Written by Frank McMains
Published May 7th, 2010.
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Thoroughgoing foodies have been wiping their collective mouths over one of the hot new trends in American eating, the food truck. Baton Rouge is often a few years behind the curve when it comes to embracing culinary innovation. However, many an envious palate have followed the likes of LA’s Kogi Korean BBQ Tacos or the Sprinkle Cupcake Van. Austin and New Orleans have food trucks, but until recently, most food in Red Stick has been of the sedentary variety.
How many new places have to open to indicate a local food trend? After its second week in business the Latte e Meile gelato truck could be seen as a 100% growth in the tiny Baton Rouge mobile food market. The bright red Ninja Snowball wagon beat them to it. They have been peddling sweet, shaved ice on corners around LSU and downtown for about a year. Jared Loftus of Ninja Snowballs says he and a few other savvy investors have a taco truck in the works. We may be just a few four-wheeled kitchens away from a legitimate food revolution.
These are not the steaming aluminum commissaries of old. For some, the idea of a food truck brings to mind a cup of burnt coffee and a plastic wrapped tuna sandwich sold outside of some Rust Belt muffler factory. Modern food trucks are an entirely different creature. Freed from the fixed costs of a traditional restaurant, food trucks are often able to offer their fare at lower prices. The small size of the trucks imposes limitations on the number of dishes they can offer. In other cities this has not proven to be a detriment but instead has prompted fanciful fusion like the above mentioned Kogi.
Something about the food truck excites owners and patrons alike. They bring out our youthful excitement for the ice cream man and then reward us with creative and delicious snacks. While many businesses have recognized the importance of social media sites like Facebook and Twitter, food trucks have artfully utilized them almost from the beginning.
What better way to know where to pick up your next cup of Ponchatoula Sorbet than to check out the LeMGelato Twitter feed from Latte e Miele? A mobile restaurant with an ever-changing menu needs a way to quickly communicate their location and specials to their fans. Twitter in particular has proven to be the perfect match for these roving purveyors. Whenever a new tweet goes up from one of our two food trucks, the scratchy Mancini style jingle that signaled an approaching King Cone or Push Up plays through my head and I begin fumbling for change as I head for the door.
We in Baton Rouge may often find ourselves a few steps behind some innovations but mobility, the Internet and enthusiastic entrepreneurs are doing their best to close some of those gaps. It does not hurt that as we move into another hot, southern summer, they are doing it with Technicolor snowballs and ice cream. The future never tasted so good.
Follow Ninja Snowballs on Twitter at NinjaSnowballs.
Follow the Latte e Miele Gelato Truck at LeMGelato.
















