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Franchises Hop on the Food-Truck Trend

Cooked up by epicurious entrepreneurs, the mobile food business is starting to whet the appetites of established companies.

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This story appears in the August 2011 issue of Entrepreneur. Subscribe »

Farhad Assari wants to start a empire. The former Washington, D.C.-based investment banker envisions a day when his Sâuçá brand is stamped on , clothing lines, music and even sauces in the grocery store. For the time being, however, the ambitious entrepreneur is content to sell his Sâuçá street food out of a truck.

But this isn't the roach coach of Health Department legend. Assari's franchise, which opened in March 2010 and currently has four trucks in the D.C. area, is wildly popular, with lines sometimes 50 people deep and franchise inquiries up and down the East Coast.

"This is gourmet food. It's very good quality," Assari says. "My idea was to bring street food from around the world to the U.S. People in the U.S. see street food as dirty. I knew if I cleaned it up and made it sanitary, people would like it."

Influential people like Assari's concept, too. Last year, Sâuçá was named the winner of the Great Emerging Franchise Challenge, a contest judged by some of the biggest names in the franchise industry. And Assari is not alone on the road. At this year's National Association show in Chicago, garnered their own pavilion with six trucks--including Sâuçá's--on the convention floor. That type of buzz has caught the franchise world's attention. Not only are several food-truck concepts dipping their toes into , but and casual franchises are experimenting with a mobile presence as well.

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