By Lori DeBoer, Co-Owner
If you want to read some pure food poetry, check out the review of The French Twist Food Truck that Matt Cortina, food editor of The Boulder Weekly, recently penned. (Read it HERE). We were thrilled that he fancied our food, but what gave us a big grin is the fact that he totally got what we are doing: serving high-end food from a food truck and, in doing so, defying people’s expectations.
Here’s what he had to say: “I, too, am delighted by it all on paper plates. It’s the perfect presentation for what DeBoer is doing: making accessible what is typically only available here at a high price without sacrificing quality.”
Michael didn’t think twice when Matt showed up at the truck and nonchalantly ordered what seemed like half the menu. Michael was busy cooking. After he had eaten, Matt introduced himself and asked if he could take some photos. By that time, Michael had cleared the board and was ready to talk food trucks.
I was sorry I missed Matt, but it was just as well. I might have wanted to talk writing. I have to point out that his story was really well written. In fact, if I was teaching a magazine-writing course, I’d be tempted to use the review as an example. It’s not easy to convey taste and capture the essence of a meal. It takes a skill set to know how food ought to be prepared and how it ought to taste, then write about it in such a way that it makes readers hungry. I suspect our finest food writers have the ability to operate from both the right and left halves of their brains.
I appreciate the food journalist skill set because I did some food freelancing when I lived in Arizona, including stories for Arizona Highways, PHOENIX Magazine and America West Airlines Magazine. I was also the regular restaurant reviewer for Scottsdale and East Valley Magazines, until Max developed a dairy allergy while he was nursing and I could no longer eat dairy. (Yes, such a thing is possible.)
When I was doing food freelancing, I confess that I hadn’t realized how much of an impact my stories made on the businesses I was covering. So I was startled at the way that the review in The Boulder Weekly impacted our family business. I don’t work the window that much but, in the weeks following the review, I lost count of how many customers had tracked us down because they’d read Matt’s article.
And, get this, two people tried to make reservations.
My husband got off the phone on both occasions and did a happy dance. Because there’s nothing better than having people think your food truck food is so fine that they need to make a reservation to eat with you. That really lifted our spirits.