Whole Foods launches experimental food truck

Thursday, March 03, 2016

Whole Foods Market is launching a food truck test kitchen at the retailer’s flagship store in Austin, Tex., to experiment with new ideas for store eateries, and to explore collaborations with chefs and supplier partners.

The concept was created by Tien Ho, the company’s global vice-president of culinary and hospitality, along with Whole Foods’ prepared foods team. Ho is a former chef with New York City’s Momofuku Ssäm Bar.

The truck will open on Thursday, March 10, under the name Tartinette, and will offer a selection of open-faced sandwiches and creative salads prepared by Ho. Whole Foods will update the concept, menu and name of the truck every two months to explore food trends, seasonal flavours and vendor partnerships.

“This test kitchen is so exciting because we get to include Whole Foods Market customers in the process, using their input to create dishes that could become new favourites across the country,” Ho said. “Guests visiting the truck can expect the same high-quality, fresh ingredients found in our stores, and a menu that’s completely revamped each season. Changing it up will give us the chance to collaborate with local chefs and suppliers to create eating experiences you won’t find in any other grocery store.”

Two per cent of sales from the test kitchen’s first eatery concept will benefit Whole Foods’ longstanding non-profit partner, Austin Food & Wine Alliance. With each new test kitchen concept, Whole Foods will partner with a new non-profit beneficiary.


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