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Apr 9, 2010 12:05 PM


Both Asian Soul Kitchen (It'sBentoBaby) and the Willoughby Road trucks have parked their rigs. I suspect that more will follow. While some of the trucks serve ok chow, few that I've tried are worth a journey. What they need are skilled chefs that can really produce great food! If the food is great more customers will follow! And local government that encourages these folks would help too!

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  1. You'll find that the good ones are manned by skilled chefs - the chef for Komodo is from The Bel Air Hotel, India Jones has owned many restaurants, I think we all know about Kogi.......

    1 Reply
    1. re: shebop

      Well sucks for them, they park their truck in the same lot as us but if they dont have good marketing and rely only on street cash they were bound to fail sooner or later. The market is so saturated now that finding money off regular folks is tough, one has to reach out to catering in order to make it. I would expect many more trucks to begin going belly up if they don't find a way to increase their cashflow.

    2. Just like bad restaurants, bad trucks will go down. I think every Tom, Dick and Harry thought they could buy a truck and they were in business. I'm very wary of new trucks. Most of them I've tried were expensive and the food wasn't very good. They sure weren't worth waiting an hour for (which is just absurd).

      Most restaurants tend to go out of business because running a restaurant is hard. It seems like most of these trucks thought of a funny name and thought that was good enough.

      1. I've never tried or even heard of Willoughby Road, but I just checked their twitter and they refute the story that they are closing down. They say they are just changing trucks.

        1. I would expect the body count of failed trucks to go up soon; I had expected it sooner, but I guess some of these folks still have fumes to run on. There's a limit to how many kinds of foods can be successfully produced in a mobile kitchen, an even tighter one on what can be produced quickly enough to please hungry customers, and a much tighter one on what can be priced to sell and still return an adequate profit. It's got to be a damn tough business model, and the taco truck is the only one I know of where most of the research has been done... and not all of those are successful. I'm waiting for the buzz to die down and Kogi, for instance, become as humdrum and everyday a presence as the nighttime taco truck at Fair Oaks and Bellevue, then we'll see whether there's staying power. On the other hand, maybe they're deliberately creating and then exploiting a fad, and doing it in a truck makes it that much more affordable to be impermanent. In other words, they know there's a finite arc to what they're doing, and at some point they're assuming they can just sell the truck (or let the lease run out) and go do something else... ya think?

          Los Angeles, CA, Los Angeles, CA

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