US-based Mason’s Famous Lobster Rolls has launched its first-ever food truck as the seafood fast-casual chain looks to expand brand visibility and explore flexible growth formats beyond its traditional restaurants.
The new mobile unit, operating from Rehoboth Beach, Delaware, will serve customers across Sussex County, Delaware and Ocean City, Maryland.
Founded in Annapolis, Maryland in 2014 by restaurateur and seafood industry veteran Dan Beck, the brand specializes in authentic Maine-style lobster rolls made with lobster sourced directly from Maine waters. Mason’s has built its identity around simple New England-style recipes, offering classic chilled lobster rolls with mayo and lemon butter, Connecticut-style warm buttered rolls, lobster bisque, clam chowder and crab rolls.
The company said the food truck will function both as a mobile sales channel and a marketing platform to introduce the brand into new communities and support franchise development efforts. The truck will attend local events, festivals and catering engagements across the Eastern Shore region.
“Mason’s has been welcomed into cities across the country through our brick-and-mortar locations, but we’re excited to be using food trucks, starting on Delaware’s Eastern Shore, to introduce the brand to new communities, building brand awareness and franchise demand,” said Dan Beck, Founder and CEO of Mason’s Famous Lobster Rolls, in the company’s press release. “This evolution will complement our traditional stores by helping us identify new opportunities for growth with added flexibility.”
Beck added that the company sees the food truck as a test platform for future expansion into mobile formats and alternative franchise models. “This food truck marks our first foray into the format, serving as a test to understand how it performs for the brand before pursuing broader expansion,” he said. “Beyond flexibility, we’re excited to see if this could be a lower cost-of-entry opportunity for people to join the Mason’s franchise family.”
Mason’s Famous Lobster Rolls describes itself as the largest brick-and-mortar lobster roll chain in the United States. The company currently operates 35 locations across the US and has expanded internationally with stores in Italy and the Middle East. The brand began franchising in 2016 and continues to position itself within the growing fast-casual seafood segment.
The company has recently accelerated international growth efforts. In 2024, Mason’s entered Europe with its first Milan location, where the company introduced localized menu offerings while continuing to use Maine-sourced lobster.
