As part of its Most Interesting Academy, Dos Equis is adding a fleet of seven unique food trucks to bring authentic and adventurous experiences to their consumers. Menus will focus on various regions/cultures with particular attention to the unusual (think silkworms, jellyfish and chicken feet). Representatives will explain to guests the history and culture of the food and the individualized menu with a corresponding cultural ritual that truly brings the experience to life.
Why I’m Curious: There’s enough food trucks out there (with even P&G is in the game) that this shouldn’t be a novelty. However, Dos Equis is going beyond food or even beer here and truly giving consumers an experience that lives up to the brand.