In today’s mobile and fast-paced society food vans have become popular from the days when they were referred to as “roach coaches”. Roach coaches because the sanitary nature of the food and its preparation were always in question. Then of course there was the quality of the food that was often little better than the early frozen TV dinners whose processed powdered potatoes and grisly meats often served as a substitute laxative for the more seriously constipated.
Today’s modern food vans or vending trucks are head and shoulders above their predecessors. They’re visually clean, serve cuisine food and menus that range from a grease food lover’s delight to delicious if not strange looking vegetarian fare. But the competition is thick so to gain an edge your mobile restaurant, like the stick and bricks versions, must have curb appeal.
Thought must be put into the design and artwork that covers these vending trucks and a name that also invites hungry palates. Paco’s Tacos is catchy and conveys pretty much all you need to know about what food genre you can expect. Harry’s Hamburger’s is an example of something you might not want to advertise yourself as
Here’s two examples that would appeal to a variety of people
But it get’s tricky when you have foreign specialties with names that take on an unintended meaning with the locals like this one here in my hometown of Denton, Texas. This one might make you think twice if you didn’t know what a shiitake (pronounced shee-i-tockee) was.
For some of us unfamiliar with Japanese cuisine, the name alone can be a deterrent.
Shiitake is a large, meaty, black or dark brown mushroom, native to eastern Asia and frequently used in Japanese and Chinese cookery. More about Shiitake Swerve can be found here at its website.
For better curb appeal I would suggest that for those of us in Texas where beef is king to many (no, not me) that the term Shiitake Swerve be replaced with Wholesome Mushroom Burger. The thought of eating a shit sandwich is not something you want patrons to consider, even briefly.
Get rid of that image of a large brown bear(?) too who looks likes he’s been constipated for at least a week.