Food Trucks Truly Part of American Culture
Food trucks are becoming more ingrained in American culture with every passing week. Since they made their presence known in 2008, food trucks have begun to surface as the focus of television programs such as The Great Food Truck Race (now casting for season 3) and Eat Street. They have also been used to market products from jeans (The Gap) to airline food (Air France) to television program promotions (The Game of Thrones).
And now, they have taken another step into the culture by being highlighted in cartoons. This weekend Fox used food trucks in America’s #1 animated television series about a hamburger restaurant, Bob’s Burgers, Bob finds his business hurt by food trucks. “What’s so great about getting food from a truck?” asks Bob. “There’s no sitting area, there’s no bathroom, there’s long lines. Who eats like that? Animals eat like that.” Bob, recognizing that food trucks are the trend of the future, gets his own. And then he participates in a food truck festival called “Lolla-Pa-Foods-A,” feeding the zombie hordes.
Cartoon network has even jumped on the bandwagon with this week’s Regular Show, naturally titled “The Best Burger in the World,” which runs with the gourmet food truck phenomenon. The episode finds the lead characters watching Food Truck Armageddon, where they learn about burger truck Grill ‘Em Up. “Head Chef Ajay Maldonado has been making headlines with his no-holds-barred style of burger,” the announcer exclaims in regards to the truck’s signature Ulti-Meatum, a legendary Himalayan ketchup-topped burger-within-a-burger so exclusive it’s only sold once every 100 years. As the head chef himself puts it, “anyone who doesn’t eat one is a chump!” So naturally the lead characters have to get their hands on one when Grill ‘Em Up makes an appearance at their local park.