TGI Fridays is hitting the road to promote its hip new "handcrafted" menu in a food truck, which basically proves that the food truck era has officially reached its end. According to its website, the marketing gimmick is called the "Summer of Fridays Road Tour" and it will make stops in cities nationwide including Detroit, Atlanta, Baltimore, and Dallas. Each truck will be equipped with a grill, chefs, and a "tank full of curiosity" which probably won't get them as far as a tank full of gasoline.
To really drive home the "handcrafted" message, the trucks will "hand-deliver" free tastes of dishes off of their "handcrafted menu." That means samples of items like its ahi tuna crisps which features really trendy ingredients like sriracha and a Guy Fieri-esque cucumber-wasabi ranch. Beverages, like the chain's Red Bull strawberry lemonade and peach sangria, will also be on hand (get it?) to wash down the "handcrafted" eats. The chain is also taking four "storytellers" on the road to bring "the best of handcrafted America" to everyone.
Deploying food trucks isn't the first food trend the chain has attempted to co-opt. TGI Fridays previously unleashed a small plates menu and even introduced Korean tacos to the menu a few years ago. The TGI Fridays food truck makes its national debut in Minneapolis and Boston starting today. Find the full schedule here.
· Summer of Fridays Road Tour [Official Site via Eater Minneapolis]
· All TGI Fridays Coverage on Eater [-E-]