What ’ s hot :
From taking menus on the road to launching cuttingedge pop-up outlets and exclusive craFt beers , hotels are heating up F & b in distinctive ways .
by Ann BAgEL STOrck , mAnAging EdiTOr
Last fall the FS Taste Truck covered more than 1,000 miles ( 1,600 km ) and visited eight Four Seasons properties across the U . S . West in addition to participating in almost 60 events .
Road to success
With the food truck movement ’ s popularity continuing to accelerate in the United States , it ’ s not surprising to see hotel companies jumping on the bandwagon .
The most prominent example comes from Four Seasons Hotels and Resorts , Toronto , which debuted the FS Taste Truck last September . The truck covered more than 1,000 miles ( 1,600 km ) and visited eight Four Seasons properties across the U . S . West , which each took it over for one week .
Menu items averaged US $ 7.25 , with the most popular dishes including duck fat burgers in San Francisco , kalbi short rib quesadillas in Los Angeles and pork belly tacos in Santa Fe , New Mexico . More than 7,000 diners stopped at the truck , and a portion of the total proceeds were donated to Chefs to End Hunger , a charity that works with foodservice operations to redistribute excess prepared food to those in need .
“ The response was overwhelming ,” says Guy Rigby , Four Seasons ’ vice president , food and beverage , Americas . “ A food truck gave our chefs the opportunity to connect with the community and prepare street food that resonated with a broad range of customers .”
The FS Taste Truck was so successful Four Seasons is planning another tour this fall . From mid-September to mid-November , the truck will visit nine cities along the U . S . East Coast from Boston to Miami .
“ Approachable luxury is very relevant ,” Rigby adds . “ People love that they can get a small yet high-quality slice of Four Seasons at a very affordable price .”
40 HOTELS June 2014 www . hotelsmag . com