Have you ever associated a casual food truck on a street with a fancy luxury hotel, such as Four Season? Now, you have the chance to try it out! Four Season has started its second annual food truck tour along the East Coast in the U.S. The food truck will visit nine cities and serve local gourmets in each city, such as lobster rolls in Boston and pastrami sliders in New York. The food truck also makes contribution to charities. By donating a portion of its revenue to local charities, it helps raise breast cancer awareness and supports pediatric oncology research.

I think this is a smart marketing scheme carried out by Four Season. Because besides all the basic services that customers expect from a hotel, it also offers a unique and interesting food truck service, which differentiates Four Season from its competitors. It is now possible for people to get high-quality hotel restaurant food in a convenient and casual way. According to Ries and Trout’s ideas, if a firm can claim a unique position in people’s mind, it will effectively stand out from other products and win the “battle for mind.” The creative collaboration of food truck and luxury hotel sets up a point of difference for Four Season and enables it to attract more customers in the future.

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