Competing Food Truck Businesses: Exploring the Cutthroat Food Vendor Industry
Revamped and Renewed Lunchtime at Bronx High School of Science
Getting a delicious midday meal on the go isn't just essential for fueling up - it's an integral part of the school's culture. From spicy burritos to savory gyros, food trucks have long been a staple for Bronx Science students. But there's a change in the air. The diverse food truck scene has now shrunk, with all options sharing the same branding: Habibi Halal Express. But what does this transformation mean for these iconic roadside eateries?
Once upon a time, the food truck choices at Bronx Science were simple: Jay's El Gran Campeon, Ned's white truck, Tony's halal cart, and Jerome's down the block. Now, as seniors, some of these trucks have merged under the Habibi Halal Express umbrella, reminiscent of the United States Gilded Age practice of horizontal integration. So, why are these once-independent trucks now operating under a unified brand?
For many students, the food truck experience goes beyond lunch. It's a daily ritual that brings variety to the school day. "I come here almost every day," says Quinn Hurley '25, a regular at the original Habibi Halal Express location on Jerome Avenue. "My favorite is definitely the chicken over rice. It's flavorful and filling."
Some students miss the old days of distinct personalities for each truck. "Now, they all taste the same," says Maxwell Miller '26. "I don't mind because the food's good, but I miss having more options." This raises the question: does the quality of food remain, or does the uniqueness fade when everything is under the same name?
In a city where real estate prices are soaring and space is constantly limited, food trucks provide a viable alternative. They offer high-quality food at a fraction of the cost, both for themselves and for their customers. On average, food truck meals cost 50% less than comparable meals at sit-down restaurants.
But the life of a food truck operator isn't all sunshine and chargrilled meat. Hours are long, and the logistics can be grueling. Each day starts early, with hours spent preparing ingredients, loading the truck, and navigating city traffic to secure a good spot. Weather, traffic, and even a broken engine can shut down a business for days. In New York, vendors face fierce competition and heavy regulation, with only about 5,100 mobile food vending permits available in 2023, according to the Department of Consumer and Worker Protection. Yet there are fourfold the number of food vendors on the streets.
Despite the hurdles, entrepreneurs are turning to food trucks as a way to break into the food industry. Many trucks earn between $250,000 and $500,000 annually, with even higher earnings in high-traffic areas. One such figure in the greater Bronx Science community is Ned, a vendor since 2018. "I wanted a business where I could serve people directly," Ned explained. "Running a truck lets me bring great food to people who are on the go."
Competition grows tougher each day, but Ned acknowledges that joining Habibi Halal Express lets him focus more on cooking and less on worrying about supplies or marketing. "It's a partnership that lets us all work together while keeping our trucks running smoothly," he says. This flexible, possibly even corporate feeling, remains a topic of conversation among students.
As for the future, will independent food trucks vanish and be replaced by the Habibi Halal Express empire? Or will small-time vendors find ways to survive and thrive? Only time will tell. One thing is certain - the food truck scene will continue to shape the lunchtime experience at Bronx Science and beyond.
The Daily food truck selection at Bronx Science, once known for their unique personalities, have now merged under the Habibi Halal Express umbrella, reminiscent of corporate practices like horizontal integration in the Gilded Age of finance and industry.
This consolidation raises questions about the preservation of the food trucks' distinct flavors and offerings while operating under a unified brand, especially as some students feel that the food now tastes the same without the variety of options.
Despite the challenges faced by food truck operators, such as long hours, grueling logistics, and fierce competition, food trucks are an essential part of the school's culture and lifestyle, providing high-quality, affordable food that is a viable alternative in the city's limited space and soaring real estate prices.
Entrepreneurship within the food industry is thriving, as shown by the success of food truck vendors like Ned, who has been operating since 2018 and can earn between $250,000 and $500,000 annually. Such entrepreneurs find food trucks an accessible entry point into the industry, allowing them to serve people directly and maintain a flexible business model.
