Whole Foods Market (NASDAQ:WFM) is launching a food truck in the retailer's hometown of Austin, Texas. The effort is essentially a rolling test kitchen to explore new ideas for in-store eateries and chef collaborations.
The truck will roll for the first time on March 10, using the name Tartinette and serving salads and open-faced sandwiches. The concept was created by Tien Ho, Whole Foods' VP of culinary and hospitality in collaboration with the retailer's prepared foods team.
The concept will be changed every couple of months to explore different food trends, seasonal flavors and vendor partnerships, according to the company.
Two percent of sales from the test kitchen's first eatery concept will benefit Whole Foods' nonprofit partner, Austin Food & Wine Alliance.
Whole Foods has long experimented with new in-store concepts and recently announced it was seeking partners to operate inside the growing 365 by Whole Foods Market concept. The new format is intended to offer more value-priced items in a smaller format, one tailored to better appeal to millennials and foods trucks are something of a staple with this demographic.
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