The chefs and entrepreneurs operating these mobile kitchens rely heavily, sometimes exclusively, on social media to spread the word. Jim Heins, of the popular food truck @LatinBurger in southern Florida, is a prime example. The food truck pioneer—he claims to be the first gourmet truck in the region—attributes all his exposure to Twitter and other social media platforms.
“I’ve never had to make a phone call to get press,” Heins said. “I do all the press interviews myself, and we’ve been able to survive without having to hire a really expensive food truck PR company. My entire being in this company is through social media.”
So far, this approach is working well for Heins. He’s a go-to source for a number of articles and video segments about food trucks.
Heins said @LatinBurger rises above the pack by remaining true to the food. His burgers include peppers and chorizo—ingredients that the Food Network says keep his customers’ mouths watering, as do the pulled-pork tacos.