Call it over-the-top. Call it cutting-edge. Call it an extreme interactive mobile kitchen. But whatever you do, don't call it just another food truck.
Instead, TRUCK! stands as a traveling interactive performance kitchen, a custom-created piece of equipment conceived by Lake Worth-based Culinary Performance Media (CPM), the company that publishes Florida Food & Farm magazine. Larger than life, the traveling restaurant-sized kitchen is taking live cooking competitions and demonstrations to a new level this winter when it launches in South Florida.
TRUCK! (short for Traveling Restaurant Ultimate Competition Kitchen) debuted in Las Vegas earlier this month. Built on a behemoth, self-leveling, 70-foot trailer, it was created by Cruising Kitchens of San Antonio, Texas, to make cooking competitions more mobile. It even has a fold-out, theater-like stage and an 18-foot interactive media wall covered in HD and LFD screens capable of live demos and broadcasts.
Currently, TRUCK! is based in Palm Beach County and is the largest mobile kitchen the CPM team has ever tackled. According to Ryan Matway, CPM managing partner, at its opening at Vegas' Bellagio,"we've had strong agency interest, and the big brands there loved it."
Adds CPM CEO Daphne Weaver, "We're connecting the dots between digital and social while adding an experiential ingredient that creates an emotional bond for brands."
With two generators aboard, a full walk-in cooler, and an eight-line tap system, it can also be used in disaster relief. "We see TRUCK! as a game-changer in the live culinary event space," says Randall Fisher, president of CREaM the Company, experts in culinary event management.
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Nicole Danna is a food writer covering Broward and Palm Beach counties. To get the latest in food and drink news in South Florida, follow her @SoFloNicole or find her latest food pics on the BPB New Times Food & Drink Instagram.