Lion’s Choice, the St. Louis-based quick-service restaurant chain, recently unveiled the company’s first food truck. Dubbed “The Lean Roast Beef Machine,” the 29-foot, custom-built truck has taken to the streets, serving the chain’s famous roast beef sandwiches, natural-cut fries and flavor burst custard at locations throughout the St. Louis metropolitan area.
“For 50 years our loyal customers have been coming to us, and now we’re hitting the road to come to them,” says Mike Kupstas, CEO of Lion’s Choice. “Creating the ‘Lean Roast Beef Machine’ is something our customers have been asking for, and we’re excited to bring our friendly service, legendary roast beef, fries and signature soft-serve custard to locations all over St. Louis.”
The truck makes frequent stops at several popular food-truck locations locally during the workweek and is available for corporate and private functions.
For those customers visiting any of Lion’s Choice’s 25 locations, a new limited-time-only sandwich is now available. The Butcher Block sandwich combines Lion’s Choice’s famous roast beef, hickory smoked ham and oven roasted turkey stacked high on a brioche bun with Swiss cheese, honey horseradish sauce and romaine lettuce.
“While we are best known for our roast beef sandwiches, customers also have come to love our ham and turkey sandwiches,” Kupstas said. “The Butcher Block is a great way to experience all three of our quality meats with one satisfying sandwich. It’s the perfect solution for those customers who can’t decide which sandwich to choose, and the honey horseradish provides a perfect little kick.”
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