I’ve written about Treatbot a few times, San Jose’s own Karaoke-enabled ice cream food truck. We first learned of them in April at Calvin’s Second Anniversary celebration. I’m not normally very observant but I surprised myself by noticing that the address printed on Treatbot was the same as Calvin’s! Ryan the owner explained to me that food vans need a permanent address, so his is Calvin’s. Personally, I think Treatbot just wanted the upscale The Alameda address. I was very impressed by the whole conceptand the ice cream sandwichbut I was soon to learn it was just the tip of the iceberg.
A month later while at work I saw a very random message on Twitter retweeted by @aroundfremont:
MoGo BBQ Lunch time! Join us for lunch 12pm at 399 S main st milpitas! Come out be featured in PACMAN”S 30th anniversary video! they will be giving out free stuff today and cool PACMAN gear!
I like lunch, I like Pac-Man, and I work in Milpitas, so at the appointed hour I was there. That’s when I learned about MoGo.
Like Treatbot they are a new-wave mobile food vendor. MoGo serves up Mexican-Asian fusion cuisine such as Kimchi Quesadillas and Tofu Burritos. I tried a couple pork tacos with MoGo vinaigrette with a side of Kimchi rice. Very tasty.
A coworker told me that these gourmet food trucks are very popular in Los Angeles and now they’re on the rise up in the Bay Area. They can be found all over the country. They even have their own elimination-style road trip reality TV show, “The Great Food Truck Race” with Tyler Florence on The Food Network. Obviously food trucks have been around forever, known colloquially by an unflattering rhyme I won’t repeat here (hint: it’s not “broach poach”), but they’ve always been plain unimaginative affairs, more a convenience than a culinary experience. This new generation has found a formula to energize the whole concept of meals on wheels.
The first element is food with a hook. Treatbot sells locally-made hand-scooped ice cream, not packaged frozen novelties like your typical music-box-cranking ice cream truck. MoGo and Bulkalbi have the Mexican-Asian fusion thing going on which is exotic even in multicultural San Jose. Other trucks go high-end, serving dishes you’d normally only find in fine restaurants.
The second element is marketing. Each truck works hard to create a unique identity and memorable customer experience. Treatbot…Karaoke…say no more. They have clever names, flashy paint jobs, and bubbly servers. They’re most known for using social networking sites to attract and retain clientele: Facebook, YouTube, Yelp, you name it. (Humorously their mobile nature defeats Foursquare; it can’t keep up.) I follow them all on Twitter and let me tell you, when I get that daily deluge of lunchtime locations and menus du jour, it gets the juices flowing. Last week three of them showed up within walking distance of my job on three different days; I took the bait and ate at all three.
Check out my Twitter list:
Let me know if I missed any. I haven’t tried them all yet, but I will. I know where to find them.
Naturally these trucks often find their way to El Camino Real. Heck, Treatbot lives there. The MoGo Pac-Man event was on Main Street in Milpitas. It’s not an opening at The Usuals unless Treatbot is there. A few nights ago MoGo and Curry Up Now were both on El Camino at the same time for dinner, a couple miles apart. They know what’s up.
Here’s what I really like about these trucks: when they show up, they create an event. Namco chose to tag along with MoGo, tapping into some street excitement to celebrate Pac-Man’s 30th anniversary. They filmed this video behind the truck. It works both ways; the trucks go where the action is, often in pairs. Bike Party, National Night Out, festivals, holidays. Social networks in tow, every time they park it’s an instant meet-up.
I feel were right at the beginning of this movement and I wouldnt be surprised to see an explosion of variety in the next couple years. Theres plenty of room for innovation too. This is Silicon Valley. How about online ordering? GPS tracking? Electronic payment? Alternative fuel vehicles? (Treatbot is propane-powered!) Um…chairs! The sky’s the limit and the road is open.
