Since everyone is always on the go, it only makes sense that businesses should be, too. Countless restaurants,
local boutiques, and even
department stores have gone mobile by setting up shop in decked out delivery trucks, where they can lure in customers who are out and about. But with the truck concept becoming saturated and stale, visionary entrepreneurs are now utilizing homier environs; namely, retrofitted school buses.
Warby Parker: Eyeglasses company
Warby Parker began as an Internet-based startup with an appointment-only New York City showroom. Its e-commerce business quickly boomed (and
inspired many copycats), but to grow its brand even more, the company is embarking on a
cross-country Class Trip to
spread the word about its stylish frames and noble buy-one-give-one model in nine major cities over the next six months. For the (presumably collegiate) marketing effort, they’ve
outfitted a renovated school bus with leather coaches, wood paneling, and vintage books. Warby also recently signed a lease for its first
stand-alone boutique, further demonstrating that physical presence is important even to web-first companies.
The Melt: Food trucks have been around the block, but a grilled cheese company in San Francisco isn’t satisfied with one vehicle parked on a street corner.
The Melt is a “fast casual” eatery with four brick-and-mortar locations that plans to roll out
100 school buses retrofitted with kitchens and collapsible dining patios in the next five years, bringing gourmet, locally-sourced grilled cheeses to hungry patrons across the country. The classic sandwiches may be the only thing that’s old-school about the operation, however. The company—which was
started by the founder of the Flip cam—embraces technology by letting customers order from their smartphones instead of waiting in line.
Brewtruc:
Food trucks first began obtaining liquor licenses last year, but an entrepreneurial chef in San Francisco is taking the idea of mobile drinking a step further. The same
man who started Le Truc, a restaurant-on-wheels in the Bay Area, recently opened the first brewpub that takes patrons out for a spin—in a school bus formerly used by a day care center, no less. Technically speaking,
Brewtruc doesn’t
sell alcohol since it’s a moving vehicle. But, after paying for a seat on one of the bus’ leather benches, guests are welcome to hit the in-bus craft beer taps while cruising around town.
