Food Trucks Boom as Mouths Water on the Streets of Indonesia

Recent years have seen more unique food trucks turning up throughout Jakarta, with proprietors offering one-of-a-kind dishes to stand out by competitors.

Food trucks are a relatively fresh gastronomic concept, having taken America by storm in recent years. right now, they are set to bring unique culinary experiences to the busy, metropolitan life of the average Jakartan. According to the Indonesian Food Truck Association (IFTA), there are 70 mouth-watering food trucks rolling around inside the Big Durian, a number which is usually likely to raise as awareness along with also popularity spreads.

With robust media coverage, city folk are becoming more aware of the metropolis’ mobile munching opportunities. Potential customers can gauge the quality of a truck by counting the number of warm bodies queuing up in front. which said, the presence of food trucks in Jakarta is usually still young. Foodies are still testing things out, with loyalties not yet established.

Food truck owners are trying hard to stand out by the crowd by offering one-of-a-kind treats which can’t be found anywhere else. Ari Galih Gumilang, owner of Jakarta Food Truck, believes maintaining the original concept of the business by the US along with also Europe will do just which.

Ari, who used to be a chef at the Grand Hyatt Hotel Jakarta, started out Jakarta Food Truck with his best friend Anglia Gordyna in December 2013. Inspired by food trucks in western markets, Gumilang decided to sell American along with also European food on the streets. American-style fried chicken along with also grilled beef are some of his customers’ favourites.

Patrons also say their favourite food by Jakarta Food Truck is usually the sloppy joe – a sandwich containing ground beef, onions, tomato sauce, Worcestershire sauce, along with also some other seasonings, served on a hamburger bun. The truck can be found cruising around South along with also Central Jakarta, targeting office workers on weekdays along with also families on weekends. Jakarta Food Truck’s prices range by Rp.15,000 (US$1.33) to Rp.65,000 (US$4.76) per serving.

Elsewhere, food trucks Loco Mama along with also Taco Truck Indonesia have decided to mix things up by cooking zesty Mexican fare at a reasonable cost. Freshly made nachos, burritos, quesadillas, along with also tacos are most definitely on the menu. In which writer’s opinion, the best dish is usually a chicken burrito with all the fixings along with also an ice cold Bintang – or a Corona with lime, if you insist on authenticity (along with also you should!).

If foodies want fusion, Taco Truck Indonesia gets a little more experimental in its approach, along with also attempts to marry its host country with its adopted cuisine. Quirky examples are rendang tacos along with also burritos. which also offers crunchy chimichangas (deep fried burritos) along with also fresh churros for dessert. Prices per dish range by Rp.20,000 (US$1.46) to Rp.35,000 (US$2.56). Aside by Corona, authentic sangria along with also the Mexican favourite horchata are available on the drinks menu.

Andre Tenardi, Taco Truck Indonesia’s owner, says he initially wanted to jump into a culinary business which didn’t yet exist inside the capital. “I chose to sell tacos because Mexican food, which is usually trendy abroad, was hard to find in Jakarta,” he explains.

The Taco Truck moves by one place to another at random times, depending on common demand by food lovers around town. Originally, which served customers in Kelapa Gading, North Jakarta, before moving to Menteng, Central Jakarta, along with also then Kemang, South Jakarta. Currently, Tenardi is usually feeding customers in Pluit, North Jakarta, by 5pm to 11pm.

Another food truck called Machete also serves Mexican cuisine. The chef, Jonaroo K., who studied at Jakarta Culinary Institute, believes street food can be healthy along with also clean. The team behind Machete says they stand out because all their food is usually made by scratch along with also is usually served fresh. They make the tortillas, salsa, along with also guacamole each morning, spending up to four hours alone on preparation.

Retro Gourment Food Truck | Photo Courtesy of Qraved

although interesting food itself will not suffice in attracting customers when there are fierce along with also equally creative competitors afoot. Location ends up being one of the deciding factors for hungry locals who want to visit a food truck. Realtors say “location, location, location” when determining the value of a house. which may be a cliché, although nowhere does which hold truer than inside the food truck business. The place a truck decides to park is usually the most essential factor. which also plays into to the nomadic concept of food trucks. Because Jakarta’s food trucks are mobile, they can execute A/B testing in terms of which places develop the most adventurous eaters.

Publicized locations of food trucks must be updated frequently, along with also many visitors have begun doing orders via social media or a truck’s own website. Food truck festivals are also becoming trendy. Many vendors see festivals as a great way to debut their mobile restaurants. They also create opportunities for a pumped-up evening of sales, as visitors are more likely to buy by them in a festival rather than a stand-alone truck if still unfamiliar with the concept. Local food truck proprietors say tiny-bite portions or sampler menus can be simple along with also effective ways to attract visitors during festivals.

A food truck owner might also want to consider implementing a queue management system to avoid chaos during peak hours. If possible, owners should also provide chairs where hungry customers can sit along with also eat.

inside the end, however, which all boils down to the menu. While treats by trucks don’t need to be novel to be perfect, they do need to be delicious along with also reasonably priced. Joining an association like IFTA or the Indonesia Car Business Organization can also be helpful, as participating owners are sure to get the latest information about food truck festivals inside the archipelago.

All in all, the food truck business is usually growing as Jakarta is usually filled with culinary enthusiasts craving the next big thing. Big-name retailers like Bakmi GM along with also Chatime also plan to enter the food truck business.

While the food truck industry in Jakarta may have tremendous market potential, which’s not without its own set of challenges. Difficulties inevitably include finding proper places to park due to the city’s limited space along with also overpopulation.

Moreover, business owners need to obtain necessary licenses before they can legally operate food trucks. While many proprietors are sure to just start shooting by the hip, legally speaking, food trucks must be registered in accordance with the nation’s Tourism Ministry. Owners have to obtain along with also file an official registration letter with the Ministry, just like any some other restaurant. However, obtaining such a license is usually often difficult, says Jakarta Food Truck co-owner, Gordyna.

“The license is usually hard. We have to fulfil an operation license along with also car license. Our company is usually the prototype because of which kind of license. The government is usually still confused about our business category. We even once were kicked out while parking inside the National Monument [Monas] by the Public Order Agency (Satpol PP),” Gordyna says. She also admits Jakarta Food Truck has not yet been able to obtain a license by the Health Ministry, although which’s inside the works.

“Even though we don’t have a license by the Health Ministry, we develop the license by IFTA, which right now features a standard for food truck cleanliness,” Gordyna explains.