Ausin’ s FasesFood

By Paarth Bamb

The tantalizing aroma of sizzling burgers wafts through the air, mingling with the fragrant spices of exotic fusion cuisine. You’re standing in front of a vibrant and colorful food truck, eagerly anticipating your order. This is the world of food trucks, a culinary adventure that has taken the world, and especially the extravagant city of Austin, by storm.

Food trucks have contributed to Austin’s vast and unique culture in more ways than possible. Not only this, they’ve created thousands of jobs and opportunities for individuals who want to start their own businesses.

Damon Jones, the owner of Conscious Craving – a modern vegan food truck in Central East Austin – says that the blessing of owning a food truck chain came to him late in life, a decision he’s never regretted since then.

“Just looking at how vast and expansive the vegan and plant based market is here in Austin, I decided to go ahead and purchase a Conscious Cravings truck. So that’s what I did; purchase three trucks last year. So we’ve just been just kind of continuing to grow that brand,” Jones said.

The groundbreaking concept of food trucks dates all the way back to the late 1800s, when lunch wagons first began to appear in cities such as New York and Boston, catering to the needs and basic necessities of factory workers and other urban laborers. The first food truck 1872, when Walter Scott, a Providence, Rhode Island-based vendor, started selling sandwiches, coffee, pies, and other food from a horse-drawn wagon to workers in the city. However bland this may sound in today’s context, it was a revolutionary idea in the late 19th century, and has shaped the industry into what it is today. Scott’s business became so successful that he soon started hiring other vendors to work for him.

In the early 20th century, food trucks became increasingly popular in big cities worldwide, particularly during lunchtime, when office workers would gather round to enjoy a quick and easy meal. These early food trucks were often converted delivery trucks or trolleys, and had no employees or chefs other than the vehicle’s owner.

During the Great Depression, when America’s economy was in the proverbial toilet, food trucks became even more important. They were means of providing affordable meals to the many people who couldn’t afford to eat in restaurants. In the 1940s and 1950s, food trucks fully established themselves as an important part of American culture, with ice cream trucks, hot dog stands, and taco trucks becoming a common sight in the streets of major cities.

In the 1960s and 1970s, food trucks started to evolve, with new types of cuisine being introduced, such as Chinese and Indian food. The first taco truck, El Cholo, opened in Los Angeles in 1974 and quickly became a local sensation. During the 1980s and 1990s, food trucks started to become more specialized, with some vendors focusing on gourmet cuisine and others on ethnic foods. These food trucks are the first of the modern generation, shaping them into what they are today. During this time, the rise of food festivals and events helped to further popularize food trucks.

Today’s food trucks, however, are a far cry from their humble beginnings, offering everything from gourmet burgers and tacos to artisanal ice cream and vegan cuisine. One business which has been a part of Austin’s food truck scene since the beginning is Chi’lantro, a Korean-BBQ-inspired restaurant chain which is now opening up its tenth location in the Austin area. Peter Guerro, the store manager of a Chi’lantro location in

Mueller, said that he has seen the business grow into what it is today.

“I’ve been working at Chi’lantro since 2017, when I joined as a server. I’ve seen the business grow from just a few locations to several, I think it’s 10 now, around Austin,” Guerro said.

Chi’lantro (a clever combination of the words “kimchi”, a popular Korean fermented dish, and “cilantro”) started off as a food truck in 2010, when founder Jae Kim decided to and, I guess, food truck culture overall in Austin,” Guerro said.

Food trucks have become a ubiquitous part of the urban landscape in recent years, offering a diverse array of cuisines on the go. These mobile eateries have grown in popularity due to their convenience, affordability, and ability to provide high-quality, restaurant-style food in a casual, outdoor setting.

“Just working in a food truck has allowed me to really expand my you know, from the mundane of commercialized restaurants,” Hill said. pursue his passion for Korean cuisine and create this fusion restaurant chain with $30,000 dollars and several maxed-out credit cards. Chi’lantro appeared on ABC’s Shark Tank in 2017, and struck a deal with investor Barbara Corcoran. Since then, Chi’lantro has grown to several locations nationwide, with the majority of them calling Austin their home.

However, it’s a lot of work managing and executing orders around the kitchen.

“Just be prepared to work hard. Hard work always pays off,” Damon said. One of the unique features of food trucks is their ability to move from one location to another, allowing customers to experience different flavors and cultures without having to travel far. Many food truck operators are also active on social media, using platforms like Twitter and Instagram to announce their daily locations and menus, and to interact with their customers. Tipping is also a form of customer interaction which food trucks hardly come by because of their unconventional style of preparing and serving food.

“I can tell you that this area here that customers are phenomenal when it comes to tipping… I mean, it has a great community atmosphere around here. So and then a lot of it really comes down to just being nice to people,” Jones said.

