Burgerville goes mobile with food truck
by Allan Brettman, The Oregonian Tuesday July 21, 2009, 7:07 PM
VANCOUVER -- Burgerville will introduce a mobile food truck on Thursday near Tom McCall Waterfront Park, inspired by the food carts that have blossomed on downtown Portland lots.
The 24-foot-long truck will sell a limited menu -- burgers, fries, soft drinks and vanilla, chocolate and maybe seasonal shakes.
The truck will allow the Vancouver-based company to test a community's interest in the restaurateur's products before committing the money to building a permanent location, said Jeff Harvey, president and chief executive officer of The Holland Inc., Burgerville's parent company.
Burgerville is exploring possible sites for a permanent downtown Portland location as well as in the Seattle area, he said.
The truck also will allow Burgerville to have a presence at community events and could serve as a pinch hitter when any of the existing 39 restaurants undergo renovation, he said.
"We wanted to find creative ways to reach more guests," said Harvey, who said the chain's sales are lower than this time last year.
Burgerville spent in excess of $100,000 preparing the truck, considerably less than the $1 million or more the privately held company says it typically has spent to open a new restaurant.
The truck will be open 11 a.m. to 10 p.m. every day through the end of July, starting Thursday, in a vehicle pullout off the northbound lanes of Southwest Naito Parkway between Southwest Yamhill and Taylor streets.
The company obtained a permit for the parking spot as well as having the health departments in Multnomah, Clark, Washington and Clackamas counties approve the mobile kitchen, Harvey said.
On the social networking front, the company has about 2,000 Twitter followers, http://twitter.com/BurgervilleUSA
, who will be getting updates on where the Burgerville mobile kitchen is and where it will be going. -- Allan Brettman: firstname.lastname@example.org http://www.oregonlive.com...oes_mobile_with_f.html