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Brief Published: 16 Oct 2013

Four Seasons’ Food Truck Tour

Extra

International luxury brand Four Seasons Hotels and Resorts has jumped on the food-truck bandwagon with a customised van that will tour across California, Arizona and New Mexico until mid-November.

During its journey, the FS Taste Truck will stop at Four Seasons properties, and the menu will change accordingly, as in-house staff collaborate with local chefs and brewers. For example, on reaching the Biltmore Santa Barbara during Oktoberfest (an event modelled on the traditional German fair), the hotel’s chef partnered with the Telegraph Brewing Company – a local business that produces 1927 Ale. The beer was served alongside German-inspired fare, including pork bratwurst, beef goulash and chicken schnitzel.

Although food trucks have proliferated over the past few years, Four Seasons believes the venture will help the brand to affiliate itself with the creative, youthful scene. “We want to keep our chefs engaged in something that is very relevant, and the food truck movement fits the bill,” said Guy Rigby, vice-president of food and beverage at Four Seasons Hotels and Resorts in the US. “It’s fun, unexpected, and will foster the notion that Four Seasons does things differently.”

Meal prices range from $4 to $12 and a portion of the proceeds will be donated to Chefs to End Hunger – a charity that redistributes excess food from hotels and restaurants to those in need. For more on the rise of the food truck, see Street-Food Movement and Eat St: Food & the City

For more on how hospitality brands are appealing to foodie millennial consumers, see Hotels + Millennials, and for more on hotels interacting with their neighbourhoods in a bid to create authentic cultural offerings, see Hotels as Hyper-Local Cultural Hubs.

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