We are so excited to see this much anticipated food truck movie. Congrats to Roy Choi for teaching filmmaker Jon Favreau how food trucks are done! #authentic
“Jon Favreau’s wonderfully entertaining return to independent filmmaking works beautifully as our 2014 opening-night film, with his sharp and funny take on the world of food, artistry, and family in the age of social media,” said head of SXSW Film, Janet Pierson.
As the food truck culture further expands into the world of books, we will endeavour to bring to you some of our picks for the best in food truck literature. Found your own favorite food truck book? Send us a note and we may feature it next time! Happy reading everyone.
It’s the best of street food: bold, delicious, surprising, over-the-top goodness to eat on the run. And the best part is now you can make it at home. Obsessively researched by food authority John T. Edge, The Truck Food Cookbook delivers 150 recipes from America’s best restaurants on wheels, from L.A. and New York to the truck food scenes in Portland, Austin, Minneapolis, and more.
Los Angeles: A patchwork megalopolis defined by its unlikely cultural collisions; the city that raised and shaped Roy Choi, the boundary-breaking chef who decided to leave behind fine dining to feed the city he loved—and, with the creation of the Korean taco, reinvented street food along the way.
Abounding with both the food and the stories that gave rise to Choi’s inspired cooking, L.A. Son takes us through the neighborhoods and streets most tourists never see, from the hidden casinos where gamblers slurp fragrant bowls of pho to Downtown’s Jewelry District, where a ten-year-old Choi wolfed down Jewish deli classics between diamond deliveries; from the kitchen of his parents’ Korean restaurant and his mother’s pungent kimchi to the boulevards of East L.A. and the best taquerias in the country, to, at last, the curbside view from one of his emblematic Kogi taco trucks, where people from all walks of life line up for a revolutionary meal.
From a beat-up postal van turned food truck, Coolhaus has rocketed to a national brand. Yahoo! called it “the best ice cream in America.” The inventive sandwiches, named after famous architects, are sold in supermarkets across the country, as well as from trucks in Los Angeles, New York, Austin, and Dallas. Coolhaus has drawn accolades from the New York Times, Every Day with Rachael Ray, Time, and Good Morning America, to name a few, and from such celebrities as Will Ferrell, Jimmy Kimmel, and Alex Guarnaschelli.
Now the owners part with the recipes for their coolest creations, like the BuckMINTster Fuller (Dirty Mint Chip Ice Cream with Chocolate Chip Cookies) and the Frank Behry (Strawberry Gelato with Snickerdoodles). Daring flavors range from classic (Cookies and Sweet Cream), to boozy (Bourbon Manhattan), to vegan (Lychee Martini), and even savory (Fried Chicken and Waffle).
Containing amazing recipes from L.A.’s Top Chefs. Proceeds Benefiting St. Vincent Meals on Wheels.
On-going charitable food truck raises money to provide meals to homebound seniors and below poverty families. We provide the turn-key solution and facilitate guest chefs from premier Los Angeles restaurants to donate food and staff each week. Participants include Nobu, Comme Ca, The Little Door, Animal, The Foundry, Dominick’s, along with corporate sponsors Lexis, Fiji, and POM. Its overwhelming success led to a COOK BOOK
For food truck rentals in your area, check out FoodTruckRental.com.
Just ask Netflix. The company recently promoted their acclaimed show “House of Cards” for Emmy consideration with a free lunch from a gourmet food truck for any eligible voter. As a clever tie-in to the show, the truck masqueraded as Freddy’s BBQ, a fictional barbeque restaurant frequented by the character Frank Underwood, played by Kevin Spacey. The House of Cards food truck was not only a great success it is also an example of food truck advertising done right.
While not the first show to use a food truck promotion (HBO’s “Dexter” once used an ice cream truck and Netflix also previously set up frozen banana stands to promote Arrested Development), this particular food truck went the extra mile to impress. “I appreciate your vote,” adorned the rented food truck, custom designed by food truck industry leaders, Roadstoves, along with menacing images of Underwood and his wife, played by Robin Wright. They didn’t skimp on the fare, either, offering ribs from the Rollin’ Rib BBQ food truck and were said to have even made the occasional home delivery to certain voters.
Most importantly, the promotional food truck, along with other marketing efforts, resulted in nine nominations overall. “House of Cards” also made Emmy Award history, for being the first digitally distributed series to earn a major nomination. Not bad for a 10 day food truck rental and a little bit of marketing know-how.
But did Netflix’ campaigning go too far with their food truck promo stunt? The TV academy currently has no rules or limitations in place. And even if it did, it is probably best answered by Robin Wright’s character on the show, Claire Underwood, “my husband doesn’t apologize, not even to me.”
