck
A Hawaiian theme ties food, truck and worker apparel together in a flawless way with the Hula Girl Truck, based out of Washington, D.C. The menu is classic Hawaiian, featuring favorites like spam musubi. Bright colors, surf boards and a hula girl appear on the truck and website. Island-themed yellows and ocean blues make the label, clothing, menu and truck itself, which is designed to look like a beach bum van (the kind that house surfing hippies).
The food truck industry is worth over $1 billion dollars, and brands like these have found a way to stand out and cash in.
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