Whole Foods is entering the food truck industry. The Supermarket chain will open a food truck test market in Austin, Texas in March. According to the report, they will be using the truck as a test kitchen to that will change it’s menu every few months. I understand that this will help them with their brand but it seems odd that they couldn’t partner with existing trucks in the area to cross-promote their products.

AUSTIN, TX – In order to try out new culinary concepts and evaluate collaborations with chefs and supplier partners, Whole Foods Market will open a food truck test kitchen at its flagship store in Austin, Texas.

Developed by the retailer’s recently hired VP of culinary and hospitality, Tien Ho, the initial concept will launch March 10 as Tartinette, which will serve open-faced sandwiches and salads from 11 a.m. to 8 p.m. daily. Whole Foods said it plans to change the concept, menu and name of the truck every two months.

Find the entire article at supermarketnews.com [here]