The 2009 food truck origin and the Twitter-marketing era
Big Truck Tacos launched in February 2009 as one of the first significant food trucks in Oklahoma City. Owners Cally Johnson and Kathryn Mathis bought a used refrigeration truck, converted it into a working kitchen, and parked it in different OKC neighborhoods on different days of the week. The operation was technologically savvy for its time — the truck's location and menu were announced via Twitter, customers tracked the truck through the @BigTruckTacos account, and lines started forming as soon as the truck pulled into each day's spot.
The food truck era of Big Truck (2009-2010) coincided with the broader American food-truck cultural moment that was happening in Los Angeles, Austin, Portland, and New York. The Oklahoma City version was substantially smaller than those bigger-city food truck scenes but Big Truck was at the front of OKC's emergence. The trucks built a genuinely loyal customer base of 23rd Street office workers, Uptown OKC residents, and food-curious locals who would drive to wherever the truck was that day.
After 14 months of food-truck operation, Johnson and Mathis opened the permanent 23rd Street location in April 2010. The truck continued to operate concurrently with the brick-and-mortar restaurant for several years before being retired; the original truck is now displayed on the restaurant's patio as a permanent decorative element and is one of OKC's more-photographed restaurant features.
