HISTORY OF THE FOOD TRUCKS (…and things you always wanted to know about them)
CONTENTS CHAPTER
PAGE
EDITOR’S NOTE
3
WHAT DO YOU KNOW ABOUT FOOD TRUCKS?
5
FOOD TRUCK TIME LINE
6
FACTS & TRENDS
8
TYPICAL FOOD TRUCK MENU (SAMPLE)
11
FAMOUS FOOD TRUCKS AROUND THE WORLD
12
SUMMARY
14
LIST OF RESOURCES
15
EDITOR
LAURA PATRICIA GOLLER
IFT student at Hotelschool The Hague on the The Hague Campus 24-year-old arab-hungarian a real adventure seeker, coffee addict foodie, sports addict, traveller, bookworm, fashionista, very determined
‘S NOTE This report aims to give you an insight on the history of the food trucks. The rolling establishments have become a global trend recently, mostly among millennials since the recession in 2008. The industry is currently blooming. Not only in the USA, but worldwide. The street food culture, also referred to as ‘ethnic street food’ is something different from what we know, something unusual, something new, thus something traditional. A type of fast food, yet fresh and tasty. Sometimes also gourmet. It is part of a nation’s heartbeat and one of the best ways to get to know another culture’s cuisine. It is as exciting as meeting new people. Street food. Food truck. Imbiss. Whatever you call it, wherever you get it, it is perfect when you are on the go, on your lunch break, between two meetings or before your appointment to the hairdressers’. Also, if you are on a festival, a fair it is a must to have something from the barbecue or melted cheese truck. The importance of sustainability is also to emphasize! Keep in mind to dispose your waste smart and be a voice of environmental protection and health, especially in such hard times, when the world is facing a global pandemic. Less waste, less harm, happier world.
DEAR FELLOW TRAVELLERS, FASTEN YOUR SEATBELTS AND ENJOY THE RIDE!
2
WHAT
DO YOU KNOW ABOUT FOOD TRUCKS? DID YOU KNOW THAT BEFORE THE 1950S ICE CREAM BOUGHT FROM FOOD TRUCKS AT FAIRS WAS KILLING PEOPLE? (go to page 7 to find out why)
MID 1800s
T R U CK T I M E L I N E
Chuck wagons were invented by Charles Goodnight, an American cattle rancher, who wanted to make the lives of many cattlemen on the prairie easier by feeding them from a wagon, which had every tool to prepare, cook and serve meals. This type of wagon design – which was actually a modified army wagon – quickly made its way to the urban areas of the U.S. around the 1890s. The first hot-dog wagons appeared during the end of the 19th century and were mostly located in front of student dorms or big plants. (ibid)
ANCIENT GREEK TIMES the predecessor of the first push carts date back to the ancient Greek times. These wheeled means of transportation were used by vendors to sell exotic fruits, vegetables and treats to those who were able allow such expenditures (wealthy citizens). It was literally a moving marketplace. This type of sales method was later implemented in thew Roman Empire as well as in the medieval period. (TruckedUpCatering.Com; FTH; Hallman)
1600s and 1700s The so called "pushcarts" served as a mobile restaurant and market, offering seafood, fruits, vegetables and ethnic dishes. The first pushcarts originated in the urban areas of New York City, Chicago and Boston and were brought in by Dutch settlers. These pushcarts were also used to feed the bluecollar workers during lunchtime for a small amount of money. (ibid)
1917 The invention of automobiles pushed the mobile food industry forward as well. The first mobile canteens, which resemble the modern food trucks, appeared during WW1. The re-designed truck-like vehicles were used to warm up the canned food then serve to the troops in Army bases. This idea spread quickly worldwide, even the Vietnamese Army used similar trucks to feed the soldiers during war time. These mobile canteens are considered as the prototype of today’s modern food trucks. (ibid)
1950s till 1990s
2008 TO NOWADAYS
After the pasteurisation of milk in the beginning of the 1990s, the first ice cream trucks were introduced to the market. Thanks to this and to the invention of cooling boxes, eating ice cream - which contained milk as main ingredient – became safe. In the decades before, people who ate ice cream often became ill or even died. What was the reason for that? Milk was not properly cooled down and stored, which led to the quick expiration of it.
