Korean Air - Food Truck

Korean Air - Food Truck

Food trucks are a hot phenomenon these days, evolving from chip stands into quality gourmet food on the go. As experiencing the products and services offered onboard has become an effective marketing tool for airlines to engage savvy consumers, a handful of airlines – Air France, Austrian, Delta, United – and one airport (Stockholm Arlanda) – have already capitalized on the food truck trend for marketing purposes.

The latest airline to join the food truck bandwagon is Korean Air, which is offering Houstonians a taste of its inflight meals in order to promote its non-stop flights between Houston and Seoul which it started this May.

Aimed at prospective business travellers, the truck – fully wrapped with the Korean Air colors and images – serves 250 meals on weekdays during lunch hours at the socalled ‘energy corridor’ of the city near the headquarters of General Electric Oil and Gas and Chevron. On weekends it sets itself up at local events in the Houston area.

Two flight crews from Korean Air, along with a catering chef who will prepare the sample meals, are running the food truck. Foods that are available for sampling include bibimbap – a dish of rice, vegetables, meat and hot pepper paste – galbijjim – baised beef short ribs – and Bulgogi deopbab, a bowl of rice topped with bulgogi or grilled marinated beef.

The meal service kicked off on September 29th and runs through Oct. 26, and Korean Air plans to serve 100 bibimbap, 100 servings of bulgogi deopbab and 50 plates of galbijjim per day.