Be sure to catch The 65th Primetime Emmy® Awards this Sunday and see how they fare.
Congratulations to “House of Cards” and David Fincher for the Best Directing win at the Emmys!
“House of Cards” also won for Casting and Cinematography at the Creative Arts Emmys.
Petaluma Poultry Co is the latest company to take to the streets to promote their product with their “Support your local chicken” food truck campaign at the 39th Solano Ave Stroll event in San Francisco.
The one day event has been called the “oldest and largest street festival in the San Francisco bay area” and Petaluma was one of 50 official vendors as well as a key sponsor for the 2013 event. The Solano Stroll attracts thousands of guests from within California as well as surrounding states to a two mile stretch in Berkeley, California.
Their efforts were not in vain, as they served over 2000 people in a single afternoon from a well-branded, custom designed rented food truck. Offering their very own organic chicken sandwiches on King’s Hawaiian buns with original BBQ sauce and deep fried chicken wings with homemade dipping sauces, the campaign was short but effective.
In recent years the event has embraced gourmet food trucks, making the addition of the Petaluma promotional food truck seamless. Indeed, it was no small feat. Advertising on food trucks can be a time-consuming project with much to consider, including: cost of rental, permits, design fees and installation, training and staffing, catering and various legal concerns.
To maximize ROI, the 40 year old organic poultry company turned to Roadstoves, another company with decades of experience. Roadstoves provided the truck, graphics (design and installation), staff, and training for the Petaluma promo as they have done in the past for various corporate food truck promotions.
Congratulations to Petaluma on their successful food truck promotion!
The birthplace of the food truck, Los Angeles enjoys some of the country’s best and most popular restaurants – directly on its city streets. The food phenom started in 2009, when independent mobile food traders increased the range of food on offer through their trucks. It suddenly became fashionable and fun to find favoured food trucks, bringing a new culture – not to mention a huge variety of cuisine – to the streets of Los Angeles. People started to ditch traditional restaurants, instead embarking on an exciting journey to locate their favourite truck or, indeed, to find new ones.
However, as the food truck culture grew, peoples’ patience in finding trucks faded. As tastes developed, customers became loyal, wanting to buy lunch from their favorite truck on a more regular basis. That was the problem with food trucks; they were often hard to locate. This problem opened up a whole new market that needed to be filled; food truck companies and technology companies alike saw a golden opportunity for the creation of a mobile app that could pinpoint the exact location in real time of a network of food trucks.
Step up Roadstoves. The colourful food truck company was, and still is, Los Angeles’ most well-known and popular networks of food trucks. With infamous trucks such as Baby’s Badass Burgers and B Sweet Mobile, Roadstoves’ fun and quirky fleet offered fans a huge variety of cuisine to choose from. In 2010, Roadstoves launched an industry first. Its app used GPS to locate almost every single one of its fleet of food trucks and was an instant hit among users. It gained a permanent place on the home screens of many-a-smartphone.
An influx of other food truck apps started to crop up after the success of Roadstoves GPS and the craze continued into the mainstream. Many of the city’s chain restaurants opened their own food truck locators. Burger King and Ben & Jerry’s Ice Cream each developed apps that located their string of mobile outlets.
By 2011, the Los Angeles food truck culture had spread nationally and other cities such as New York, Chicago and Seattle each developed their own mobile food scene.
However, despite this national craze and an influx of new copycat apps (and there is no doubt that the market is fairly saturated with them), Roadstoves remains the one app that has continued to deliver consistently. While its GPS function is on a temporary “sabbatical”, it’s Twitter aggregation and detailed menus still reign surpreme.
Roadstoves itself has grown exponentially in the last two years. Since 2010, its fleet has increased to include trucks serving curry, donuts, burgers, grilled cheese and Italian to name a few… every truck has its own distinct and fun brand. For the “foodie” culture, it’s nice to have their locations and menu selections at the touch of one finger.
Making it long term
Since Roadstoves started this culture craze with its first launch of the infamous Kogi truck, their app is just an extension of their goal in making this movement last. City authorities were quick to recognise the trend long ago when they imposed an ordinance that required LA’s 9,500 food trucks to adhere to strict health regulations. This, for a while, discouraged new vendors to start business; the cost of specialist health and truck insurance, coupled with vending permits, depots, staff costs and truck maintenance was enough to put some people off. However, the public hype that was created by companies like Roadstoves, and the sense of fun it created with its tracking app, seems to have paid off. While necessities like insurance (many insurance companies now offer competitive deals for food truckers) and health standards cannot be ignored, the industry has continued to grow. Setting up a food truck might be a challenge but, thanks to Roadstoves GPS, finding one isn’t.