I’m headed to Honolulu, HI at the end of the month to launch the website and online marketing campaign for the Joe Aloha Food Truck of Joe Aloha Catering. Mobile lunch wagons have been around for a long time but only recently have they become “hip” by offering more than the standard taco, hot dog and greasy food fare.
Much has been written on the success of KogiBBQ and their reliance on Twitter to share their location and food status with an always hungry group of 42k+ followers. But it’s also their unique melding of Korean/Mexican cuisine that helps build on the buzz. David Chang of Momofuku (superb pork dumplings) in NYC was one of the first to venture into this style by opening Momofuku Ssäm Bar which at one point specialized in Asian burritos.
Joe Aloha will not be serving Mexican or Korean as they stake their reputation on true Hawaiian food that would have been popular 30 years ago and not the typical BBQ and mac salad that has come to represent current day Hawaiian casual food. They will offer an assortment of smoked meats, fresh vegetables and grilled fish on a daily basis at locations throughout Honolulu and the island of Oahu.
The owner of Joe Aloha, James “Kimo” Akaka, has been schooled in fine kitchens such as Luttece but has returned to his roots as the premier caterer of Hawaiian food in Honolulu. His lunch wagon will provide islanders with his fine food 5 days a week so you’ll no longer have to search out events catered by him to enjoy his grindz.
More updates to follow from paradise…
