Food trucks have become as mainstream as brick-and-mortar restaurants in some cities. Having a restaurant on wheels gives owners the freedom to roll between locations—something that usually occurs before and after the lunch rush, not during it. The Moving Food Truck in Portugal did things a little differently. As Runner's World reports, the food truck required that customers jog alongside it as payment for their meals.
The mobile restaurant was a collaboration between the anti-obesity group Associação de Doentes Obesos e Ex-obesos (Adexo) and the creative agency Foote, Cone & Belding (FCB). Portugal has some of the highest obesity rates in Europe, and the one-day campaign aimed to educate the public on what it takes to burn off a high-calorie meal.
To order a burger, patrons were first required to walk 5.4 kilometers (about 3.3 miles) or run 4.2 kilometers (just over 2.5 miles). Ketchup cost them an extra 500 meters. It may be hard to imagine people agreeing to exercise in exchange for junk food, but the Moving Food Truck had no problem attracting customers. In the one day it was open, 20 cheeseburgers, 32 pizza slices, and 50 cups of soda were purchased. Their revenue came in the form of 22,934 calories burned.
The food truck wasn’t around for long, but FCB is currently looking into stationing a regular version in Portugal’s capital city of Lisbon. You can watch customers working for their fast food in the video above.
[h/t Runner’s World]
All images courtesy of YouTube.
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