Pretty impressive for a food truck to be considered one of LA’s best restaurants. Congrats, Kogi BBQ
We are so excited to see this much anticipated food truck movie. When filmmaker Jon Favreau wanted to learn the ins and outs of the industry, he enlisted Kogi’s own Roy Choi.
“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 spotlight this week is on Nestle USA’s Hot Pocket truck; the latest promotional food truck to hit the street to promote a product. The company partnered with food truck experts, Road Stoves, to brand, set up and staff a truck for the day-long event in Hollywood to showcase the changes made to the popular product and reach a young foodie market.
The re-launch of Hot Pockets with better ingredients (including two new types of crust) is aimed at a younger “millennial” clientele; a market that is known to have a strong connection to gourmet food trucks.
Indeed it is a market that is hard to reach with traditional marketing. Even social media marketing falls short at times with every major brand vying for attention on crowded social networks. Street marketing with food trucks is not just trendy, it also works. It is no wonder that brands like Microsoft, Fritolay, and ESPN have hit the streets with short-term food truck rentals for various promotions.
It’s getting even easier for any size company to rent a food truck for a day, week or month to start their own street campaign with the recent launch of FoodTruckRental.com. It’s also a great way for food truck owners to rent out food trucks directly and potentially make over $1000 for a single day’s rental.
While it seems like a big project to undertake, renting a food truck for a promotion is easier than one might think. Road Stoves had the Hot Pocket food truck designed, wrapped, stocked and ready to go in less than a week. Throw in Jeff Mauro from Food Network’s “Sandwich King” and this food truck marketing campaign was set to make its mark among L.A.’s street food aficionados.
If you aren’t ready to buy, why not rent?
A new site just launched where truck owners list their trucks for sale privately. It’s completely free to respond to ads directly so you cut out the middle man.
It’s a great starting place if you’re looking to get into the business: www.foodtruckrental.com
Check out Microsoft’s recently launched “Meet & Eat” ad campaign. Utilizing multiple food trucks throughout the country, Window’s OS mobile phones have a new marketing platform. Partnering with RoadStoves (www.roadstoves.com) for the food trucks, graphic wraps, and logistics, this new food truck advertising campaign brings the “gourmet street food” niche to a whole new level.
Advertising on Food Trucks has become big business. Fortune 500 companies such as Verizon, Frito-Lay, and gaming conglomerate NAMCO are just a few that have tossed their hats into the ring. Considered one of the most direct brand to consumer experiences, the onslaught of “gourmet” catering trucks with corporate branding have taken cities by storm.
At the helm of this trend is Los Angeles based RoadStoves. Food truck advertising has been a staple of their “soup to nuts” services since inception. With clients ranging from Frito-Lay to ESPN, branded food trucks have been seeing rolling city streets across the U.S. Advertising on food trucks, however, is not easy. The patchwork system of truck owners, truck leasing companies, commissaries, and different city, county, and state regulations make the service tricky. Additionally, operating a “corporate food truck” requires immense attention to brand management.
Looking ahead, the growth of the food truck industry throughout the U.S., Canada, and now slowly branching out to Europe and the Middle East is without question expanding the opportunities for advertising on food trucks. Whether seeking food trucks solutions through RoadStoves (www.roadstoves.com) or another service provider, be sure to review their client list, past corporate food truck launches, and strategy going forward to execute the “branded food truck” of you or your clients choice.
As far as “wrapping” catering trucks in corporate logos, typically the process involves simply applying a graphic vinyl (i.e. “3M” vinyl) over a period of a few days. Some damage to the underlying paint on the catering truck may occur, so when pricing out this service, be sure to quote the design, application, removal, and potential paint damage to the food truck. There are multiple “branding” companies, also check their client list and make sure they’re aware of the various permits on the food truck’s exterior that must remain visible and intact.
Finally, when staffing and executing a “corporate branded food truck”, be sure to inquire about the experience and backgrounds of the driver, cook, and brand ambassadors who will be representing the company being promoted via the “branded” food truck. This is the client’s “first and last” interaction via the food truck with their desired customers. Make sure the people with whom they interact properly represent the client.