United - Taste Of Taipei

United - Taste Of Taipei

Food trucks are a hot phenomenon these days, evolving from chip stands into quality gourmet food on the go, and many airlines have already capitalized on the food truck trends for marketing purposes.

In March 2011, for example, Air France sent their own gourmet food truck to the streets of New York City as a means of promoting their on-board catering services. The AF truck featured dishes by Michelin Star Chef Joël Robuchon and was stationed at one location per day which was announced via Twitter and Facebook. Similarly, nearly a year prior to Air France’s food truck debut, Austrian Air’s coffee truck toured the streets of NYC as well. Austrian Air’s motive was centred around its direct flights to Vienna, so the coffee itself was a homage to traditional Viennese coffee and was distributed freely. Also on the food truck and aviation roster was Delta Airlines , who served hot cocoa, and Arlanda Airport , whose food truck promotes the restaurants and cafes that are found in the airport itself.

The latest airline to join the food truck bandwagon is United Airlines , who in May promoted its launch of a new route from San Francisco to Taipei and celebrated this by partnering with Taiwanese food truck Mamaliu . The Taiwanese food truck announced via Facebook that San Franciscans could enjoy free lunches courtesy of United all week.