By Ray Birch
ALLEN, Texas—How does a credit union become so popular within its communities that homeowners associations invite the co-operative to their block parties?
By introducing a food truck. Or at least that’s been the case for Credit Union of Texas, which has found itself “in demand” during the pandemic with a branded food truck that serves free meals on the go, raises awareness of the CU, supports local neighborhoods and also reaches out to the homeless.
“The food truck is doing very well. We have become well-known within our communities,” said Jennifer Olvera, chief engagement officer. “In fact, we just got invited to two more HOA events.”
The $1.7-billion CU said it is satisfied with its decision to retool its approach to community outreach, as the food truck has replaced its prior outreach practices, which involved showing up at a local event, setting up tables, and shaking hands.
Olvera said the food truck, called the Community Grill, allows Credit Union of Texas to be more nimble, reach more people with its outreach efforts, and to do so in an enjoyable way.
“The food truck is fun. People like it. We have music playing, it’s just a good time and it is spreading our name throughout the neighborhoods we serve,” said Olvera.
Olvera said the new approach to community outreach costs about the same as running standard PR events, with the biggest cost being the truck itself.
Credit Union of Texas had been considering the food truck, which serves a rotating menu of community favorites—such as American and Mexican cuisine—before the pandemic arrived. But when social distancing and fear of being inside became the norm, the credit union pulled the trigger on the project.
“What we are exchanging, going away from, is giving away promo items and other giveaways,” said Olvera. “Now we're actually giving out food to people. It's a different experience. We’re moving to a more fun, interactive event.”
Staffed by CU Employees
The Community Grill, staffed by eight members of CUTX’s community engagement team who have received food safety certifications, has served up to 500 people at one event. Olvera said the truck is capable of serving 1,000. Two local restaurants that also have food trucks stepped in to show the credit union team how to run the truck.
“We have a big event coming up within the city of Wylie,” Olvera said. “We will be the only financial institution serving food there. In fact, I don’t know of another bank or credit union in this area that has a food truck. This is going to be a big event, and we expect to serve 1,000 people.”
In addition to spreading awareness of Credit Union of Texas, the food truck is supporting the homeless.
“We support an organization called Streetside Showers,” said Olvera, referring to a local nonprofit that provides mobile hot showers and personal hygiene care to the homeless. “We began supporting the homeless population about two years ago and saw the need to provide people with showers. But there is the constant need to provide food for them, as well.”
The food truck is also strengthening the credit union’s ties with local schools.
“We support 17 different school districts and we thought it would actually be cool to go out to school events and partner with the kids’ culinary programs,” she said.
More Invitations
As word about the Community Grill has spread, so have the invitations, Olvera told CUToday.info. CUTX has already been invited to several local Fourth of July celebrations, and local community leaders and high schools students have volunteered to put on an apron and cook inside the Community Grill.
Olvera said the new approach to public relations allows staff to be “truly engaged in the experience. Instead of just going in and donating food and supplies to help different organizations, this allows a true experience for employees that they can embrace.”
The Community Grill is also meeting people’s need for interaction in a safe way, noted Olvera.
“People don't go out much and they need some entertainment that comes to them. They want some interaction with others and the Community Grill has been giving them that,” she said. “We’re helping the less fortunate, we’re reaching more people, we’re spreading the word about Credit Union of Texas, and we’re having a blast.”
