Omnivore - Restaurant chains joining food truck culture

Chain restaurants are joining the food truck market.


  • blogs.laweekly.com
  • The ZZ Truck, a product of Sizzler

Last August in Los Angeles a food truck named the ZZ Truck hit the streets serving up sliders, grilled cheese sandwiches, salads, and fries. The truck, though offering seemingly normal food, does stand out. The double Z in the truck's name comes from its creator, the western chain restaurant Sizzler.

Sizzler has been around for more than 50 years and can be compared to the typical middle-class steak restaurant. However, the truck’s chef, Chris Rahder, notes that the menu and vibe of the truck is completely different from the restaurant itself. He also admits it is a way for the restaurant to stay alive in a struggling market. According to a Marketplace interview:

“It’s a way for us to help rebuild Sizzler, to propel is up as a marketing scheme, as getting out with people and things like that. So it kind of revitalizes the youth of Sizzler so it’s not just going after one crowd.”