“Just thinking about how much [Chi’lantro] has grown over the last couple of years really puts into perspective the food truck scene knowledge about the culinary world, you know, it’s an experience that you can’t get anywhere else,” Hill said. These trucks are just as appealing from the inside as the outside. Stephen Hill, an employee in one of Veracruz’s many food truck locations around Austin, appreciated the change from working in brick and mortar restaurants for most of his career.

“I’ve grown to appreciate nature more than I did before, working inside in the hot kitchen for the whole day. It’s a nice change,

Food trucks have also proven to be an excellent platform for emerging chefs and entrepreneurs to showcase their talents and test out new menu items before investing in a full-scale restaurant. This has helped to foster a culture of innovation and experimentation in the food industry, with many food truck operators pushing the boundaries of traditional cuisine and introducing new flavors and cooking techniques.

An example of such innovation can be seen in the ever-expanding menu of Conscious Cravings. Owner Damon Jones spoke with excitement when asked about the future of his beloved food truck.

“What we have done here recently, though, is we started incorporating a few new items. You know, we started doing like some, some loaded fries, we started…research and development for about a month working on some vegan dessert options. It’s called a lemon lush, which basically we started doing, it’s almost like a crumble crust. We’ve been working on a vegan, like a brownie ala mode…And then there’s also a chocolate pudding cake that we’ve been working on,” Jones elaborated.

However, the rise of food trucks has also sparked concerns about competition with brick-and-mortar restaurants, as well as issues related to food safety and licensing. Some cities have imposed strict regulations on food trucks, including requirements for health inspections, permits, and designated parking areas.

Despite these challenges, food trucks remain a beloved and vibrant part of the urban food scene, offering an exciting and accessible alternative to traditional dining. With their delicious food, creative menus, and friendly, communityoriented vibe, food trucks are sure to continue delighting taste buds and satisfying cravings for years to come.

“Just thinking about how much [Chi’lantro] has grown over the last couple of years really puts into perspective the food truck scene and, I guess, food truck culture overall in Austin,” Guerro said. Food trucks have become a ubiquitous part of the urban landscape in recent years, offering a diverse array of cuisines on the go. These mobile eateries have grown in popularity due to their convenience, affordability, and ability to provide high-quality, restaurant-style food in a casual, outdoor setting.

“Just working in a food truck has allowed me to really expand my knowledge about the culinary world, you know, it’s an experience that you can’t get anywhere else,” Hill said.

These trucks are just as appealing from the inside as the outside. Stephen Hill, an employee in one of Veracruz’s many food truck locations around Austin, appreciated the change from working in brick and mortar restaurants for most of his career.

“I’ve grown to appreciate nature more than I did before, working inside in the hot kitchen for the whole day. It’s a nice change, you know, from the mundane of commercialized restaurants,” Hill said. However, it’s a lot of work managing and executing orders around the kitchen.

“Just be prepared to work hard. Hard work always pays off,” Damon said.

One of the unique features of food trucks is their ability to move from one location to another, allowing customers to experience different flavors and cultures without having to travel far. Many food truck operators are also active on social media, using platforms like Twitter and Instagram to announce their daily locations and menus, and to interact with their customers. Tipping is also a form of customer interaction which food trucks hardly come by because of their unconventional style of preparing and serving food.

“I can tell you that this area here that customers are phenomenal when it comes to tipping… I mean, it has a great community atmosphere around here. So and then a lot of it really comes down to just being nice to people,” Jones said.

Food trucks have also proven to be an excellent platform for emerging chefs and entrepreneurs to showcase their talents and test out new menu items before investing in a full-scale restaurant. This has helped to foster a culture of innovation and experimentation in the food industry, with many food truck operators pushing the boundaries of traditional cuisine and introducing new flavors and cooking techniques.

An example of such innovation can be seen in the ever-expanding menu of Conscious Cravings. Owner Damon Jones spoke with excitement when asked about the future of his beloved food truck.

“What we have done here recently, though, is we started incorporating a few new items. You know, we started doing like some, some loaded fries, we started…research and development for about a month working on some vegan dessert options. It’s called a lemon lush, which basically we started doing, it’s almost like a crumble crust. We’ve been working on a vegan, like a brownie ala mode…And then there’s also a chocolate pudding cake that we’ve been working on,” Jones elaborated.

However, the rise of food trucks has also sparked concerns about competition with brick-and-mortar restaurants, as well as issues related to food safety and licensing. Some cities have imposed strict regulations on food trucks, including requirements for health inspections, permits, and designated parking areas.

Despite these challenges, food trucks remain a beloved and vibrant part of the urban food scene, offering an exciting and accessible alternative to traditional dining. With their delicious food, creative menus, and friendly, communityoriented vibe, food trucks are sure to continue delighting taste buds and satisfying cravings for years to come.