Local food truck scene still accelerating

The Memphis food truck scene is rolling.

The relatively new sector is enjoying growth--namely in terms of access and awareness--in 2014, says Mark Hamilton, President of the Memphis Food Truck Association (MFTA) and operator of MarksGrill FoodTruck.

When the local food truck law was passed in 2011, the public was largely unfamiliar with the concept and its potential.
"It started out where nobody even knew what food trucks were," Hamilton says. "Everybody in Memphis thought of them as roach coaches."

Perceptions have changed dramatically: "Today we go Downtown and virtually 100 people come to our truck to get food. It's exploded in the sense that we're providing a service at lunchtime, fresh-cooked food right near your office building or where you work," he says.

Most recently, change for the Memphis food truck industry has come in the form of acceptance from property managers and owners. Employees are driving a demand for the service, and growth is coming in terms of access to office buildings, warehouses and call centers.

"We're now getting access to properties where there are 500 to 1,000 people in the building," Hamilton says. "The property managers in order to keep tenants happy are inviting us to come."

Social media also has been crucial to the sector's success, as Twitter and Facebook provide a free platform for food truck operators to announce their changing locations on a daily basis.

Another boon for the industry should come from The Truck Stop, a restaurant concept planned for the northwest corner of Cooper Street and Central Avenue. The Truck Stop will provide parking space for a rotating schedule of food truck operators and seating options for diners.

Truck Stop is waiting on city engineering approval before beginning construction. Restaurateur Taylor Berger, one of the principals behind the concept, says the venue will open in spring 2015.

The food truck scene in Memphis is still relatively small. About 15 to 20 food trucks are out on any given day in Memphis. The MFTA has 45 current members, some of whom only operate on weekends and for special events.

There is room in the market for good food trucks that execute a good menu quickly to a large number of people, Hamilton says. MFTA provides leads and support for operators, and serves as central point of contact for information and advice.

Hamilton has found success with MarksGrill serving the 11 a.m. to 2 p.m. lunch crowd in a wide variety of locations, from Court Square Park to Baptist Corporate Center to President's Island. He most enjoys weekend events like the upcoming Spooky Nights at Shelby Farms Park and various shows at Germantown Performing Arts Centre.

Locally, food trucks have progressed in the few short years of their existence; Hamilton says the concept is now accepted and embraced by all kinds of people, from family-friendly consumers to high-end event patrons.

"We've had people in tuxedos come up and buy a Philly cheesesteak."

By Jane A. Donahoe