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Bistro à la Truck: Grégoire Restaurant Launches First Ever Culinary Food Truck Prototype in the California Bay Area

The pop-up, French-style bistro truck will be on the road in April 2024 and will become a staple of the Grégoire franchise model.

By Luca Piacentini1851 Franchise Managing Editor
SPONSOREDUpdated 5:17PM 03/13/24

Grégoire, a franchise synonymous with the seamless blend of fine dining and fast-casual convenience, is launching its first-ever Culinary Food Truck prototype. This groundbreaking initiative marries the sophistication of a French bistro with the mobility and accessibility of a food truck, offering an unprecedented dining experience on wheels.

Le Gourmet on the Go: Inside the Truck

Founded by Grégoire Jacquet, a chef with over four decades of classic French culinary training, Grégoire has always stood at the forefront of culinary innovation. When Jacquet started to see more and more food trucks popping up in the restaurant space, he knew he had to throw his hat in the ring.

"I was always fascinated by food trucks," Jacquet said. "In France, they are a part of daily life. My own experience working in a crepe food truck at 12 ignited a lifelong passion for bringing gourmet food closer to the people. In the U.S., the food truck scene is markedly different. The impersonal nature of many food trucks today is something I aim to change with our approach.”

Unlike traditional food truck models, Jacquet designed his prototype to offer a pop-up bistro experience. 

“We didn’t want our food truck to look like a kitchen on wheels,” said Jacquet. "We designed the truck from scratch to ensure it embodies the same quality and professionalism as any top-notch restaurant, ensuring customers have no concerns over cleanliness, chef expertise or food safety.”

With an open kitchen and window concept, customers can watch as chefs craft their meals, creating an interactive and engaging atmosphere. The outdoor cashier and food hand-off area further enhance this unique dining experience, making it feel more like a visit to a restaurant than a quick stop at a food truck.

The flagship Grégoire Culinary Food Truck is set to hit the roads in April 2024. But the ride doesn’t stop there. 

A Haute New Ride for Franchisees

Grégoire's vision extends beyond merely serving food on the go. The truck is part of a larger strategy to empower franchisees to expand their reach, generate new revenue streams and build brand awareness in their territories. 

Looking ahead, the truck will serve as a versatile tool for franchisees, offering opportunities for pre-opening marketing, catering at events like farmers' markets and corporate gatherings, and even serving as a mobile ambassador for the Grégoire brand. 

“We want the truck to be a mobile introduction to Grégoire, arriving a month or two before the opening of new locations to generate excitement and brand awareness,” said Jacquet. 

The Culinary Food Truck is equipped to cook and serve the full Grégoire menu, Jacquet says, ensuring that the quality and experience are consistent with what customers would find in any of the brick-and-mortar locations. Plus, with a hub-to-store kitchen model, franchisees won’t need to worry about preparing the food on-site and can operate the truck with a staff as small as two employees. 

"The truck will bring the same menu, the same model, the same workflow to the streets," Jacquet said. "For incoming franchise owners and for customers alike, it's a glimpse of what the Grégoire restaurant experience will be, delivered right to your neighborhood."

Rolling into the Future of Cuisine

As Grégoire continues to innovate and expand, the Culinary Food Truck stands as a testament to the brand's commitment to excellence and its vision for the future of dining. 

"This is more than just a food truck," Jacquet said. "It's an invitation to experience gourmet dining in a new, accessible way. It's a promise of quality, convenience and the joy of discovering something truly unique."

For those looking to join the Grégoire franchise, this new venture offers a compelling opportunity to be part of a pioneering movement in the food industry. 

For more information on franchising with Grégoire,