Most of the Bay Area’s food trucks are located in the Mission District of San Francisco. There’s the “Crème Brulee guy
,” who dishes out the French dessert in an ever-changing variety of flavors. Depending on the night the menu might offer Dulche de Leche, Mexican chocolate, vanilla bean, coffee, s’mores, or even Pina Colada. Fans talk of the crème brulee guy’s caramelized custard with a hushed reverence--some describe themselves as stalkers. Other popular San Francisco/Bay Area trucks include the El Tonayense taco truck
, Spencer on the Go Truck
(escargot on a stick is one of the premium bistro-menu offerings), Magic Curry Kart
(the "Karaoke ice cream truck from the future"), NetAppetit
, MoBowl, Lumpia Cart
(Filipino egg rolls), Adobo Hobo
, and MoGo BBQ
Google any of these names and you’ll find the trucks’ Twitter profiles and numerous blog posts either ranting or raving about their menus. Most of them have thousands of followers--yet another example of the way the food industry has tapped into the skyrocketing business potential of social media, providing a perfect model for real estate agents (or really anyone in a service-type industry) who want to turn their online profiles into offline transactions.
is based in Palo Alto, and like the rest of the trucks can only be found via Facebook and Twitter. Like Kogi, MoGo focuses on Mexican/Korean BBQ. Most successful food trucks offer niche products--menus tend to be small, prices are cheap, and the food is easy to eat by hand. The MoGo menu has five options (Taco, Quesadilla, Short Rib Silders, Bay Area Dog, and Burritos), and you can choose your protein/toppings. Nothing is more than $7. The truck is less than a year old, and relies exclusively on the hungry residents of Palo Alto and neighboring cities. As of today, MoGo has over 5,000 followers on Twitter (Kogi has 12,000) and 8,000 “likes” on Facebook. It looks like in Palo Alto, the food truck craze might be less a trend and more a permanent change in the way we go “out” to eat.