Baton Rouge has had a complicated relationship with the food truck industry. Dubbed a “food truck revolution” just two years ago, the formerly flourishing scene is now on the decline.
While food trucks still turn out in numbers for annual events like the Ogden Park Prowl and White Light Night, they’re scarcely seen day-to-day in the city. Although many food truck owners have been able to turn their love for the business into more permanent ventures, others continue to pave their way throughout the city streets — this time with a different purpose.
Nick Hufft, former food truck connoisseur and owner of the brick-and-mortar Curbside Burgers location, plans to reopen his Curbside Burgers food truck for special events.
In Baton Rouge, food trucks are catering more to corporate functions, birthdays and office events rather than pedaling the streets, he said.
Cupcake Allie and Taco De Paco have taken a similar route but still make frequent appearances at businesses whose clientele tend to be food truck fans, like The Radio Bar and Tin Roof Brewing Company.
Cupcake Allie lends its success to its eccentric speciality cupcake offerings, which range from sweet to spicy — like its peach habanero flavor.
Local restaurant owners draw inspiration from Louisiana’s flavorful food, said Jay Bookman, chef and husband to Allison Offner Bookman of Cupcake Allie. Jay said Cupcake Allie does cross promotions with other local businesses by cooking dessert for restaurants like Rotolo’s Pizzeria and Lit Pizza.
Several food trucks, including Cupcake Allie, used to support one another through the weekly Baton Rouge Wednesday Food Truck Wround-Up, but the concept fell through after the event’s founder John Snow sold his food truck.
To successfully launch a startup within the restaurant industry, Hufft said one must be passionate and aware of the weather’s effect on consumer turnout, especially in the subtropical Baton Rouge climate.
“I am a meteorologist at this point … So when it rains for, say, two months, you make no money,” Hufft said. “And if you’re looking to get into it because you’ll make a million dollars, it’s the worst decision you could ever make.”
The main ingredient in any small business is passion, he said. As a food truck owner, it’s necessary to learn to become the dishwasher, fry and grill cook, business accountant and marketer, Hufft said.
For those with the drive and desire to open a restaurant, but don’t necessarily have the means, a food truck is a good place to start, he said.
“I may not have a million dollars, but I do have the ability to take out a small business loan, open a truck and possibly get to that point,” Hufft said. “And that’s small business America at its best. This is the dream to me.”