One cause of the recession was, that many people lost their jobs and had to come up with a Plan B in order to survive and be financially stable again. This is how the idea of KOGI, the combination of Korean BBQ and Mexican food in the U.S. was born. The founders took advantage of the developing digitalisation and were approaching bloggers and some celebrities to promote their Asian cuisine infused tacos. (ibid)
In the 1970s the first “Taco Truck” was rolling on the streets of Los Angeles. It became very popular and expanded through the county. During this period people started to call these trucks “roach coaches” – word play with the name of the cockroach – mostly because of the missing hygiene and cleanliness. (ibid)
Early 2000s In order to make food trucks popular again, several laws and regulations in the U.S. were made, which made sure that the food the consumers buy comes from an approved, hygienic and safe environment. To promote the food truck culture food truck awards were announced, where the best rated trucks won prizes and gained reputation. The early 2000s-era was the beginning of the spread of the worldwide popularity of food trucks. (ibid)
The worldwide popularity of the food truck culture is rising since the beginning of the 21st century. According to IBISWorld the average industry growth in the U.S. from 2015 to 2020 was 7.5 % and was ranked as one of the best performing segments in the sector of food service with an estimated 24,602 pieces of food trucks in the States alone. (IBISWorld.com, 2020) Many laws, regulations, associations, protective measures were made to support food truck owners and the community, mostly in the U.S., but in Europe as well. (ibid)
MILLENIALS
(who else?)
It has been a trend for the past few years among millennials to promote any type of product they like – mostly on social media. This also applies to the food truck industry, especially because according to BigThink the millennials are the “food truck generation”, as they are seeking a connection to other ethnicities and are more interested to explore new or unknown things. (BigThink.Com, 2016) In 2016 47 % of people aged between 18 and 34 years were consuming food from these mobile restaurants. (ibid) The food truck industry adapted quickly to suit the needs and wants of the younger generations, as opposed to the older generation, who still refer to food trucks as “roach coaches” due to their bad reputation in hygienic and health issues from the mid 1950s. BigThink summed perfectly why millennials like the food truck culture as follows:
“(food trucks) with their DIY sensibility and appealing sort of grubbiness, cater to younger folks who have come to search for ‘authenticity’ in their brands”
FACTS & TRENDS LIFE IN PLASTIC, IS IT REALLY FANTASTIC? It has been and is argued by several organisations for environmental protection that the CO2 emission of food trucks are harmful for the world we live in as it is greatly contributing to the greenhouseeffect and global warming. A study conducted by Energy Vision; a nonprofit organisation revealed, that traditional food trucks release almost 6 tons of carbon dioxide hourly in the U.S. alone. The reason for this big amount is, that these vehicles are still equipped with gasoline or dieselpowered generators. (EnergyMatters.Com.Au, 2015)
(ibid)
The other major point is the way we consume street food. Most of the utensils we get to eat the food with are disposable, single-use plastic knives, forks, plates and so on. It is without doubt the cheapest option to opt for as vendor as well. No one thinks about the harm we do to the wildlife and sealife. Many organisations, like UNESCO Bangkok started campaigns in 2019 to stop this and offer environmentally friendly solutions, like smart waste options.
POPCORN, PLEASE In case you have no program for the weekend yet, here are some recommendations to a 2-day Netflix & Chill.
