[Market Trends] Vol. 23 No. 6 Nov/Dec 2013 ww Food Truck Inspirations By Richard A. Keys, Contributing Editor Food trucks are the newest and hottest approach in the restaurant business right now. No matter where you are, these mobile restaurants are popping up out of nowhere to offer innovative, delicious and easy-access meal options any time of the day. These extremely versatile restaurants have everyone buzzing, and for good reason. Food truck fare used to be considered greasy or stale street food, but today these mobile restaurants are offering fresh, trendy, high-end gourmet meals. Mobile restaurants are the fastest-growing segment in the dining industry, growing 8.4% from 2007 to 2012. Food trucks have experienced exponential growth due to a variety of reasons. One of the biggest is the cheaper price for startup and overhead as compared to traditional restaurants. On average, a food truck startup is between $40,000 and $70,000, while the initial expense of a restaurant can cost upwards of $250,000. The significant price difference can be the breaking point for some business owners on whether they can afford to start a brick-and-mortar restaurant. Not only are food-truck startups cheaper than restaurants, their overhead fees and maintenance for day-to-day operations are drastically less than those of full-service restaurants. This leads to a lower financial risk that can be more appealing to food-loving entrepreneurs. For those who ultimately want to have a static location, successful food truck concepts can be easily turned into restaurants. Plus, the food will already have a loyal following, creating a strong customer base from the start. The food truck industry likely has taken off in the last couple of years due to Americans going back to their core values, including a strong sense of community and being more involved in their local environment. The new localism trend is a growing interest when it comes to local products, especially food. A lot of Americans are more health-conscious today, which includes focusing on where their food comes from and supporting the farm-to-table movement. Especially when it comes to quality, freshness and organic products, food advocates are excited to try and support just about anything that is local and healthy. Some of the greatest food trucks in America today are those that are producing innovative and creative foods. They also follow a unique business model that sets them apart from other food trucks and traditional dining options. The following mobile eateries are some of the top food-truck restaurants in America today: Red Hook Lobster Truck, New York (redhooklobster.com/ny-truck): This Maine to Brooklyn concept has been bringing fresh lobster to New Yorkers since 2010. Opened by husband and wife, Ralph Gorham and Susan Povich, the Red Hook Lobster Truck is now one of the best food trucks in America. Ralph drives up to Maine each week to haggle with lobstermen and hauls home the freshest catch for their dishes. Ralph handles every purchase personally and buys from only sustainably minded lobstermen. Their truck quickly grew in popularity and, within a year, Red Hook Lobster opened a picnic-style dining room, also located in New York. Their most-ordered menu option is the Lobster Roll. www.foodproductdesign.com Page 1 [Market Trends] Vol. 23 No. 6 Nov/Dec 2013 Kogi BBQ, Los Angeles (kogibbq.com): Now an L.A. street-food icon, Kogi BBQ opened in 2008 as a $2.00 Korean barbecue taco truck. Within a few short months, they became a staple of the city's lunch scene and a symbol of excellent food on a dime. One of their original menu items, the short rib taco, is now an L.A. classic. Since opening, the Kogi family has opened up counters in Culver City at Alibi Room and their first sit-down restaurant, Chego!, in Palms and Chinatown. Big Gay Ice Cream Truck, New York (biggayicecream.com): The Big Gay Ice Cream Truck began in the summer of 2009, as a short, seasonal experiment for founders Douglas Quint and Bryan Petroff. The menu combines traditional soft-serve ice cream with imaginative toppings, such as wasabi pea dust, vanilla wafers, cayenne pepper, spicy hot chocolate and several other unique options. Creativity is definitely at the foundation of this concept. The income they’ve earned from their first food truck has allowed them to open two Big Gay Ice Cream Shop locations in New York. East Side King, Austin, TX (eskaustin.com): If you’re a fan of television's Top Chef, you likely know the man behind East Side King: Paul Qui. The show's season nine winner and former executive chef at Austin’s Uchiko paired up with business partner Moto Utsonomiya to create an urban spin on Japanese food. East Side King has expanded from a single truck to three food trucks and one in-bar location. Their growth has also allowed them to offer catering services for special events. The Cinnamon Snail, New York (cinnamonsnail.com): This award-winning food truck is a beloved breakfast and lunchtime staple for many New Yorkers. The truck offers vegan and organic options and strives to serve food with a purpose—“to help you transform into a being of pure light who can serve all living creatures simultaneously and eternally.” The Cinnamon Snail won the 2012 Vendy Award and Mobile Cuisine magazine’s “America’s Favorite Vegetarian Food Truck.” Inspirations There are a few things that make these great food trucks stand out from other mobile restaurants, and even traditional restaurants. One main element that sets them apart is their innovative and creative menus, and their approaches to food. Food trucks are creating cuisine that is different from any other food options available. Since they have lower risk than traditional restaurants, they are able to experiment with unique menu options that many restaurants might not try because it’s a much bigger undertaking. These options are new and exciting to our taste buds and appetites. Instead of presenting the traditional flavors consumers have access to daily, these rolling restaurants offer diversity, making them a huge hit for all types of food lovers. In addition to the diversity on the plate, these food trucks also have a clear purpose for why they created their restaurant, and a special affinity for the local community. They are socially aware and know their target audience is, too. The best food trucks want to provide their guests with fresh, healthy and organic options that can sometimes be hard to find elsewhere. The most appealing food trucks are socially conscious companies. This community mindset is turning heads from traditional eateries to the creative, more exciting mobile options. We also noticed the most popular mobile eateries are extremely active on social media, constantly trying to connect with their existing and potential guests. Since they are constantly moving, social media is one of the best ways for food trucks to let their fans know where they will be each day. Since www.foodproductdesign.com Page 2 [Market Trends] Vol. 23 No. 6 Nov/Dec 2013 many food-truck entrepreneurs start off with a low budget, social media can give them a huge bang for their buck. They have now perfected the art of engaging with customers in real time, as well as creating great customer service through social media channels. Customers feel more important, knowing that they are talking directly to someone at the food truck. This kind of relationship helps to create loyal brand advocates. The most popular food trucks have set an example for the rest of the mobile eateries to follow, showing that building relationships with your guests can pay off big. Traditional restaurants have also jumped on the social media bandwagon and started using the food truck industry’s social media mindset to create their own social marketing strategies in an effort to create a more loyal following. Food trucks, rolling restaurants, mobile restaurants—whatever you want to call them—have swept the nation in full-force. If you’re a food-loving entrepreneur who has always wanted to open your own restaurant but haven’t been able to secure the funds, why not start out with a mobile version? This is the best time to start, especially if you have a unique product. Food manufacturers can follow the lead of the food truck craze by formulating products that are perceived as "natural" and "wholesome." One company that has used this strategy is Campbell’s Soup, Camden, NJ. The company's Homestyle soup line sends the consumer a “hot from mama’s kitchen” message by using no preservatives and "farm-grown vegetables." Food manufacturers can also look at their packaging design to tap into consumer demand for local, farm-fresh food. To give off a local, farm-to-table vibe, aim for simplicity. For example, look at Head Country Bar B-Q Sauces, manufactured by Head Country Food Products, Inc., Ponca City, OK. Although the company has grown tremendously, its simple package design still gives consumers that “county fair-winning” feel without seeming mass-produced. Richard A. Keys is an award-winning chef, a recognized food publicist and founder of Food and Drink Resources, Lone Tree, CO. He has spent more than two decades trotting around the globe exploring, working and playing in the world of food and drink. For the better part of his career as a culinary professional, Keys was involved in pioneering and introducing the benefits of sous vide cooking to kitchens of the world. Reach him at [email protected].