Toronto, CAN: Jack Astor’s Deploys a Pop-Up Food Truck to Promote Its New Menu

By Andrew D’Cruz |

The demand for food trucks is so fevered in Toronto that the big-money corporate restaurant chains are starting to get in on what used to be a resolutely indie scene. No less than Jack Astor’s has now taken to the streets to promote its new menu (granted it’s really not a bad fit, given that the bright colours and party vibe of the average food truck align nicely with the restaurant’s ethos). The Jack Astor’s truck’s 12-day road trip kicked off last Tuesday with an appearance at Yonge and Bloor, which drew the kind of lines normally reserved for a Food Truck Eats pop-up—of course, this one also happens to be giving away its food for free. In between scheduled lunch and dinner appearances, the truck answers to the hashtag#TweetToTaste, dropping by requested locations to discharge samples. On offer are three dishes that will soon be appearing at Jack Astor’s restaurants: an eight-ounce meatball in garlic tomato sauce, Asian-inspired “junk boat chicken” and feta guacamole with roasted poblano peppers. The truck is in Missisauga today and tomorrow, before heading to Brampton and London (see the full schedule on Facebook). Marketing manager Larisa Martinez tells us that despite the lineups, there are no plans for a permanent outfit on Toronto’s streets. Given the headaches involved in running a food truck profitably, we can’t say we’re surprised.