Salt has just celebrated its first birthday and although seemingly late to the game, we recently enjoyed our very first visit to this food truck phenomenon.

Salt became the talk of the UAE last year with its clever social media campaign which adopted the hashtag #FindSalt. The concept involved a travelling food truck that would reveal its location via photographic posts on Instagram. Thus encouraging customers to come and find them at secret locations throughout the Emirates. This clever marketing strategy worked exceptionally well, because nothing liked this had been attempted in the region before and it created such a hype that people would literally queue for hours to indulge in their signature burgers