Food trucks are a mixed bag here at BalanceofFood.com.
There is an appreciation for bucking the bricks-and-mortar system, though we have too many empty buildings in this country. But when food deserts still exist, food trucks hit the neighborhoods that don't lack for choices.
So we enjoy the homage to food trucks by Jack in the Box.
Jack is launching the "Jack’s Munchie Mobile" — bringing its attitude and burgers, fries, and tacos to the street.
Now we have a fondness for Jack's snarky advertising campaigns over the years. (Full disclosure: I wrote a story on Jack's comeback for Marketing News in 1995.)
The Jack trucks aren't going to the food deserts; the target is young adults in popular spots looking for a late-night treat. Besides, the food deserts have plenty of fast food choices.
And there is a certain charm to having a fast food restaurant on the streets taking advantage of the food truck movement. People complain about the Monster Burgers, Baconators, and the Double Down and the extremes of fast food, but this is all a backlash against the rising quality food movement. Jack in the Box having a food truck fits in well with this plan. If you have two food trucks side-by-side, you likely won't choose the Jack truck, and even Jack in the Box knows this.
But if food trucks are good for those in food-plenty neighborhoods who appreciate what they do, then they are good for drunk people wanting a late-night taco.
Still waiting for a way to get food trucks to sell fruits, vegetables, and other quality treats in disadvantaged neighborhoods.
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