Guactruck is Manila's first designer food truck.
They're a staple in New York City, Portland and much of California, turning up in urban centers across North America by the day (at least come summer time): colorful, designer food trucks hawking delicious street food from around the world, from Korean tacos to crispy falafel. Multiple trucks park outside the Los Angeles County Museum of Art on Wilshire Boulevard, and near the startup hub of San Francisco's Mission Street.
Now, the designer food truck phenomenon has spread its wings to the busy streets of Manila, Philippines. Started by Michealle Lee and Natassha Chan, Guactruck opened business recently as the country's first designer food truck. It wasn't easy, they tell me.
"In the first month, most of our customers were foreigners," said Ms. Lee, who hatched the idea after a stint living in Los Angeles to study business. "The Pinoys [Filipinos] were intimidated, even with free samples."
In the spirit of LA's many fusion restaurants, Guactruck provides Mexican-style Filipino dishes. Taking a page from Chipotle's playbook, they offer a build-your-meal plan along a buffet-style assembly line, with everything from soft tacos to burrito bowls stuffed with you choice of delicious Filipino dishes like pork adobo, chicken tocino and garlic rice. The tasty, unexpected blend partly reflects Guactruck's roots in Southern California, which has a rich Filipino and Mexican community.
Guactruck's food is all sourced from local businesses, thus substantially reducing the company's carbon footprint in an island nation.
"It's hard to find Mexican ingredients," Ms. Chan noted. "We made sure the food is more Filipino, prepared in a Mexican style."
This practical business decision—to use authentic, accessible ingredients—dovetails with their abiding interest in sustainability. All of the food is locally sourced, which drastically reduces their footprint in an island nation where much of the food is shipped in from overseas.
Beyond cuisine, Ms. Lee and Ms. Chan aim to innovate with sustainable business initiatives. The truck, a retrofitted Mitsubishi L300, is almost entirely self-contained and comes with LED and energy-saving lighting. They paid meticulous attention to the interior design to ensure all available space was maximized; only a generator sits outside to help power the truck during hours of operation.
The interior is as thoughtfully-designed as the exterior