Chipotle Mexican Grill may have expanded American consumer’s drive for quality Ready-2-Eat and Heat-N-Eat fresh prepared burritos. However Ricker's convenience stores President Quinn Ricker operating 50 C-stores throughout central Indiana plans to take the fight for share of stomach to the streets.
Quinn Ricker stated "We saw the relevance of mobile food for on-the-go customers in our communities, but we didn't want it to be like fast food,"… "We developed a fresh, gourmet menu that is truly a great value." This month Ricker's Convenience Stores is hitting the road this month in its new ¡AhhBurritos! food truck.
Ricker’s jAhhBurritos! food truck will serve a high quality Ricker's Mexican breakfast and lunch offerings at various street locations throughout central Indiana, including at Anderson and Indianapolis Ricker's c-stores, according to the company.
Targeting the Read-2-Eat fresh prepared food niche aka the grocerant niche it is consumers customizable, individualized and differentiated menu items that include burritos, quesadillas, nachos with multiple toppings, and salads. Ricker's Chef Brad Pyle will also be serving up four varieties of his homemade salsas: Classic Tomato, Black Bean & Corn, ¡AhhBurritos! Verde, and Red Hot Jalapeño extending flavoring differentiation.
The ¡AhhBurritos! Mobile truck is consumer interactive and participatory entertain customers by playing music through the truck's built-in speakers. The truck also features a mobile RickerPop fountain beverage station. Ricker's ¡AhhBurritos! Is leveraging integrated marketing messaging via having it menu available on its own Facebook page. In addition customers can follow the truck's location on Twitter at @AhhBurritos
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