If you thought that trucks were simply a way to transport goods from one place to another, think again. Innovative trucks have been hitting the roads of Japan recently, sporting trailers that have been converted for use as restaurants, offices, and other purposes. Their mobility gives them the advantage of being able to take their services to customers, rather than the other way around, and they also incur fewer costs compared with operating from brick-and-mortar structures.

Mobile Sushi BarThe Truck Sushi Bar based in Oita Prefecture, on the southwestern island of Kyushu, is the brainchild of a firm that specializes in promoting and publicizing marine products. The truck's trailer is around 10 meters long and 2.3 meters wide, and its interior has been fitted with a 6-meter-long counter. There is space to prepare not only sushi but grilled and deep-fried dishes, too. The entire inside is designed to look just like a high-end traditional Japanese sushi restaurant. The area behind the counter is adorned with a large photograph of the local lighthouse that has come to symbolize this part of the country, and Japanese-style miniature garden decorations greet customers at the entrance. A giant window roughly 6 meters long and 2 meters high has been set into one wall, allowing people standing outside to get a peek at the interior.

At Tsurumi Harbor, one of the busiest ports in western Japan, the Truck Sushi Bar appears every fourth Saturday of the month as the centerpiece of the Otoko-no-Minato Ichi tourist market. Master chefs prepare sushi using freshly caught seafood, including varieties of mackerel that have been designated local specialties. The restaurant proved so popular when the market first opened that customers were lining up to get in. In addition to appearing at local events, the truck also tours other parts of the country to publicize mackerel, yellowtail, and other seafood plucked from the stormy waters of the Bungo Channel that separates the islands of Kyushu and Shikoku.

Travel by TruckIn another example of putting a truck to novel use, a major Japanese travel agency came up with the idea for a "mobile travel consultation vehicle." The firm outfitted the back of a large truck with a counter similar to those found at regular travel shops, giving customers the chance to talk face-to-face with professional travel agents. The interior is also fully equipped with racks for brochures, air-conditioning, and a 47-inch television that allows staff to conduct tour orientations and put on events using video footage.

The truck is sent to areas outside major cities that lack a walk-in travel agency to serve people who would otherwise not have the opportunity to experience the joys of travel. It also goes to event venues and other locations that attract crowds so that staff can answer questions and offer advice to those who may be thinking about taking a trip.

The Party That Goes to Its GuestsA wedding company has converted the back of a large truck into a mobile kitchen, making it easy to throw an unforgettable wedding reception at a golf course or any other venue chosen by the bride and groom. The truck comes complete with chefs and serving staff, and since it can also be mobilized to help people during natural disasters and other emergencies when local infrastructure has ceased to function, it has the potential to make an important contribution to society.

Yet another truck has been turned into a rolling investment brokerage where clients can complete applications to open brokerage accounts and commission transfers of stocks or investment trusts. The converted trailer is even equipped with an electronic ticker display.

The most important component for success in converted-truck businesses such as these is coming up with a good idea. It will be fascinating to see what new roads this trend ventures down in future. (February 2010)