Lexus has taken an unexpected—and brilliant—step by presenting its new project on wheels: Omotenashi on-the-go, a high-end food truck that combines automotive design, Japanese hospitality, and signature gastronomy. With the capacity to serve more than 50 people, this mobile kitchen redefines luxury, bringing it to events, parks, and squares throughout Spain.
Omotenashi On-The-Go: this is Lexus’ Premium Food Truck
The name is no accident. Omotenashi is a Japanese term that translates to “hospitality without expecting anything in return”. Lexus has taken that philosophy and transformed it into a mobile gastronomic experience, bringing the spirit of the brand to the world of food trucks in Spain.
View this post on Instagram
For the premiere, the brand has partnered with Roberto Martínez Foronda, chef of Tripea, a Madrid restaurant known for its fusion cuisine between Asia, Peru, and Spain. A perfect tandem for a project that seeks to excite both the palate and the eye.
Automotive Design Applied to Gastronomy on Wheels
Visually, this luxury food truck does not go unnoticed. It is over six meters long, weighs two tons, and sports a black body with lines reminiscent of Lexus’ most emblematic models. It doesn’t look like a food truck: it looks like a concept car that serves gourmet dishes.
View this post on Instagram
The interior is designed as a high-end professional kitchen. It has complete equipment: powerful stoves, oven, griddle, advanced refrigeration, and ergonomic space so that a chef can work as if he were in his own restaurant. The goal is not only to cook well, but to offer a unique outdoor experience.
A New Benchmark in the Food Truck Market in Spain
Beyond the design, Lexus has created an atmosphere with attention to detail. The interior space combines noble materials such as wood, copper, and ceramics, and is illuminated by Iris lamps, a creation by German designer Sebastian Scherer, which adds warmth and sophistication to the environment.
With this move, Lexus is positioning itself as a brand that understands the present of gastronomy: haute cuisine on wheels, accessible, exciting, and designed for a demanding public that values both taste and experience.
Omotenashi on-the-go is not just a premium food truck. It is a declaration of intent. Lexus has shown that luxury can also be served on a plate, under the sky and on wheels.
Remember, if you are organizing an event and need to buy or rent a food truck, visit our website:
