Austin-based Whole Foods is getting into the food truck game. The truck, helmed by Momofuku alumnus Tien Ho and serve as a test kitchen, trying out new concepts for stores. It fires up March 10, the day before South by Southwest The truck will also be utilized for Whole Foods to collaborate with chefs and supplier partners. Ho, the new global vice president of culinary and hospitality for Whole Foods, created the truck in partnership with the grocer’s prepared foods team.
The truck, located at the flagship store on Lamar Avenue, will change names and concepts every two months. The first moniker? Tartinette. It will serve open-faced sandwiches (tartines) and salads daily from 11 a.m. to 8 p.m.
“This test kitchen is so exciting because we get to include Whole Foods Market customers in the process, using their input to create dishes that could become new favorites across the country,” Ho said.
Two percent of sales from the truck will benefit Whole Foods Market’s nonprofit partner, the Austin Food & Wine Alliance.
Whole Foods Market will announce Tartinette’s full menu at wholefoodsmarket.com/lamar in March.