CHEF (2014) A very entertaining movie about a head chef who lost his job at a restaurant, bought a food truck and started his own business. You will get insight in the chef’s private life and struggles, where you can follow along his relationship with his friends and family. Many socio-cultural trends were featured, like children using social media, the power of social media, patchwork family issues and the food truck culture. The movie received 7.3 point of 10 on IMDb. (IMDb, 2014) and good critics e.g., from Rolling Stones, saying: “It is the perfect antidote to Hollywood junk food” and “Chef is deliciously entertaining!” and is an Audience Award Winner as well. (ibid)
STREET FOOD ON NETFLIX (2019) The famous streaming portal, Netflix came out with a very mouth-watering series, called Street Food. They are exploring the street food culture all around the world, from the Thailand, through Japan, India, Indonesia to Argentina, Mexico, Peru and many more regions. Face to face interviews are held with people who are out there on the streets doing what they can do best: cooking old family recipes. They are telling their story, their journey, and setbacks. Although the series received an 8 out of 10 on IMDb, it has been heavily criticized, as people were doubting the accuracy and authenticity of it. Many people share the opinion that the series is misusing cultural backgrounds, such as ‘white-washing AfroArgentine history’ or is xenophobic and racist. (IMDb, 2019; Netflix.Com, 2019) On the other hand, Street Food shows not so often represented groups, fighting for equality, such as an Argentinian lesbian couple, Mexican indigenous women or Afro Brazilians. (Mashable SE Asia, 2020) One is for sure, the series take you on an unexpected journey of culinary, culture and controversy.
this one too
IT IS A MUST WATCH
!
MONEY, MONEY, MONEY… Let’s talk about the coins! How lucrative is the food truck industry? Is it worth it to invest in a rolling restaurant? According to a 2020 study of IbisWorld the food truck industry in the U.S. is worth $2.7 billion and experienced an increase of 300 % in overall revenue. (IBISWorld.com, 2020a) John Levy, a bord member of the National Food Truck Association says that “you can create your restaurant on wheels for $50,000 to $60,000. You get a little slice of the American dream, pretty inexpensively.” (FTN.Com, 2019) As for the yearly operating costs, a study conducted by Food Truck Nation counts with an average of $28,000, including licenses, permits, parking fees and maintenance. (ibid)
LEGAL ISSUES AND ASSOCIATIONS Despite the restrictions and strict licensing guidelines in states and cities, there are some vendors who are still creative enough to skip the permit process and start off right away. The New York Times has written an article in 2019 about this issue with the title ‘Handcuffed for selling churros’. They investigated the booming black market for food truck permits, where a permit can cost up to $25,000 each. The reason why some vendors choose this pricy option is, that big cities, like New York have a very long waiting list – ca. 2 years - for food truck permits, whereas on the black market they can get is within 2 hours. (NYT, 2019) For those, who go the legal way, associations and programmes are helping to go through the start-off phase or even COVID-19, which has also affected the industry in 2020. (NFTA.Com, 2020)
FAMOUS FOOD AROUND KOGI, LOS ANGELES Korean BBQ tacos which gained popularity after the 2008 recession. Since then, one of the co-founders opened a restaurant in LA as well.
ĂœVEGTIGRIS IN HUNGARY A famous Hungarian food truck, which was the main element of a 3-part cult comedy movie, and the fun part was that owner was neglecting all HACCP measures in the movie.
TRUCKS THE WORLD POUTINERIE, MOSCOW, RUSSIA The owners of this food truck drive across Russia since 2017. They serve the Canadian food with a Russian twist. For example, Stroganoff Poutine: beef with mushrooms, in sour cream with salted cucumber.
SUMMARY
The invention of the wheel in general had a large impact on our lives. Without it, the food truck industry probably could never have been born and we possibly weren’t be able to order food and let it deliver to our door. Or travel to another destination and enjoy the delicious cuisine there. Or, of course, have something from our favourite rolling restaurant, which cater to every taste, is mostly local and cheap.
