Food trucks occupy a unique perception gap in foodservice. Lacking the ambient cues that signal quality in traditional restaurants (plating, atmosphere, visible preparation), consumers default to assuming convenience over craftsmanship. But consumer behavior is shifting: nearly 1 in 4 (23%) diners now describe chicken sandwiches as a ‘treat’ or ‘reward’ rather than a budget convenience. Capitalizing on this, my good friend and classically trained chef Alex Hyman created a premium sandwich concept that delivers restaurant-quality techniques in this growing category.