We sounded the alarm long ago that a convoy of corporate food trucks was barreling down the freeway. So far, L.A. has witnessed such examples as Firefox body-snatching the Coolhaus truck, the film Machete opening its own mobile taco stand, pledges from Sizzler and Koo Koo Roo to hit the streets, and that whole nasty issue with the fake North Korean truck that was just a video game ad on wheels. This week we’ve encountered two new examples of food trucks going to work as corporate marketing devices. Come take a look.
Comedy Central’s Workaholics, which we’re kind of ashamed to admit once made us laugh with a sequence of “boner fights,” has a truck cruising around town called The Munchie Mobile. Passing the truck in Venice traffic, it seems to be just a new-fangled taco truck with a wrap featuring the stars faces. No Marcel Vigneron or Danny Trejo just yet, nor is there much information on the internets to pinpoint its location.
Over in Westwood, this Friday will find an appearance at UCLA from an even geekier truck, as a video game called The Elder Scrolls V: Skyrim will set up shop in its own brand-name food truck to dispense free “dragon legs” (which are just turkey legs, but still fun to eat when you’re in a Medieval mood), “whiterun corn” (corn on the cob), and something called a “Solitude sweet roll,” which we’ll venture to guess is something like ye olde Cinnabon. Catch the truck at 10928 Le Conte this Friday from 11:30-3:00 P.M. for free eats and possibly some of those nerds that dress up for such occasions.
So now it appears a model has been put in place for companies seeking to reach the masses through trucking. A product, company, or show takes the reins of an existing catering outfit, slaps some vaguely sensical product placement on the pedestrian food, and voila, you’ve got a new food truck sure to engage the 18-25 year-old demo, who are so into tacos these days. Does it work? As everyone knows by now, dignity can hardly hold a shield against the powers of free food.