While I was doing my research for this report, I contacted a friend and former collegue of mine in Baden-Baden, Germany. His name is Patrik and he actually quit the fine-dining restaurant world, because it was not making him happy anymore. This led him to buy his own truck and convert it into a high-class, gourmet wheeled kitchen. It is called Krollinger’s Food Truck and is located and rolling in the heart of the Black Forest. During our video call he told me, how his passion for cooking and happiness came back after deciding to start from the bottom after leaving his job as head chef. The locals love him, and he loves them. More on that is, that he also does catering for company get-togethers, weddings or other parties. Be sure to check out where he is parking, once you visit the wonderful Baden-Baden.
Without doubt, food trucks are among the most popular gastro-concepts today. You can find them everywhere, from concerts, festivals to sporting event and basically at any place where people are socially gathering. To start a food truck business, the start-up costs are pretty low, however a unique idea, hard work, discipline and dedication are strictly required. Among all the above, proper hygiene standards, permits, licenses, insurance, constant check-up and maintenance and safety are mandatory. We don’t want to fear to eat ice cream from our favourite ice cream truck, right? The wise usage of the power of social media is an essential tool for a successful - and for the survival of a – business nowadays. It is, for example, perfectly depicted in the movie, ‘Chef’ and in Netflix’s ‘Street Food’ uses the social media channels to promote their series.
Another big inspiration was Pascal, the owner and founder of Karma Kebab in The Netherlands. During a guest lecture with him we had the opportunity to get a deeper understanding of the food truck industry and plant-based food trend in Europe, especially in Holland. I would like to thank Mr de Vos and Mr Breitbarth for their support and creative coaching, which contributed to the making of this report. Also, special thanks to Pascal and Patrik for the inspiration throughout the weeks.
LIST OF RESOURCES Aggiss, G., 2019, 8 Best Food Trucks in Melbourne, Australia Available at: https://www.touristsecrets.com/destinations/8-best-food-trucks-in-melbourneaustralia/ (Accessed 29 November 2020). Anon, Food_Truck_History_Notes.pdf. Available at: https://www.cteonline.org/cabinet/file/a10d565b-0637-419e-91e3433a62591527/Food_Truck_History_Notes.pdf (Accessed 28 November 2020a). Anon, Food-Truck-Nation-Full-Report.pdf. Available at: https://www.foodtrucknation.us/wp-content/themes/food-truck-nation/Food-TruckNation-Full-Report.pdf (Accessed 29 November 2020b). Anon, 2020 History of the Wheel | Evolution of the Wheel | Intella Liftparts. Intella Liftparts. Available at: https://store.intellaliftparts.com/blog/forklift-resourcecenter/resource-how-to-articles/history-of-the-wheel/ (Accessed 28 November 2020). Anon, WEF_The_New_Plastics_Economy.pdf. Available at: http://www3.weforum.org/docs/WEF_The_New_Plastics_Economy.pdf (Accessed 28 November 2020c). Beebe, L., 2018 The Autry Is Celebrating Chuck Wagons, L.A.’s First Food Trucks Los Angeles Magazine. Los Angeles Magazine. Available at: https://www.lamag.com/digestblog/autry-celebrating-chuck-wagons-l-s-first-foodtrucks/ (Accessed 29 November 2020). BigThink.Com, 2016, Millennials are the Food Truck Generation Available at: https://bigthink.com/disruptive-demographics/millennials-are-the-food-truckgeneration (Accessed 28 November 2020). Butler, S., 2018, From Chuck Wagons to Pushcarts: The History of the Food Truck Available at: https://www.history.com/news/from-chuck-wagons-to-pushcarts-thehistory-of-the-food-truck (Accessed 28 November 2020). Colin Hirsch, 2017 Merging Innovation With Food Trucks. PCMA. Available at: https://www.pcma.org/merging-innovation-food-trucks/ (Accessed 29 November 2020). Deasy, K., 2017, The Best Argentine Street Food Trucks to Follow on Instagram Available at: https://theculturetrip.com/south-america/argentina/articles/the-bestargentine-street-food-trucks-to-follow-on-instagram/ (Accessed 29 November 2020). Despina-Irene Sabbaghian-Dipla, 2020, 200+ Salvation Army ideas | salvation army, army, salvation Available at: https://gr.pinterest.com/despinaki7/salvation-army/ (Accessed 28 November 2020). Esther Meadows, 2013, Kogi Is Kool - How One Taco Truck Is Taking LA By Storm | eTundra | Best food trucks, Food truck, Bbq food truck Available at:
https://www.pinterest.com/pin/115475177917762394/ 2020).
