Whole Foods test drives food truck concept

Whole Foods is taking its prepared meal options to the streets.

The health food retailer has announced plans to launch a food truck trust kitchen at its flagship store in Austin, Texas.

It will use the truck to explore collaborations with chefs and supplier partners, as well as experiment with new ideas for store eateries. Every two months, Whole Foods will update the concept menu and name of the truck to help explore food trends, seasonal flavours and vendor partnerships.

The idea was spearheaded by Tien Ho (pictured), Whole Foods global vice-president of culinary and hospitality, along with Whole Foods Market’s prepared foods team.

The truck will open March 10 under the name Tarinette, and will offer a selection of open-faced sandwiches and salads.

This isn’t Whole Foods’ first foray into the food service industry. Last year the retailer made an investment in California-based sandwich chain Mendocino Farms in an effort to gain a stronger competitive advantage.

A report from IGD Reatil Analysis identifies the food truck concept as an established route for innovation within the U.S. food sector.