In the early 2010s, food trucks exploded in popularity across the United States, fueled by the 2008 financial crisis and shows like The Great Food Truck Race. For many, it was a chance to be their own boss, test culinary concepts, and build a following. In Philadelphia, the food truck scene was particularly vibrant. But what happened to those pioneering Philly food trucks, and What The Philly Food Truck scene looks like today?
From Wheels to Walls: The Evolution of Philly Food Trucks
Many successful Philadelphia food trucks eventually transitioned to brick-and-mortar establishments. This wasn’t always the plan, but the challenges of running a food truck often led owners to seek a more stable and scalable business model. Issues like long hours, constant maintenance, and the need for growth pushed these mobile eateries to find permanent homes.
Mac Mart
Marti Lieberman launched Mac Mart, a bright pink food truck specializing in mac and cheese, in 2013. With a background in public relations, Lieberman saw a food truck as a low-risk entry point into the restaurant world. “A food truck was the perfect outlet…and there was no other mac and cheese-centric business [in Philly],” she explains.
After four years of success, she opened a storefront in Rittenhouse. Lieberman notes that the food truck enthusiasm in Philadelphia began to wane, adding pressure to their small team. The transition allowed Mac Mart to expand its menu and offer more options, including vegan and gluten-free dishes.
Sugar Philly
Daniel Tang’s Sugar Philly, specializing in French macarons, was another early adopter of the Philly food truck scene, starting in 2011. Tang recalls the bustling atmosphere of those early years: “There were moments where I would be shopping at a grocery store or walking down the street and people would recognize me from something they saw on TV. They weren’t even my customers.”
After a decade, Tang closed Sugar Philly, including its storefront. He cited burnout as a major factor, describing events where they served hundreds of people and the tiring aspects started to outweigh the fun.
Rival Bros. Coffee
Jonathan Adams and Damien Pileggi launched Rival Bros. Coffee truck in 2011. They aimed to use the food truck’s visibility to promote their coffee roasting business, believing it would be more affordable than opening a cafe. Their truck frequented various locations, from street events to weddings.
Over time, Rival Bros. expanded to multiple storefronts and a retail coffee business. They sold the truck, finding it too costly to maintain as they focused on their cafes.
The Grind: Why Philly Food Truck Owners Moved On
While the early days of Philly food trucks were exciting, the reality was often grueling. Owners faced:
- Long hours: Many worked 60+ hour weeks, juggling cooking, serving, marketing, and bookkeeping.
- Mechanical issues: Trucks are vehicles that breakdown. Unexpected repairs frequently disrupted operations.
- Limited scalability: Growing a food truck business beyond a certain point was difficult without significant investment and infrastructure.
- Competition: As the food truck scene became more crowded, standing out became more challenging.
Michael Falcone, owner of Heart Food Truck, which served seasonal menus, noted the food truck scene had become a norm, losing its initial hype. He closed Heart in 2018, citing the desire for more flexible hours.
What the Philly Food Truck Scene Represents: A Culinary Launchpad
Despite the challenges, many Philly food truck pioneers consider their time on wheels a valuable experience. Food trucks provided a low-overhead way to test concepts, build a following, and gain experience in the restaurant industry.
Carolyn Nguyen, owner of Revolution Taco, operated two trucks before opening her restaurant. She recalls generator failures and truck breakdowns, but also the invaluable experience she gained. Nguyen says that going from a food truck operator to a restaurant operator meant she “basically just took off the wheels!”
Josh Kim, owner of Spot Gourmet Burgers, remembers the early food truck scene as a time when “our generation were rock stars!” He opened a brick-and-mortar restaurant after building a loyal following with his bright yellow burger truck.
The Legacy of Philly Food Trucks
While many original Philly food trucks are now brick-and-mortar establishments or have closed entirely, their legacy remains. They helped to:
- Diversify the culinary landscape: Food trucks brought new and exciting cuisines to Philadelphia streets.
- Foster entrepreneurship: They provided opportunities for aspiring chefs to start their own businesses.
- Create a vibrant food culture: Food trucks added energy and excitement to public spaces.
So, what the Philly food truck scene may look different today, its impact on the city’s food culture is undeniable. These mobile kitchens paved the way for a new generation of culinary entrepreneurs and helped to shape Philadelphia’s diverse and dynamic food scene.
Where to Find Former Philly Food Trucks:
- Mac Mart: 104 S 18th St, Philadelphia, PA 19103
- Revolution Taco: 2015 Walnut Street, Philadelphia, PA 19103
- SpOt Burgers/Spot Gourmet Burgers: 2821 West Girard Avenue, Philadelphia, PA 19130
