Good article on Zagat's on Hawaiin celebrity chef Sam Choy starting a food truck in Los Angeles. According to Zagat's his Pineapple Express truck will bring "poke, Kalua pork sandwiches and Mauie Wowie chopped salads to those starved for a taste of the islands."
It turns out a lot of well known chefs are starting food trucks, or partnering with others to start food trucks that take advantage of the celebrity chef's brand.
This trend is part of the maturation of the food truck industry. Just as big brands are moving into food trucks, celebrity chefs see the value in getting involved.
It's interesting to note that Choy is using a food truck to after a new market, Los Angeles, instead of his existing market in Hawaii.
This is an example of one of the great business model advantages of food trucks - they can be used as a low cost way to test out and get established in a new market. I think it's safe to say if the Pineapple Express is successful, Choy will create a brick and mortar restaurant in LA.
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