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| Do the trucks sell 2 for 1 Razztini's? |
Is nothing sacred in the culinary world anymore. Over the past few years the masters of marketing have bastardized the world of food culture in the most insane ways. By claiming fast foods joints have artisan bakers baking bread, to adding sea salt to their french fries - they have duped the populous when it comes to real food. But, now they have crossed a line.
Welcome to the world of Big Retail food trucks. Jack in the Box seemed to have started this back in March and several have followed like the Applebee's, where it's mobile truck was spotted in Denver last week. An Applebee's food truck, are you shitting me? About 5 years ago a few chefs that didn't have the capital for creating a brick and mortar restaurant got the great idea of buying inexpensive used roach coach mobiles. They began churning out culinary creations that would rival any ethnic Grandmother's favorite recipes, BBQ joint, bakery, coffee house and even a highly rated 4-5 star restaurant. This in actuality has been one of the best Culinary creations I have seen in my 20+ years as a culinary professional or in my 46 years on this earth for that fact. I have eaten food trucks from L.A. to Boston and from Denver to Chicago, and I can tell you these guys and gals are for real and they bring a passion and skill that inspires us to leave our comfortable unfulfilled jobs or careers with very little capital and live the dream. Like all great ideas, food trucks are in jeopardy of losing what makes them special.
Welcome to the world of Big Retail food trucks. Jack in the Box seemed to have started this back in March and several have followed like the Applebee's, where it's mobile truck was spotted in Denver last week. An Applebee's food truck, are you shitting me? About 5 years ago a few chefs that didn't have the capital for creating a brick and mortar restaurant got the great idea of buying inexpensive used roach coach mobiles. They began churning out culinary creations that would rival any ethnic Grandmother's favorite recipes, BBQ joint, bakery, coffee house and even a highly rated 4-5 star restaurant. This in actuality has been one of the best Culinary creations I have seen in my 20+ years as a culinary professional or in my 46 years on this earth for that fact. I have eaten food trucks from L.A. to Boston and from Denver to Chicago, and I can tell you these guys and gals are for real and they bring a passion and skill that inspires us to leave our comfortable unfulfilled jobs or careers with very little capital and live the dream. Like all great ideas, food trucks are in jeopardy of losing what makes them special.
So, for all of you Senior VP's of marketing that are reading this, and I know you read blogs to really understand what goes on the" underbelly of the cool world." Please, leave this one alone. Go find your own great idea that really identifies with your brand.
I'm sorry Applebee's - you can put your concept on four wheels but it's still an Applebee's.
I'm sorry Applebee's - you can put your concept on four wheels but it's still an Applebee's.