(Accessed
28
November
Feast-It.Com, 2020, The 24 best showstopping food trucks to hire | Feast It Magazine Available at: https://feast-it.com/magazine/showstopping-food-trucks (Accessed 29 November 2020). Femina.Hu, 2016, Most is üzemel az Üvegtigris büfé - Így kell odautazni a hot-dogért Available at: http://www.femina.hu/utazas/uvegtigris-bufe-tinnye (Accessed 29 November 2020). FoodTruckEmpire.Com, 2018 You Might Own a Roach Coach If... Four Signs to Seek Meals Elsewhere. Food Truck Empire. Available at: https://foodtruckempire.com/news/roach-coach/ (Accessed 29 November 2020). Foodtruckr.Com, 2016, Where Does Your Food Truck Insurance Dollar Go? Available at: https://foodtruckr.com/2016/10/where-does-your-food-truck-insurance-premiumgo/ (Accessed 29 November 2020). FreePik.Com, 2020a, Download Food truck collection with flat style for free Available at: https://www.freepik.com/free-vector/food-truck-collection-with-flatstyle_1266822.htm (Accessed 27 November 2020). FreePik.Com, 2020b, Download Hand drawn food truck menu with fast food for free Available at: https://www.freepik.com/free-vector/hand-drawn-food-truck-menu-withfast-food_1261783.htm (Accessed 27 November 2020). FTN.Com, 2020, Food Truck Nation Available at: https://www.foodtrucknation.us/ (Accessed 29 November 2020). GlobalNews.Com, 2018, Moscow food truck puts a Russian spin on poutine Available at: https://globalnews.ca/news/4410621/poutine-food-truck-moscow-russia/ (Accessed 29 November 2020). Hallman, C., 2020, History of Food Trucks Available https://www.titlemax.com/history-of-food-trucks/ (Accessed 28 November 2020).
at:
HappyCow.Com, 2020, Tabell - Food Truck - Tokyo Food Truck - HappyCow Available at: https://www.happycow.net/reviews/tabell-tokyo-73458 (Accessed 29 November 2020). IBISWorld.com, 2020, IBISWorld - Industry Market Research, Reports, and Statistics Available at: https://www.ibisworld.com/default.aspx. IMDb, 2014, Chef (2014) - IMDb Available at: https://www.imdb.com/title/tt2883512/ (Accessed 29 November 2020). IMDb, 2019, Street Food (TV Series 2019– ) - IMDb Available https://www.imdb.com/title/tt10050778/ (Accessed 29 November 2020).
at:
Johnson, A., 2019, Shady facts food trucks don’t want you to know Available at: https://www.mashed.com/153398/shady-facts-food-trucks-dont-want-you-to-know/ (Accessed 28 November 2020). KarmaKebab.NL, 2020, Story Available at: https://www.karmakebab.nl/ons-verhaal (Accessed 30 November 2020). KogiBBQ.Com, 2020, Kogi BBQ Taco Truck & Catering | Korean BBQ To-Go Available at: https://kogibbq.com/ (Accessed 29 November 2020). Lucchesi, E.L.B., 2016, 7 Fascinating Facts About the History of Ice Cream Trucks Available at: https://www.countryliving.com/life/news/g3359/ice-cream-trucks/ (Accessed 28 November 2020). Mashable SE Asia, 3, 2020, “Street Food” has become the most quietly controversial show on Netflix Available at: https://sea.mashable.com/entertainment/11844/streetfood-has-become-the-most-quietly-controversial-show-on-netflix (Accessed 29 November 2020). Mealey, L., 2019, The Evolution of Street Food https://www.thebalancesmb.com/a-history-of-food-trucks-2888314 November 2020).
