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
Interested
in learning how the 5P’s of Food Marketing can edify your retail food brand
while creating a platform for consumer convenient meal participation, differentiation
and individualization contact us via Email us at: info@FoodserviceSolutions.us or visit: www.FoodserviceSolutions.us Facebook.com/Steven Johnson,
Linkedin.com/in/grocerant, or twitter.com/grocerant
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