Dive Brief:

  • After a debut last year that kept its wheels rolling mostly in Seattle, Amazon is expanding its “Treasure Truck” retail popup to other cities nationwide, according to a video posted last week to Amazon’s YouTube channel.

  • The trucks are packed with curated selections of food and merchandise, including meal kits, snacks, gadgets, electronics and apparel, including some items local to the place where a truck is parked on a given day. Customers can text “truck” to 24193 to find out when the truck is in their area and what “treasure” is on board, according to Amazon’s website.

  • The e-commerce giant’s Treasure Truck patent, first filed in 2015, was granted earlier this year, according to Verge.

Dive Insight:

In the past decade or so, pop-up retail has been honed to a…