The popular food trucks have been offering mobile higher-end meals around town for a few years now, and their popularity only seems to be on the rise.
In Midtown, at any given lunchtime, a steady lineup of at least 10 people accompanies each truck. The food trucks generally stay in one area for a few hours, but they generally change their locations from day to day.
The long line and colorful signage on the popular truck called ‘Rickshaw Dumplings,’ parked at 45th Street and Sixth Avenue with the graphic slogan ‘Totally Rad’ on the side attracted me to see what all the fuss was about. Two young workers greeted me in a friendly fashion as they served my order of six chicken dumplings in a well designed package. The dumplings, though very delicious, were a little pricy for their small size. The workers’ emphasis on quick and friendly customer service paired with a light delicious meal made dining at the food truck a great experience, and it seemed to reduce the stress of the lunchtime hunt. I was onto the next line at the Treats Truck, parked a few steps away. The Treats Truck specializes in freshly baked homemade desserts, including delicious brownies and cupcakes.
I found this to be the general experience as I sampled a number of different food trucks offering varied cuisines, friendly service, and delicious food. True, these gourmet trucks are pricier than your average food stand, however the food is generally tastier and the experience is better. Lunchtime enthusiasts get excited about trying out the new cuisines as the different trucks roll in.
The Twitter Phenomena
With the rise in popularity of social media, the food trucks have jumped on the bandwagon and are changing locations with ease, while keeping their customers up to date. Almost every one of the food trucks has its own twitter account with thousands of fans following their every move, eagerly awaiting to hear the day’s specials, and where the truck will be that day.
The food trucks are taking advantage of twitter as a free marketing tool, and are distinguishing themselves from the rest by posting different fun slogans and other promotions in hopes of attracting more customers and getting them excited about lunchtime.
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“Hey girls, pick up a Macarella 4 your fella.“ ”Hey guys, how about a whoopie pie 4 your sweetie pie.“ ” Just out of our oven brownies & cookies,” posted the StreetSweets truck on Monday, while noting that they use only organic milk in their coffee.
Websites dedicated to linking consumers to each truck’s twitter account have also popped up, for example: www.roaminghunger.com/ny and www.findnycfoodtrucks.com, which tracks food trucks across major cities across the United States.
Award Winning
The popularity of food trucks is undeniable, and the Vendy Awards are ranking the very best in their field. Dubbed the Oscars of food for the real New York, the sixth annual sold out awards ceremony selects the best food street vendors in the city. Many food trucks throughout the city proudly display their Vendy awards in the windows of their vehicles.
The awards’ proceeds go to support the Urban Justice Center, a nonprofit organization established to help street vendors.
Struggle to stay afloat
Behind the smiling faces of the vendors serving up lunch every day, a struggle continues to keep these trucks on the streets.
The trucks may save on real estate costs, but running this type of business is not without its challenges. In June a bill was proposed to revoke vendors’ permits upon receiving more than three parking tickets a year was introduced by Council Members Jessica Lappin and Karen Koslowitz, making food truck owners nervous. Lappin told MidtownLunch, a website dedicated to “Food adventures in your urban lunch hour” that she had received many complaints from constituents about food trucks parking in the same spot for hours at a time.
Not long after, a debate ensued and the office of the mayor submitted a letter calling the penalties proposed in the bill “too punitive” and “difficult to administer.”
Additionally, congestion in Midtown has gotten various food trucks kicked out on more than one occasion. Just last Tuesday, MidtownLunch reported police banning two food trucks who had parked side by side in front of the Fox News Building, citing possible traffic restrictions on 52nd Street.
