We’ve all seen the shift — from shopping to eating out, holidays to events, people today aren’t just buying things, they’re investing in experiences. Welcome to the experience economy, where moments matter more than materials — and if you’re in the food and drink industry, this shift has never been more exciting.
At Catering Van Conversions, we’ve had front-row seats to this transformation. The demand for mobile catering vans has never been higher — and it’s not just because people want good food. It’s because they want memorable food experiences.
What exactly is the experience economy?
Put simply, it’s the idea that people value unique, immersive experiences more than products. Whether that’s sipping craft lager from a customised Land Rover after watching the latest series of Clarkson’s Farm or grabbing hot chocolate from a movie-themed van, the story and the setting matter just as much as the product.
And that’s where mobile catering businesses thrive.
Mobile catering brings the experience to the people
What makes food trucks, pop-up vans, and mobile bars so powerful is their mobility and atmosphere. They go where the action is — from weddings and music festivals to movie premieres and brand launches.
Take the Hawkstone Lager Land Rover Defender bar, for example. Built into a rugged off-road icon, this eye-catching bar doesn’t just serve beer — it brings the bold personality of the Hawkstone brand to life. It’s instantly shareable, visually stunning, completely unforgettable and directly on-brand. That’s brand storytelling in motion.
Or how about the Knoops hot chocolate truck, the Knoopsmobile? Complete with their premium hot chocolate served from a beautifully branded van that toured the UK, they also activated their Willy Wonka partnership with themed drinks and immersive experiences. It wasn’t just a drink, it was a moment of magic.
And then there’s Clipper Teas, who are taking their ethical tea message on the road with an exciting all electric VW ID Buzz van, inviting customers to pause, sip, and learn about organic tea in a calm and engaging space.
These are just three examples of how mobile setups can go far beyond food — creating authentic, emotional connections with customers.
Brand storytelling on wheels
People want to know the why behind what they’re buying — and a beautifully built catering van can help you show it.
We work with businesses to create vans that don’t just serve — they tell a story. From rustic coffee vans that evoke countryside charm to modern restaurant-standard food served from a converted low-loader, we make sure every vehicle reflects your brand’s identity down to the last detail.
And because mobile catering is visually driven, your van becomes a magnet for content. Every customer who posts a picture of your setup is spreading your brand, organically and authentically.
Why now is the time to roll into the experience economy
With more festivals, pop-up markets, brand activations and immersive events than ever before, this is the golden age for mobile hospitality. We’re seeing more start-ups, established food brands, and even national campaigns turning to mobile-first experiences. They’re flexible, scalable, and perfectly in tune with the way people want to eat, drink and interact.
And unlike bricks-and-mortar venues, you’re not tied to one location. You can go to your audience — and be exactly where the buzz is.
Final thoughts: It’s not just a van — it’s an experience
At Catering Van Conversions, we don’t just build vans — we help brands create experiences. Whether you want to serve lager from a Land Rover, hand out luxury hot chocolate across the country, or brew up cups of kindness from a eco-friendly tea van, we’ll help you design a vehicle that delivers more than just refreshments — it delivers a lasting impression.
👉 Get in touch with our team today to bring your brand to life on the road.