Mellow Launches Lunch Starter Pack to Revitalize Hiroshima's Food Truck Scene

Mellow Launches 'Lunch Starter Pack' in Hiroshima

Mellow, a leading mobility business platform in Japan, is set to revolutionize Hiroshima's kitchen car industry by launching a new initiative called the 'Lunch Starter Pack' starting in March 2026. This ambitious project aims to dismantle the long-standing belief that weekday lunch sales are unprofitable for food trucks in local cities, a misconception that has left many operators dependent on weekend events for revenue.

The Background of This Initiative

Hiroshima, despite its urban capabilities, has seen limited kitchen car operations during weekdays, creating a significant gap in the market. With over a decade's worth of operation data, Mellow plans to use this information to optimize locations and menus, thereby supporting local kitchen car owners on their journey toward independence in the lunch market. This approach serves as a pilot example of a data-driven model that assists local entrepreneurs.

1. Moving Away from Event Dependency

Currently, around 115 kitchen car operators exist in Hiroshima, primarily doing weekend events. This reliance on fluctuating factors, such as weather and event turnout, makes sustainable business challenging. Mellow’s analysis shows that in metropolitan areas, nearly 46% of weekday lunch operations generate daily revenues exceeding 50,000 yen, compared to just 7% in local areas. This indicates a significant growth opportunity. Through the 'Lunch Starter Pack,' Mellow offers its success strategies from metropolitan expansions to empower local businesses towards building a stable income.

2. Crafting Data-Driven Culinary Excellence

Mellow aims to refine the offerings of high-revenue kitchen car businesses in Tokyo by examining key factors like overall lunch box weight, visual appeal, and taste balance. This knowledge will help create irresistible 'must-have' menus for Hiroshima's working professionals, enhancing customer satisfaction. The aim is not just to serve food but to create a fulfilling experience.

3. Balancing Time Efficiency with Culinary Satisfaction

Amid rising food costs, Mellow plans to provide high-quality lunch options within the 700 to 1200 yen range, located conveniently near offices. This service not only saves time but also focuses on overall well-being, encouraging conversations and creating connections between vendors and patrons.

Overview of the Initiative

In light of the new lifestyle changes, five locations in Hiroshima will be operational by April 2, 2026:

- March 9: Japan Life Hiroshima Hikarimachi Building, Nissay Hiroshima Building
- March 23: Start Tram Hiroshima, Hiroshima K Building
- April 2: Office Building in Hiroshima’s Eastern District

Each location will present a diverse range of freshly prepared meals, incorporating Japanese, Western, and international cuisine, offered at competitive prices.

Users can check the specific locations through the SHOP STOP app, the details of which are available via the application’s download link for both iOS and Android.

The Owners’ Journey and Challenges

The eight participating owners have previously faced difficulties entering the weekday lunch market. Through Mellow's decade-long data-driven product development approach, they tailored their offerings to customer preferences. Each owner brings a unique story:

- Case 01: GUILD's Comeback

Previously struggling in a specific location, this kitchen car leader leveraged Mellow's data to reassess and succeed.

- Case 02: HotdogParking's Shift from Events

A mother balancing work and home life aimed to create steady income through weekday sales, adapting their offering to cater to the daily demands of local consumers.

- Case 03: Gibi’s Transformation

An owner passionate about high-quality ingredients learned to balance their natural culinary instincts with data insights to craft appealing dishes that suit the market needs better.

Conclusion

Mellow's initiative in Hiroshima aims to harness years of data to promote sustainability in the kitchen car industry while radically changing the way food trucks operate outside peak event times.