
It feels like the fervor over street vendors has reached a peak this year, but it didn’t happen overnight. It started more as a slow trickle years ago. Two German brothers selling sausages on 54th Street. A former chef from the Russian Tea Room doing an upscale version of lamb over rice. A couple of SoCal exports selling carne asada in Soho. Street food has slowly been getting a lot better in NYC. And as the newer carts have gotten better, people have started to become more interested in what was being sold on the street. It’s reflected in the media coverage, and the increasing popularity of the Vendy Awards- the annual event put on the Street Vendor Project to reward the hard working food vendors of New York City. Even vendors who had been there for years, like those at the Red Hook Ball Fields were being “discovered” for the first time.
But it wasn’t until 2 years ago that the real explosion started. Kim Ima’s Treats Truck was the first I can remember, followed pretty quickly by the Wafels and Dinges Truck and the Dessert Truck. When these lavishly painted trucks, with cute logos, and internet savvy chefs hit the scene it seemed like something clicked. The coverage of these new trucks was out of control, not just from the food blogs (guilty as charged) but from the traditional media as well. The stories wrote themselves, and the trucks didn’t even have to pay PR companies to make it happen.
Combine that with the proliferation of twitter, the well publicized success of trucks in other cities (like Kogi BBQ in LA), and the recession, and it’s no surprise that every chef and restauranteur in the country has at least thought about opening a food truck. And, as you know, plenty of them have succeeded. So much so that two weeks ago Blackbook Mag coined a new term for this invasion of upscale food trucks: vendrification.
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Posted by Zach Brooks at 10:15 am, October 8th, 2009 under Street Vendor Issues.
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