Saved by suburbs: Food trucks hit by virus find new foodies

Yuli Shen, the owner of YS Street Food Group, discovered her potential customers for her food truck in the hilltop Seattle-area neighborhood through Facebook. (AP)
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Updated 22 August 2020
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Saved by suburbs: Food trucks hit by virus find new foodies

  • Stay-at-home orders deprived many small retailers of their city center business

WASHINGTON: On a warm summer night, two food trucks pulled onto a tree-lined street in a hilltop neighborhood outside Seattle. The smell of grilled meat filled the air, and neighbors slurped on boba tea drinks. Toddlers, teens, their parents and dogs sat in the grass, chatting behind masks, laughing and mimicking imaginary hugs to stay socially distant while they waited for their food orders.

Long seen as an urban treasure, food trucks are now being saved by the suburbs during the coronavirus pandemic. No longer able to depend on bustling city centers, these small businesses on wheels are venturing out to where people are working and spending most of their time — home.
As food trucks hunt for customers that used to flock to them, they're finding a captive audience thrilled to skip cooking dinner, sample new kinds of cuisines and mingle with neighbors on what feels like a night out while safely staying close to home.
“This is festival season, fun season. All the stuff we typically do as humans, we can’t do anymore,” said Matt Geller, president of the National Food Truck Association. “Walking out to a food truck is a taste of normalcy, and it feels really good.”
YS Street Food Group owner Yuli Shen discovered the hilltop Seattle-area neighborhood through Facebook, and she and a friend who runs the Dreamy Drinks boba tea truck went out together recently and served customers for three hours.
It's a change and a relief for Shen. Before the pandemic, she raked in money by parking at Amazon’s campus near downtown Seattle, where hordes of office workers would line up for lunchtime Chinese rice bowls. By July, she was frantically searching for somewhere to go.
“It’s very hard to find a location to park, and so we have to find a different place and different people. It’s harder to run the business, but we’re trying,” Shen said.
Weekday lunchtime business is the bulk of the revenue for an average food truck, which may make $800 to $1,200 a day, Geller said. And lucrative appearances at major summer festivals and community events padded them for leaner winter months.
Since stay-at-home orders earlier this year emptied out city centers and canceled gatherings, many food trucks — like brick-and-mortar restaurants — have gone out of business or aren't sure when they'll open again.
Food trucks adjusted their business model as they headed to the suburbs: They focus on dinner, adding kid-friendly options and preparing for larger orders. A new neighborhood means being unsure how many customers they'll get and gambling on how much food to bring. To avoid that, many trucks urge customers to order ahead online.
Geller said the suburban shift has been a boon for food trucks in places like Seattle, Nashville, Tennessee, and Austin, Texas. He said people in the suburbs have been good at staying connected with neighbors during COVID-19 through Facebook groups, where food truck gatherings are advertised.
B.J. Lofback decided to pivot his Nashville-area food truck and restaurant away from labor-intensive Korean food after laying off most of his staff when business dwindled. He rebranded as Pinchy’s Lobster Co. and now sells lobster rolls, which he can largely prep himself.

FASTFACT

The US food trucks industry is valued at $1.1 billion according to a study from Ibis.

Without his usual downtown Nashville lunchtimes and music events, he and other truckers began reaching out to homeowners associations in large subdivisions. It’s been such a success that he doesn’t miss the “stressful, expensive” event schedule. Now, he can keep all the money he earns, instead of paying up to 20 percent of his revenue in event fees.
“The economics just worked,” Lofback said. “I’m hoping that even if a vaccine dropped tomorrow and herd immunity was accomplished tomorrow, I hope neighborhoods still have us out.”
Piroshky Piroshky, a Seattle institution at the Pike Place Market, lost 90 percent of its brick-and-mortar business when the pandemic hit, manager Brian Amaya said.
The bakery pivoted to online sales, home deliveries and food truck events. Some events featuring its famous hand pies have been as successful as a modest day in a store. The 28-year-old business is considering adding a second food truck.
“It’s enough to pay our employees and cover the cost of it and make a little bit of revenue for us to keep going,” Amaya said.
The idea was also new to Julie Schwab. After hearing how the industry had dried up, she took a stab at organizing an event in June for the only food truck she’d ever tried.  
Her events have since practically become food truck lore near Lynnwood, Washington, about 16 miles (25 kilometers) north of Seattle. Now, she’s scheduling trucks seven days a week and into December.
Business owners ask if it’s true that one truck made $4,000 in one night. She tells them food trucks make between $1,000 to $4,000 a shift. The high school psychologist also advises other communities that want in on the food truck circuit.
“You look what’s happening with everybody coming out, and people are getting to know each other,” Schwab said, adding that people wear masks and keep their distance. “It’s been really great to build a community despite what’s going on with this pandemic.”
Thanks to the trucks, Schwab discovered bibimbap, a Korean rice bowl, and she relishes helping small businesses, many run by people of color.
But there’s been headaches, too: hours of work scheduling trucks, promoting events and responding to neighbors with questions. Occasionally, trucks are late, unprepared or no-shows.
Christine Thai, a hospital program coordinator, was surprised to learn about the food truck scene in her community when she went to one of Schwab's events recently with her husband and baby. It was a rare outing for the family, and she got to enjoy a strawberry matcha latte.
“The suburbs are getting cool because people don’t want to travel anymore,” Thai said.


