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Tag: Raleigh food trucks

Branding Lessons from a Food Truck

Branding Lessons from a Food Truck

March 30, 2016July 15, 2022 Cherith AndesBlog, Marketing, Restaurant PR + Hospitality PRfood truck branding, food truck marketing, Raleigh food trucks, restaurant branding, restaurant marketing, Restaurant PR, Triangle food trucksLeave a Comment on Branding Lessons from a Food Truck

Raleigh’s newest culinary experiment is staging a mashup between brick-and-mortar restaurants and mobile ones. Launched in March of 2016, this pilot program allows food trucks to park curbside in designated downtown areas without the hassle of pulling a permit.

A food truck presents a conundrum and an exciting challenge for the marketer. How do you build brand credibility and customer loyalty in a product that is, well, inherently transient? Bold success stories, like Chirba Chirba and American Meltdown, prove that somethin’s workin’, and a peek under the hood unveils several best practices that can bolster any brand.

The Power of the Punch

Ever been in a food truck? Not exactly a penthouse. Limited by approximately 100 square feet, food truck owners have to make every inch count, from the logo to the lamps. They’re forced to fine tune their reason for existence to one ingredient, theme or feeling. Not just seafood. Not just lobster. Maine Lobster, thank you very much.

Courtesy of Wandering Sheppard
Courtesy of Wandering Sheppard

Oh, if only all restaurants used such specificity! Strong brands define one simple statement that then anchor all business decisions or marketing strategies. Don’t be everything to everyone or even some things to some people. Define the why, how and what of your brand and use it to guide next steps.

(For more on this, check out chapter eight of Garfield and Levy’s “Can’t Buy Me Like.”)

The Convenience of Mobility

There’s a reason Domino’s doorstep delivery is still up and running. Especially for our ever-growing millennials, convenience heavily influences spending power.

No, this doesn’t mean that your restaurant needs to break the bank creating a catering arm next week. It does, however, remind us to encourage individual attention and problem solving in our customer service, to take a second look at the physical layout of the dining room or the logistics of paying the bill. How can we smooth the customer’s path to deliver convenience that exceeds their expectations? What systems, practices or messages can we employ to personalize their dining experiences?

The Culture of Sharing

Food truck owners must have been paying attention in kindergarten. They’ve cultivated a collaborative culture — as evidenced by Raleigh’s food truck rodeo — that celebrates strength in numbers while still honoring individuality and diversity. They’re comfortable with sharing the spotlight, space or event because they understand that a rising tide lifts all ships.

Courtesy of Art Sheppard
Courtesy of Art Sheppard

Other Raleigh business owners (even other restaurants) have caught on and invite food trucks to events to boost public appeal. A common audience with converging interests is a ready made customer base for both parties!

For more fun, check out branding lessons Dana learned from her then 10-year-old son.

A special thanks to Art Sheppard, food truck expert and author of The Wandering Sheppard for his photos and insight into Raleigh’s food truck scene!

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The Beauty of Raleigh PR: Day 17 – #foodie

The Beauty of Raleigh PR: Day 17 – #foodie

January 30, 2015July 15, 2022 Jasmin SessomsBlog, Entry-Level PR Job, Restaurant PR + Hospitality PRFood Festivals, foodie, Raleigh food trucks, Raleigh PR Agency, researchLeave a Comment on The Beauty of Raleigh PR: Day 17 – #foodie

When you think of your dream job, you may imagine laughter and happiness. I’m sure you would imagine having fun and flexibility to your work schedule and amazing colleagues to call your own. I have the pleasure of calling that my work environment. Each day, I have gotten the remarkable opportunity to work on multiple accounts and learn from the best in PR at Clairemont Communications.

Today I took a stab at what’s happening in the heart of downtown Raleigh. There are numerous exciting things to do downtown, but who would have known that there are a ton mouthwatering food festivals as well? Although I am a little bit of a foodie myself, today I got to take a deep dive into some of the excitement happening for a client interested in partaking in the fun.

Thank goodness for the Internet. Search engines are our friends, and my favorite find for this project is the food truck rodeo. More than 50 food trucks rally on Fayetteville Street to give area residents the opportunity to let their taste buds explore. Eleven blocks are filled with smells ranging from pizza to pork chops. Since the event is free and open to the public, there is ample opportunity to splurge on all of your favorites. Dates vary throughout the summer.

More into natural food? The Farm to Fork Picnic celebrates local food and local farms. Sponsors kick in to match farmers and chefs together for this large picnic of hand-crafted fresh spins on dishes. The inspiration for this event was the decline of farmers in North Carolina and the loss of farms in our state. Without farmers to work the crop there was no way to get it to our tables. Farm to Fork is a time to raise money for the training of new farmers. The proceeds go to the development of these training programs and Breeze Farms. Tickets go super fast, so be on the lookout early May!

What are your favorite foodie events in the Triangle?

Editor’s Note: Clairemont enthusiastically welcomes Jasmin Sessoms to our team! Follow this former beauty queen’s journey as she documents her first 30 days in a Raleigh PR agency.

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