An old idea sees a trendy new boom - driven by changing times, tastes and technology!

Street vendors have been around as long as there have been, well, streets. And lunch trucks are nothing new to this area; Ali’s Fast Cooking has been serving Hoboken for fifteen years. But the current gourmet food truck phenomenon is a reflection of the times:  hard economy, changing tastes and advances in technology. When it comes to this trend, Hoboken’s ahead of the curve.

These new gourmet, and often green, entrepreneurs emphasize new flavors and fusions as well as quality ingredients. Their mobility allows them to go where the customers are, and they’re tech savvy, too—capitalizing on social networking sites like Facebook and Twitter.

At least around here, though, it’s not the pushcart wars that some might envision. Despite tensions at times with established businesses, these innovative entrepreneurs all face common issues like parking, traffic, working in a small space, and of course, the weather. They share advice, support, and a sense of camaraderie.

Ultimately, though, it’s all about the food – and customers love it.

The Taco Truck

The first of the “new wave” in Hoboken, the bright orange truck arrived in September 2009.

Founder Jason Scott and his wife, Shachar, who live in Hoboken, united their love of food with their business acumen and commitment to environmental concerns in the creation of The Taco Truck. Says Jason, “Shachar and I came up with the concept because we fell in love with the food culture in California and Mexico and wanted to change people’s perceptions of what authentic really is.”

As for their personal favorites, Shachar picks either the carnitas taco with fresh green tomatillo salsa with added guacamole and queso or the frutero salad with added pescado; Jason goes right for the costilla torta with Oaxaca cheese. Hmmm. But that pollo asado taco with chipotle salsa and added guacamole is mighty tasty, too.

Call it the “van with a plan” –initially, the goal was to take the truck into Manhattan and set up a brick and mortar location in Hoboken. Manhattan regulations proved complicated, so the truck began in Hoboken and still serves as a mobile marketing tool and brand ambassador.

“It was really challenging at first,” says Jason, “but we stuck to our guns.” Still, he notes that other trucks have come and gone. “The hardest thing about being on the truck is the weather,” he adds. “You’re always battling the temperature.”

Located at 62 Newark Street, the Taco Truck shop opened in July 2010 and is a further expression of the team’s green concept. They recycled over 90% of the demo waste in the creation of the LEED-certified shop. Other eco-friendly features include plyboo cabinets, pressed paper tabletops and insulation made of recycled denim and cellulose. Nearby deliveries travel by bicycle; all of their packaging is either compostable or biodegradable. And they’re the only restaurant in Hoboken that currently composts their food waste.

The Taco Truck team actively uses social networking sites not just to build a buzz and keep customers updated as to locations and specials but also to respond quickly to issues.  For more info, visit thetacotruck.com.

The Cinnamon Snail

Like a groovy valentine, the Cinnamon Snail came to Hoboken on February 14, 2010. It’s the first vegan, organic truck in the country, and Chef Adam Sobel exudes good vibrations. He’s steadfastly committed to local, organic components as well as eco-friendly practices and packaging.

For Sobel, though, the goal is more trucks. He could have opened a brick and mortar restaurant years ago, he explains.  “That’s not really exciting to me. Despite the hassles, this is a real adventure every day.” The mobility of the truck allows him to serve many different communities and interact with all of his customers. “I wanted to bring this food to the street and turn people on who aren’t eating vegan now,” he adds. “They might just start out with the pastries and eventually try a sandwich. Slowly they become more open-minded and attuned to this non-violent form of eating.”

But Sobel’s not evangelical. “It’s about the food. If customers want to open their minds and transform their lives, that’s awesome. But if they just enjoy the food, I still love it!”

He’s a man of seemingly boundless energy. His days begin at 3am or earlier, and despite the long hours and the commute from his home in Red Bank, Sobel takes it all in stride. “I honestly have no gripes about this job,” he says, pointing to the view of the Hudson River and the Manhattan skyline. “I wouldn’t want to be anywhere else.”

Like the others, he uses Facebook and Twitter to keep customers updated on locations and specials. But he stays pretty near 1^st or 2^nd and Sinatra Drive. “I don’t want to make it more complicated by being in a different spot every day.”

Often times, it’s his devoted fans helping him find that elusive parking spot. Sobel calls them his parking angels. And the crowd gathered at his truck can’t say enough positive things about him and his food. The menu changes seasonally, both to adapt to availability of ingredients and to keep it fun for Sobel and his customers. With offerings like a breakfast burrito with scrambled tofu, refried beans, pico de gallo, and avocado or the porcini mushroom seitan burger with white truffle mayonnaise, caramelized onions and arugula, you’ll never miss the meat – but don’t miss those desserts! And Sobel’s personal favorite? The Thanksgiving sandwich or the Korean BBQ seitan, and definitely the Cinnamon Twist for dessert.

