The Melt-100 buses-turned-restaurants

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2012/09/10 07:39:08 (permalink)

The Melt-100 buses-turned-restaurants

The Melt carries 5 sandwiches, five soups, five deserts, and 5 different drinks. Here is their menu on their web site. The last paragraph is a joke.

The Melt is going mobile - with buses-turned-restaurants

The fast-casual dining chain, whose grilled-cheese sandwiches are the centerpiece of a national push to redefine eating and technology, says it is adding 100 buses as restaurants on wheels over the next few years.
Retrofitted school buses would roam cities and towns. The 200-square-foot diners will come with a full menu and Wifi. Some 25 will be deployed by the end of the year, in California and elsewhere.
"This isn't just a marketing vehicle, but a component of strategy that Melt has discussed," says Jonathan Kaplan, company founder and CEO.
There are five brick-and-mortar Melt locations in the San Francisco Bay Area, with plans for another 21 in California over the next several months.
The "walls and wheels" strategy will enable The Melt to canvass various spots at all times of the day, says Kaplan. A bus might be near a city's financial district in the morning, a thriving park in the afternoon, and then a college campus at night.
The Melt intends to make a big splash with its meals on wheels expansion Sept. 9 during the San Francisco Giants' game that night against the Los Angeles Dodgers. One of its new buses will be carried by crane onto a barge that will float into McCovey Cove, just beyond the ballpark's right-field wall, in the Bay. Kayakers will be served before and during the nationally televised game.
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