Available (Accessed
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Michael Tompsett, 2020, World Map Watercolor by Michael Tompsett Available at: https://fineartamerica.com/featured/world-map-watercolor-michael-tompsett.html (Accessed 29 November 2020). MobileCuisine.Com, 2020, The Complete History of American Food Trucks | Mobile Cuisine Available at: https://mobile-cuisine.com/business/history-of-american-foodtrucks/ (Accessed 28 November 2020). Myrick, R., 2014, Finally; The National Food Truck Association Is Born Available at: https://mobile-cuisine.com/op-ed/finally-national-food-truck-association-born/ (Accessed 28 November 2020). nergyMatters.Com.Au, 2015, NYC Food Trucks Going Solar Available at: https://www.energymatters.com.auhttps://www.energymatters.com.au/renewablenews/solar-food-trucks-em4822/ (Accessed 28 November 2020). Netflix.Com, 2019, Utcai ételek: Ázsia | A Netflix hivatalos oldala Available at: https://www.netflix.com/hu/title/80244996 (Accessed 29 November 2020). NFTA.Com, 2020, NFTA - National Food Truck Association Available at: http://www.nationalfoodtrucks.org/ (Accessed 28 November 2020). NYT, 2019 Handcuffed for Selling Churros: Inside the World of Illegal Food Vendors (Published 2019). The New York Times. Available at: https://www.nytimes.com/2019/11/12/nyregion/churro-lady-subway-vendors.html (Accessed 29 November 2020).
Pinterest.Com, 2020, Chuck Wagon - Texas State Vehicle | Chuck wagon, Covered wagon, Wagon Available at: https://www.pinterest.com/pin/209839663861897188/ (Accessed 28 November 2020). PublicHealth.Com, Mobile Food Vending Investigation and Compliance | Los Angeles County Department of Public Health - Environmental Health Available at: http://www.publichealth.lacounty.gov/eh/SSE/MFVIC/index.htm (Accessed 29 November 2020). RestaurantWare.Com, 2020, How to: Eco-friendly Food trucks | #FashionForFood Available at: https://www.restaurantware.com/blog/post/how-to-eco-friendly-foodtrucks-fashionforfood/ (Accessed 28 November 2020). Tenenbaum, L., 2019, The Alternative To Single Use Plastic Cutlery Is Here Available at: https://www.forbes.com/sites/lauratenenbaum/2019/10/26/the-alternative-tosingle-use-plastic-cutlery-is-here/ (Accessed 28 November 2020). TruckedUpCatering.Com, 2017, A Brief History Of The Food Truck Available at: https://www.truckedupcatering.com/blog/2017/12/26/a-brief-history-of-the-food-truck (Accessed 28 November 2020). UNESCO Bangkok, 2019, Shifting mindsets are a seachange in plastic pollution problem Available at: https://bangkok.unesco.org/content/shifting-mindsets-areseachange-plastic-pollution-problem (Accessed 29 November 2020). unknown, 2019, Thinking Outside the Box: Things To Consider When Starting A Food Truck Available at: https://www.customconcessionsusa.com/thinking-outside-the-boxthings-to-consider-when-starting-a-food-truck/ (Accessed 29 November 2020). Wouda, D.T., 2020, “Gruwelijk lekkere shoarma�, gemaakt van knolselderij: Karma Shoarma verovert het supermarktschap Available at: https://www.quotenet.nl/zakelijk/a34463553/gruwelijk-lekkere-shoarma-gemaaktvan-knolselderij-karma-shoarma-verovert-het-supermarktschap/ (Accessed 30 November 2020).
