Food truck revamp

Gettin’ Fresh introduces Roll Call to the food truck lineup.
Abbie Sterling introduced her revamped food truck concept in May. Photo by Teri Genovese

There is a new addition to the Grand Rapids food truck scene. Roll Call hit the streets for the first time in May. The truck offers “globally inspired handhelds.”

“We wanted to showcase different flavors and serve them in a way that is easy to eat without a fork and knife. We have different categories and will choose which items are on the roster each week,” said owner Abbie Sterling.

The categories include salad rolls, rolled quesadillas, burritos, keto rolls and dessert rolls.

Sterling formerly operated food truck Gettin’ Fresh. “I wanted to refresh the brand for many reasons,” she said. “First, I didn’t feel like we were sending a clear message about what we were serving. Some thought we were only serving healthy food and didn’t try our menu at all. Our focus has always been on real ingredients, house-made sauces, and serving fresh, not fried foods of all varieties. I wanted to rebrand with a clear concept so there was no confusion and to help us be more approachable.”

Sterling enlisted the help of GrandPR, a student-run integrated communications and public relations firm that is nationally affiliated through Grand Valley State University’s chapter of the Public Relations Student Society of America.

Roll Call offers handhelds including the Fattoush Roll. Photo by Teri Genovese

“They ran Facebook ads for me during the 2019 season and I was pleased with the results,” Sterling said. “Being a GVSU alumna, I thought it was pretty cool to work with the student firm from my alma mater. It’s such a great way for marketing students to learn what it looks like to work with an actual business.”

“This project has been a healthy learning experience for the members of the Gettin’ Fresh GrandPR team,” said Brady Mills, GrandPR. “We have really enjoyed learning the ins and outs of navigating Facebook advertising as well as being creative with our graphics and messaging about Roll Call’s menu and Roll Out event (which took place in May).”

Sterling said Gettin’ Fresh will remain as the parent company that handles all of the food truck and buffet style catering services. Roll Call by Gettin’ Fresh will be the “bolder brand that brings handhelds directly to the public via the food truck on a weekly basis.”

“We will continue to serve our Gettin’ Fresh food truck catering menu for weddings, grad parties and other private events,” she said.

You can find Roll Call most Wednesdays from 5:30-8:30 p.m. at the Fulton Street Farmers Market. Visit Roll Call’s Facebook page to find out where else the food truck will be each week.

This story can be found in the July/August 2021 issue of Grand Rapids Magazine. To get more stories like this delivered to your mailbox, subscribe here

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