In 2014, after losing her job due to the closure of the start-up she worked for, Antonella Avvinti, founder of Truck Queen Agency, became intrigued by a growing phenomenon, that of “food trucks”, which was beginning to be talked about as EXPO approached. She began to study the regulations on mobile food service in depth and was involved in the Lombardy Region’s working groups to make room for these new businesses.
In 2015, food truck mania exploded and gave rise to Truck Queen Agency. The first activity was consulting, with licence holders turning to us for training and to explore business opportunities. At the same time, to gain more direct experience, we created our first food truck, “Rock Burger Milano”, ushering in a period when demand for these vehicles was skyrocketing. Other restaurateurs entrusted us with their vehicles, transforming Truck Queen into a food truck collector at the service of restaurateurs. The first event we were involved in was the redevelopment and opening of the Mercato Metropolitano in 2015. This situation allowed us to begin developing our organisational skills in event management. In the same year, we were contacted by Compass Group to develop a project for the use of food trucks in canteens, reorganising corporate catering in a way that was flexible for the caterer and engaging for the employees of the companies themselves.
Since 2016, Truck Queen has become a trusted partner for companies, working increasingly frequently on branding projects. Among the first was Unilever, with the organisation of the events calendar, management, customisation and branding of the Hellmann’s truck.
Since 2018, agencies have recognised food trucks as an effective means of communication, multiplying requests for catering and brand activation through events and tours for their clients.
Today, sectors such as trade fairs and family entertainment have realised the opportunity offered by this type of catering: in the last two seasons, Gardaland has entrusted us with consulting, organisation and management of catering through food trucks to complement its permanent refreshment points.
Ten years after our inception, we are the benchmark in the sector and our offering is clearly structured:
Street Food Service: we manage an infinite and flexible gastronomic offering through our trucks, ideal for organising catering and refreshment areas with the quality and variety of street food.
Marketing Service: consultancy for brand projects, tour organisation and vehicle hire. Turnkey services for brands and retailers, whether it’s hiring a vehicle for a product launch, planning and managing a tour or developing a complex project for the opening of a new commercial channel.
