THE GRILL LAB
Co-owned by Khalid Al Qassimi, a food truck called The Grill Lab has been seen in Sharjah and Ajman since January 2015. Branded by Figjam, its business development manager Simon Duke tells us more about what to expect:
Tell us more about the concept?
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We want to serve our customers fresh, simple food. We think we have introduced the first real mobile food truck in the UAE. We inform our customers of our location through social media hours before we open and are in a new location daily. The brief was to create a brand that is fun and engages the audience, and challenges the norms of what you see in the UAE.
How has the response been so far?
The response to the truck and the concept has been excellent. On a normal day in Ajman or Sharjah we would usually serve around 500 hungry customers plus our regular followers. The social media following on Instagram is ever-growing with daily interactions from our followers.
What were the key design elements considered by Figjam?
There were a few key things that had to be considered when creating a brand that challenges the norms including audience, cultural sensitivity, food offerings, and making sure it was innovative. It’s great to get briefs like this that give you free reign, but it’s also important to make sure you are delivering what the client wants.
How was the truck fitted to ensure it complied with all regulatory requirements?
The Emirate of Ajman has placed guidelines that follow the Australian NSW, and various laws from across the United States of America, making it easier to import and fit out such vehicles locally with a set of standards to follow.
Any special features about the truck?
The truck is a 1980’s GMC, which gives it that classic ‘old school’ look. It’s self-contained in the sense that it has an on-board generator and boiler, which means it doesn’t need to be ‘plugged in’ like others across the UAE.
Tell us more about the prep and service?
Most of the food is prepped at a central kitchen with some of the smaller items being done on-site. The truck has a full working kitchen including freezers, fridges, griddles, fryers, washbasins, storage and prep/cleaning areas, and of course, a music system.
Are you working on any similar concepts?
Yes, we are currently working on more concepts with the client, so watch this space!
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May 6, 2015 , Canada
As a Company who has manufactured American Food Trucks for over 15 years we did see an increase in inquiries fro the UAE and especially Dubai over the 3+ years. Even at the very early days in America there were hurdles to jump over as with any new venture where city councils are not sure how to t...