The Snail may have been dormant for a period of time over the winter but will be back in town this March.  And snail lovers can look forward to this: by summer, Sobel aims to have the truck in Hoboken earlier and on more days. Go to cinnamonsnail.com for updates.

Vito’s Lotsa Pasta

Boasting deep local roots, Vito’s Lotsa Pasta made its debut in Hoboken in July 2010. It’s owned by Hoboken Police Officer Vito Gigante and his partner, local contractor Anthony Morin.

Gigante was born in Hoboken, and even though he’s a member of the city’s Tactical Task Force, he still finds time to work on the truck every now and then.

“Going through school, I always worked in restaurants,” says Gigante, noting that his mother’s family had been in the business. “This is a stepping stone so maybe sometime in the future I can open up a restaurant.” His goal is brick and mortar: “One truck is more than enough – it’s a lot of work.” Especially, he notes, juggling family responsibilities, a full-time job, and the business.

But why pasta when there’s already so much here? “It’s quick,” he notes. “It’s geared more for people who get in late. They can get a home-cooked meal from the truck.” The truck offers healthy options, like whole wheat and gluten-free pastas, while adding soups and sandwiches to their ever-expanding menu.  And, unlike the other trucks, Vito’s delivers!

“Don't underestimate our food. We’re adding new meaning to ‘food from a truck,’” says Gigante. “Our recipes have been passed down from generation to generation, and our dishes are phenomenal! You won't be disappointed.”

His personal favorite is the rigatoni with meat sauce, but the real surprise may be the linguini with red clam sauce—the linguini is al dente while the flavors are completely balanced, with large pieces of tender clams to boot! Go to vitoslotsapasta.com to build your own favorite.

Two Pitas in a Pod

Two Pitas in a Pod – the greenest truck, quite literally – landed in Hoboken in September 2010. The truck, autographed by celebrity chef Tyler Florence, is owned and operated by Co-Pitas and long-time friends, Chef Scot Sherwood and Athos Kyriakides, both originally from Wayne.

The Pitas got into the truck business for the love of the food itself. “We’d drive into New York City to Mamoun’s to get a $2 falafel but we’d pay a $6 toll,” says Kyriakides with a laugh. “There’s not enough falafel in New Jersey. We were initially targeting brick and mortar, but the start-up costs were less for a truck.”

As a mobile unit, they can’t get deliveries and have to go shopping themselves; however, this allows them to take care sourcing their ingredients and supports their emphasis on freshness. Says Sherwood, “Fresh means fresh! We work hard to make a great product.”

Their goal is clearly brick and mortar.  “You need a home base for the truck and then take it from there,”  says Kyriakides, but he adds, “We don’t want to be as big as McDonald’s because of the quality issues.”

They agree that in addition to the falafel, which is their bestseller by far, one thing that sets them apart is their lamb. “It’s unique, a very special blend of spices,” says Kyriakides, “and there’s our toppings!” The meat dishes are accompanied by pickled beets, curried carrots and their signature jalapeno-ginger chutney. “You won’t find them anywhere else. We made them up ourselves.”

And then there are those frites! The pod frites, topped with feta, lemon, and parsley, are delicious, but save room for the truffle frites – the warm, earthy, and enticing scent wafts even through a closed bag.

There are suddenly loads of falafel and hummus joints popping up in Hoboken, but the Pitas welcome the competition. They even want to set up a five-way falafel throwdown!  Check out twopitasinapod.com for the latest specials, schedules and locations. And their tweets are hilarious!

Fast Cooking

Owner Sayed Gomah (Ali’s just a nickname) has been serving Hoboken for 15 years, but Gomah explains that the truck has been here even longer than that. He’s here, year-round, from Monday thru Friday near the Main Post Office usually from 6am to 4pm and comes all the way from East Brunswick each day. He knows all of his regular customers by face and remembers their orders although he admits names aren’t as easy.

Gomah welcomes the new arrivals. He has given advice to the others and won their praise and respect. Adam Sobel could be a role model for many, but Sobel points to Ali as his personal role model, “Ali is the sweetest creature on the planet. He’s what I aspire to be -- friendly, hard-working. I give him a lot of respect.”

“There is absolutely business for everybody,” says Gomah. “They’re trying to make a living, you know.”

So what about a move to brick and mortar? “You always have the idea, but right now, I’m happy doing this because I love the people and the place,” he says and smiles.  “If you are content, why try something else?”  Stop by Ali’s and order right from the truck, or give him a call at 201-647-8740.