Tag Archives: Food truck

The new logic of innovation

Apparently there is a food truck trend happening in the U.S. and everybody is talking about it.

To me what’s funny is that in Mexico, food trucks are a street corner staple. We like to say that for every Starbucks that exists we have 20 times more food trucks on every other corner of every street. I’m exaggerating a little bit but it’s true, in Mexico they’re part of our daily routine.

They type of food these trucks serve varies wildly, from tacos to tortas to sandwiches and even breakfast. These trucks serve people wherever they are, even in the the border crossing from Tijuana to San Diego. People who live in Tijuana but work in San Diego or Los Angeles, depend on these trucks for their breakfast.

So, why hasn’t anybody else thought about this and why is it becoming a trend now?