Seattle-based Teriyaki Insanity is stepping out of its consolation zone with a brand new path of growth: the chain’s first fast-casual meals truck. Franchisee Katie Catlin initially got here up with the thought for a meals truck, and she or he noticed her bowls-on-wheels thought come to life in Lapeer, Michigan, in Might. Catlin wished to launch a meals truck to develop her buyer base with out having to spend money on bodily shops (and coping with exorbitant actual property costs).
Till now, the primary Teriyaki Insanity meals truck has been busy catering public occasions like live shows, sporting occasions, and festivals, filling gaps in the neighborhood the place different meals vans have dropped out or the place there’s vital white house for Asians. . meals vans amongst a sea of taco vans and grilled cheeses.
“Buyer suggestions has been nice, individuals maintain asking the place they will discover us,” mentioned Catlin. “Between the truck, our Fb web page and the precise retailer, we will now accommodate individuals on a a lot bigger scale.”
Catlin has been a Teriyaki Insanity franchisee for 3 years, and when confronted with the problem of making extra consciousness within the retailer, she initially considered moving into catering after which got here up with the meals truck as a enjoyable and visually interesting method to develop. in that subject. .
“If I e book occasions which can be inside a five- to 20-mile radius of my retailer, individuals may see them and love them, and it may doubtlessly carry extra progress to my bodily retailer,” Catlin mentioned. “We had wished to open extra shops for some time, however capital has been tight, that is how I used to be in a position to afford it.”
In fact, working a meals truck has its personal limitations and challenges, like the scale of the menu, which Catlin mentioned they needed to lower down to a few gadgets — orange rooster, spicy rooster and teriyaki rooster bowls — to streamline operations. . There are additionally the challenges of coping with occasion logistics and the recognition of the truck. To this point, the Teriyaki Insanity meals truck has solely catered public occasions as a result of they have been so busy the staff hasn’t had time to take requests for appearances at weddings and birthday events.
However even with a number of the logistical points, the success of Catlin’s meals truck matches inside CEO Michael Haith’s path for the model shifting ahead.
“We need to carry Teriyaki Insanity to the shopper,” mentioned Haith. “And wherever that’s, at a ballpark, an outside arts pageant, or a live performance. It is uncommon to search out one thing extra wholesome and customizable in that form of atmosphere.”
Haith sees the primary Teriyaki Insanity truck as proof of what is attainable for the model sooner or later: the corporate may use the meals vans to boost consciousness in a market they have not but entered or need to penetrate additional. Even past public occasions, a fleet of Teriyaki Insanity meals vans may hit the streets to promote meals throughout lunch hours in city areas or cater to personal occasions.
“We’re not for everybody,” Haith mentioned. “For individuals who actually need to exit and have a sausage or a corndog, I get it. However for many who need one thing more healthy and extra scrumptious, it is nice to have that possibility. And it is wonderful how many individuals select that possibility.”
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