Just when we thought this food truck thing finally reached the breaking point with a beer-centric school bus or a $180,000 pizza truck that is fancier than many midrange restaurants we frequent, someone had to go and to top them all. This time it's the cheesy folks from local upstart chain The Melt who will send the food truck trend sailing over the shark when they launch their fleet of grilled cheese buses by floating the first one into McCovey Cove to hand out free sandwiches to kayakers.
The Melt, which recently preyed on the appetites of hungry UC Berkeley undergrads with a free sandwich stunt, plans to roll out nine grilled cheese trucks around the Bay Area by the end of 2012 and 100 of the vehicles around the country in the next five years. The mobile effort is the latest part of the extremely well-funded, five-location chain's aggressive plan to dominate the dairy-based sandwich market with an eventual 500 locations across the country.
Hungry kayakers and especially strong swimmers who aren't afraid of the 30-minute rule should look for the truck in McCovey Cove at this Sunday's game against the Dodgers. The first land-based truck will roll out next Tuesday, September 11th at an undisclosed location. We reckon they will let you know where to find the after-school comfort food on their Twitter account.