RLC Global Forum highlights role of Saudi youth in retail digital shift 

Updated 04 February 2026
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RLC Global Forum highlights role of Saudi youth in retail digital shift 

RIYADH: Saudi Arabia’s young and highly digital population is reshaping how the Kingdom’s retail sector adopts new technologies and artificial intelligence, advancing faster than many global competitors, industry leaders told Arab News. 

Speaking on the sidelines of the RLC Global Forum in Riyadh, executives told Arab News that the intersection of a youthful population and strong investment in AI is driving a shift in the industry’s priorities. 

From understanding consumer behavior to leveraging the Kingdom’s growing status as a global AI leader, Saudi Arabia is becoming as a unique destination for the retail sector to thrive, learn, and evolve in the digital sphere. 

Abdullah Al-Tamimi, CEO of commercial real estate company Hamat Holding, told Arab News that the firm is keen to analyze and understand consumer behavior, with a particular focus on the younger generation as a key part of that insight. 

“Actually, it’s a big part of our day-to-day operation,” he said, adding that the company invests heavily in understanding customer needs and behavior and works to correct any missteps. 

Al-Tamimi emphasized paying close attention to small details, noting that younger consumers are especially sensitive to the overall experience and “deserve that we work around the clock in order to improve it.” 

He added that this focus “can be a competitive advantage for Saudi Arabia as well.” 

Al-Tamimi said that as the younger generation grows accustomed to new technology shaping retail customer experiences, Hamat Holding is leveraging AI to enhance them further. 

“We started a couple of initiatives improving digitalization,” he said, adding that the company sees digital tools as a way to enhance its work by automating day-to-day operations and allowing teams to focus on bigger-picture and more complex tasks. 

While the firm has expanded its use of technology, he stressed it has not replaced human workers, emphasizing the continued importance of human capital for creativity and interaction. “AI is a big part of our strategy,” Al-Tamimi added. 

Amit Keswani Manghnani, chief omnichannel and AI officer at luxury goods retailer and distributor Chalhoub Group, told Arab News that bridging a younger customer base with continuous digital development is key to advancing the Kingdom’s retail strategies. 

On Saudi Arabia’s demographics, he said: “We look at 2030 as really building products which serve especially the younger population, which is growing and very digitally savvy.” 

Manghnani underscored the unique characteristics of the Kingdom’s retail market as a tool for developing effective products and customer experiences. 

“So it’s very digitally savvy, much more than in other markets,” he said, noting that e-commerce penetration is rising not only through online purchases but also via digital catalogs that drive in-store visits. 

Manghnani said investment is focused on making products more digitally accessible and easier to use, while strengthening customer service to meet the expectations of what he described as a demanding but welcome consumer base. “Service excellence, digital — all these things together are how we are tapping into the younger population, which again is extremely savvy.” 

Manghnani reinforced Al-Tamimi’s point that the Kingdom holds a competitive advantage, citing the speed at which its retail and technology industries are aligning. 

“As a market, we’re tending to see the adoption of digital,” he said, referring to AI, data and other forms of digital interaction, adding that these tools are increasingly being combined. 

He noted that this market is moving “much quicker than the other markets.” 

The two-day RLC Global Forum brought together more than 2,000 global leaders, policymakers, and innovators from over 40 countries over the two-day event to define the next chapter of growth across retail, consumer, and lifestyle industries.