Dubai: Round up the wagons ... or should that be ‘food trucks’?
The local food and beverage (F&B) marketplace is starting to get a taste of distinctive food trucks bearing sweet aromas and eclectic cuisines. And they are serving up options for consumers who have had to until now make do with dining out, fast food outlets at malls or ordering takeaways.
The menu is being served up by Round Up, part of 54⁰Degrees East, which offers the customised trucks for third-party F&B clients as well as its own franchises. These days, the trucks make a call at pre-chosen locations at Zabeel Park and Creek Park on a weekly basis and take orders between 9am to 6pm.
“We used to have the food trucks parked at high-traffic events that take place in the city — there are as many as 750 events to choose from last year,” said Rafia Al Mulla, CEO of 54 Degrees East. “From there to offering the same services at select locations in the city was just a small step.
“We wanted to make them accessible at locations that will offer business-to-consumer possibilities and not just concentrate on the business-to-business centres.
“Food trucks are such a part of the urban scenery in major cities, be it at Hollywood Strip or elsewhere. Round Up hopes to recreate the same landscape in Dubai and other cities in the region.”
There are 15 trucks that do the rounds now, featuring options such as Calle Tacos, (which traces its origins to Hollywood and patronised by Rihanna and David Letterman) and Bio Bean, the premium roasted coffee concept with local roots. Once acquired by a F&B concept, Round Up does the extensive customisation that comes with the territory. The models used are Chevrolet, Ford and Freightliner. Customisation detailing will cost between Dh120,000 and Dh140,000.
Those brands that sign up with Round Up — which launched operations in January — get to have access to the prime spots, and they will need to pay a quarterly fee of Dh30,000. Non-members can come on board the bandwagon by paying Dh1,200 per event.
On whether the weather patterns wouldn’t have a major say in determining sales, Al Mulla said: “There’s always a lot of talk about it. But the fact is we do everything to mitigate the risks associated with the weather for our clients. That means we will have more days spent at locations near a beach during summer and it will be the night markets during winters.
“And the fact is we are there at almost all the high-profile outdoor events that are happening in the city.”
There are plans to make a mark in Abu Dhabi, and possibly in other Gulf cities through franchising the concept.
On forecasts for profitability, Al Mulla said: “We are getting there ... and some of our members are already placing orders for a second truck.”
