Food trucks are becoming a huge movement across the US. People are excited about the idea of affordable, quality food and the variety of different cultural food offerings by different food trucks. While the food truck isn't something new, especially since the food truck has been around for at least 100 years in the US, the purpose of the food truck is an idea that I've wanted to explore. Why is it that food trucks have to be so pragmatic in their mission? Yes it's nice to have a whole bunch of different cultural food variety sold to us on the street at competitive prices. Yes it's nice to be able to happen upon a food truck while walking around on campus. All these things are great, but is there deeper meaning to offer besides just giving people another way to buy food?
I delved into the heart of why we love food. We love food because of the memories it bring us, the homey, nostalgic past that is resurfaced when we take a bite into that chocolate chip cookie, or mac and cheese. If food can make people happier, why not bring that to them? And why not bring happiness to those people who need it most, or need to be reminded of it; those in lagging communities or in corporate offices? The food truck I am branding is about a world running on joy. Food trucks have the potential to create positive change in the community. That's where I am starting. Food trucks should deliver more than just food.
