• by Karlene Lukovitz  @KLmarketdaily, July 31, 2009

Burgerville has created a 24-foot-long mobile restaurant to test new locations cost-effectively and generate advance word of mouth.

The food truck -- dubbed "Nomad" -- cost about $100,000 to build, compared to the approximately $1 million that is typically required to open a permanent restaurant, according to the company. The privately owned chain is exploring possible new locations in Portland, Ore. and Seattle.

The truck, which is being tested first in downtown Portland, will serve Burgerville's regular menu -- including burgers, fries and seasonal shakes -- with the exception of chicken, fish, Walla Walla onion rings, smoothies, and for a limited time, gourmet offerings.

Nomad can also be deployed to serve as a stand-in kitchen during remodeling and maintenance periods at existing restaurants, and for emergency response in scenarios such as natural disasters.

The unit is designed to serve 500 meals per day, but can serve up to 2,000 with an additional supply van that holds an inventory of food and supplies (compared to 600 to 800 per day, on average, for a regular Burgerville). The company reports that it is replicating the same operational, food preparation and serving best practices that exist in its standard restaurants within the mobile restaurant.

President/CEO Jeff Harvey describes the vehicle as "a great new way of reaching out to our guests in new and existing communities." If the pilot program is successful, more Burgerville Nomads will be created, and the company expects the roaming restaurants to become "a significant part of the Burgerville guest experience moving forward," he adds.

The chain will use its @BurgervilleUSA handle to promote the mobile restaurant's location via social media. The company has gained more than 300 new Twitter followers since announcing Nomad's debut, bringing total followers to more than 2,200.