Food Trucks: The Revolution



Studebaker turned "Chuckwagon"...Thank you Mr. Goodnight!

Food trucks have a history that goes back further than you may have ever imagined. Back before there were even trucks as we know them today. In 1866, Texas rancher Charles Goodnight created the very first food truck out of an army surplus wagon, called a Studebaker, and turned it into a kitchen on wheels. It contained all the necessary shelves and compartments carrying pots, utensils, and condiments. It even had a hinged table that would flip out, allowing the cook to prepare and serve the food. Because the word “chuck” was slang for good, heartwarming food, those cattlemen called it the chuckwagon.

Although the food truck has been around for many years, serving those blue-collared workers on the jobsite, there has been a recent explosion in the food truck industry. Since those days of the simple “chuckwagon,” the food truck has evolved to serve many different cuisines and gourmet foods. The truck itself has also evolved in its material culture, going from a simple vehicle used strictly for work purposes, to a mobile canvass covered in artwork expressing the uniqueness of each individual truck.  Each truck is now a symbol of more than just food, but of a consumer experience eating something exclusive and exciting out of the back of a truck.  The food truck craze has caught the attention, (and stomachs) of people all across the world, and spots like those pictured below, like the North Austin Trailer Yard and those in south Austin, are becoming a symbol of the growing culture and how it is spreading so rapidly.  The food truck has definitely evolved its own culture, gathering popularity among people from all walks of life.

North Austin Trailer Yard, where they have a little bit for everyone...and a cool dinosaur.

It's Not A Restaurant

Diners inside Guero's Taco Bar on
South Congress

Food trucks on South Congress

 Modern food truck cuisine is sweeping the nation, specifically Austin. But, with every trend, there are some things that you may be giving up to satisfy the cool and hip factor that food trucks offer. It is easy to see that the experience is completely different. As people know and recognize, restaurants want the diner to experience quality food with even better service. To contribute, at a restaurant there is definitely seating inside, and sometimes the option of seating outside. Seated at the table you have drinks brought by the server, silverware, and individual menus with a variety of different foods. Economically, restaurants are known to be a little steeper in price. In restaurants you tip servers and pay usually for groups of things together. The basics for food trucks contrast. Food trucks still want the diner to have quality food, but the other half of the experience is the interesting, irreplaceable sensation of eating food from a sometimes mobile and sometimes stationary vehicle. Food trucks, usually in clusters, offer specific cuisines at each different spot For example, at South Congress’ food truck park, there are all types of food from American, to Asian, and even to German. Plus, dessert trucks are not forgotten! Individually, the menus are limited, but collectively there are multiple options and variety. At these spots, there aren’t limited tables to certain food trucks, but all are up for grabs, no servers necessary. The most interesting of the contrasts though is the economic factor. A plus and a negative economically to food trucks is that you buy items separately and possibly from multiple carts and trucks. There are many aspects to weigh when deciding between dining at a food truck or a restaurant, but in the end it is up to the individual diner.

Happy food truck diner at Gourdogh's

Location, Location, Location

       

        Local culture also has a large effect on where food trucks are successful. In Portland Oregon 51% of the cities food truck operators were born outside of the US. The immigrant friendly culture of some cities seems to encourage the ethnic fusion of culinary blends that food truck customers crave. Since many immigrants have traditionally initially settled on the coasts, there we find a great deal of food truck success.

Food trucks have proliferated in college towns and urban areas, feeding the young hungry masses of busy people, and now food trucks are being associated with this hip active culture. The symbol of the food truck has shifted away from that of a job site "roach coach," and has become more apart of the youth and young professional culture.

Additionally,  In many of the cities with very successful food truck cultures there has been an evolution of cultural norms that now support the idea of spending money at local businesses, and because of this, food trucks are quickly becoming an alternative to the large corporate fast-food chains. This is evident in the fact that “54 percent of food truck customers said they would have bought their meal at a quick service restaurant if food trucks were not an option.” From what we are able to gather, it seems that the food truck city trifecta is a city that is immigrant friendly, active, and emphasizes support of local businesses. Furthermore, now that the symbol of the food truck has evolved and the cultural norms surrounding these successful mobile establishments have shifted along with it, we should expect food trucks to continue to proliferate across the country. 

Spread the Word

Most food trucks advertise their social networking sites on the truck itself!

To completely understand the food truck craze, it is important to go behind the scenes and understand the immense cultural changes that have occurred over the last century. Of course these mystical machines that produce gourmet street food are and have been appealing to the active, on the go lifestyle. But how did the concept reach the masses and keep their attention? The answer is found in the nonmaterial culture of our society - technology. Social networking sites such as Twitter and Facebook have kept food trucks current on the scene and are one of their major marketing resources. Without this important culture change involving technology updates, food trucks would surely not be where they are now. Since food trucks are known for their mobility, it is important that they keep potential customers aware of their location. This is the kind of basic information they post on social networks along with their current menu. But, it goes beyond simply informing the customer. They make interaction available and engage customers by replying to comments and re-tweeting. This is breaking the norms of interactions within the hospitality industry because you are no longer just communicating with a waiter - you can actually interact with the owner/server/cook all at one time! And the opportunity to create relationships with them through social media is available. The way that they present their information is also intriguing because they post videos and pictures, enticing the customer to come try their delicious cupcakes or Korean barbecue.

An example of a site made exclusively to track food trucks

It is not surprise that social networks have made such a difference in the food truck industry because food trucks are known for their creativity and fun personalities, which they can convey to everyone through these sites. Other forms of material culture such as television have also made the craze more relevant with TV shows such as The Great Food Truck Race, in which there are different food truck teams (all different cuisines) competing each other for popularity and profits on a race across the country (watch the trailer). As we can see, the success of the food food truck relies heavily on their ability to actively engage their customer base through social media in addition to their growing exposure on television and more traditional media.