4 Things now that you’re married to Street Food
Q: How you know street food should be your next business move?
A: You work in an office, meaning you are slowly dying inside and your soul is being destroyed, hence the jump into something completely new.
B. You work in a restaurant and want to take your experience and love to the masses.
C. You make a bet. And you stick to your bet/You’re bored and you need to make money
D. It’s a hobby that grows into an obsession and passion
You think we’re joking. We admit we’ve got an ace sense of humour, but we ain’t making this stuff up. Have a look at the facts:
We’ll let you get caught up on backstory of each vendor here, but besides being one of the 4 types of person you “have” to be to start, you’ll notice the magic began towards the end of the recession: when Londoners had a bit more pocket change to spare, and a little more faith in trying something new. They became married to the idea of Street Food.
The perhaps overly-asked question of so why or why not a truck? is actually a cost-effective equation. In the 2012s and ‘13s many were opting for the £20,000+ old vintage van, gutting, dressing, and getting it up and running. Beaut examples include BBQ Lab and The Cheese Truck. Others went the trailer route (The Orange Buffalo) and some even found themselves scooping out the horse manure with shovels (The Orange Buffalo neighbour Arepazo Bros.). And then there are the gazebo folk: Sambal Shiok, Dixie Union who fall under Street Food Union (who provides branded ones); and Peel and Chimney, who transport their 300kg oven and tent in an old Royal Mail van.
The charm of the truck comes with its built-in costs, multiple breakdowns and scorching summer days, whereas gazebo life necessitates extras like portable electricity, gas, coolers, and of course gear for all types of weather (rain is the easiest to deal with…it’s the wind that screws everyone over).
Competition or the novelty of something is what drives unique business ventures, innovative ideas, and cuisine fusions. Mandy (Sambal Shiok) sprouted her Malaysian roots by incorporating London’s love for burgers, forming neat concoctions like beef rendang, chicken and lentil satay between a bun. BBQ Lab focused on using interesting cooking methods (like a blow torch and sous vide) for old-time favourites like pulled pork. The Cheese Truck, Peel and Chimney, Dixie Union and The Orange Buffalo are known for investing in local or British produce, high-quality ingredients, and creating inventive flavour combinations. As Mel from Peel and Chimney (which is famous for its wood-burning oven that lifts and collapses for transport) says, “It’s really good to have competition.” Competition keeps you on your toes and inspires you to become all the more savvy, not only with the food itself, but in marketing, branding, commercial products, and pushes you to build a connection with the community.
Although competition plays a role, it’s camaraderie that keeps the spirit of the markets alive. Street Food Union and KERB were built on the notion of community, where participants could create a bond and share ideas (and items) amongst one another (an example being Matt from BBQ Lab who has loaned his deep fryer (for free) for months at a time). In many cases, especially in more permanent locations, like Ely’s Yard for example, vendors rally together to give one another tips, or work together to present engagement opportunities to market owners. Mike from The Orange Buffalo has helped fellow vendors re-brand, and his idea of adding stools close to the counter have caused others to follow suit. While some complain about finding the right staff, others have relied on referrals by fellow vendors where they are more likely to find a good fit based on prior knowledge. Another example of camaraderie is when a certain vendor cannot do a catering job, they will pass an event onto a competitor they know will provide the same quality job. It’s all about give and take.
Finding the right support, mentor and location is crucial to running a successful street food business. And sometimes the lack thereof can cause the blues. Unsupportive market owners out to make a quick buck by setting up in places with low footfall and taking a fixed commission, don’t support the cause. Festivals are a known for creating very individualistic mindsets, each vendor only looking out and relying on themselves to ensure greater profit at the end of the day. Dixie Union’s founder Nick, is coincidentally the owner of Street Food Union, the market on Rupert St. in Soho. Over the course of the years Nick has gradually supplied seating, electricity, branded gazebos, and other necessities for all participating vendors as he felt that he himself as a vendor was lacking support for an effective business. Seating increases the amount of customers as chewing while seated is more appealing than on the go. Already set-up gazebos save time and help vendors get straight to business. The support that Street Food Union provides, however, isn’t that common. In fact the waiting lists for good markets is long, and many vendors gripe about the certain exclusivity of some markets, and the cost it takes to even pitch.
The ups and downs of starting your own street food business are many. Yet it’s the customers who have faith and believe in the dream by providing constructive feedback that keeps them running. More on that next time.
