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Food Trucks Crash into Cultural Graveyard

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Well, it was a nice ride while it lasted, but the Food Truck as an emblem of chic urban dining appears to be on its last legs. Or wheels. Whatever.

In a sign that the trend has finally found itself in the cultural graveyard, ABC is developing a sitcom all about a food truck, and, presumably, the crazy antics surrounding the lives of the men, women, and children who dish out its tasty fair.

Variety reports that the show, tentatively titled “Family Owned,” will star comedian Al Madrigal and will be produced by former “King of the Hill” producers Tony Gama-Lobo and Rebecca May.

This isn’t the first time food trucks have found their way on the wee-screen. This past summer, The Food Network aired The Great Food Truck Race, which pinned various food trucks against each other for the grand prize of $50,000.

While a sitcom may devalue the food truck movement’s cultural currency, there’s always the chance it could help to boost their bottom lines. Just imagine the money to be made selling cheap tacos all across suburban America!

And as the New York Times recently reported, the food truck explosion has even caught the eye of big advertisers.

Pairing a brand’s message with a food trucks “has been increasingly employed in recent months, with major advertisers using trucks as rolling sandwich boards while advertising agencies issue the call to independent food truck operators to participate in brand-sponsored events,” the Times reports.

Michael Chamberlin, a VP of Client Services at BBDO told the Times that a food truck is like “a mobile billboard on steroids.”

Well, I’m sorry, but I for one refuse to see my food trucks as anything more than a place to make the occasional pit-stop for a cheap sandwich or truly delicious and mysterious Halal-style chicken and rice platter.

Call me old-fashioned, I suppose.
POSITION:  No positions in stocks mentioned.
TAGS:  ADVERTISING, ABC, FOOD TRUCKS, SITCOMS    SOURCE:   Variety
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