"We burn rubber and chipotles” has become a slogan at a Houston taco truck.
Houston (TX) Chronicle
It’s not your typical taco truck
By JENALIA MORENO
Nov. 4, 2008, 7:27AM
Armando Palacios, who owns the taco truck and Tex-Mex institution Armandos, is out to change that image and at the same time attract more of the city’s fine dining crowd to his white tablecloth restaurant.
“Most people won’t even stop at a taco truck,” Palacios said during an event he catered at the Spanish-inspired Caceres development, where townhomes starting at $600,000 were touted to potential buyers, sellers and scenesters.
When Palacios reopened his Westheimer restaurant in 2007, he wanted to do something different with the catering end of his business.
“Catering is so done, the way it was done 30 years ago, when I got into the business,” said Palacios, who recently opened a second restaurant in Seabrook.
“This is a taco truck which we’ve driven to a $5 million home. You arrive, and the truck becomes part of the party.”
Instead of simply bringing chafing dishes filled with taco fixings to a catering gig, Palacios drives his $100,000 truck and cooks food to a client’s order.
Other taco trucks have catered Houston parties.
“We get calls all the time for parties and different events,” said Bruce Olive, owner of Texas Commissary, where owners of 50 taco trucks park their vehicles, clean and stock them. “People want to rent a truck.”
But Palacios’ truck is a more ostentatious version of the typical taco truck.
Just like MTV program Pimp My Ride upgrades clunkers, Palacios “pimped out” a taco truck, giving it a custom paint job.
He promotes the catering truck with the slogan, “We burn rubber and chipotles.”
Texas (Lone Star State Dictionary) • (0) Comments • Saturday, November 15, 2008 • Permalink