And by this reckoning, we might treat food trucks as the latest food fad. And a peculiarly American one at that. We love getting speed, motion, and transport involved. Consider this our latest take on "fast food."
The truck and its staff of merry makers have become a sort of roving party, bringing people to neighborhoods they might not normally go to, and allowing for interactions with strangers they might not otherwise talk to.
And those very long lines bring together people who would not be within conversational range of one another. Food trucks are a little like food processors. They are mixing both cuisines and city life
Consumers are telling us that they prize drama over utility, scarcity over ubiquity, novelty over the guaranteed sameness of the national brand