The doggy truck: Let's Be FrankApparently, gourmet food trucks are part of the emerging eating trend here in LA. They seem to be popping up in all the major U.S. cities as well. Is it the recession which makes people want to drive around to find low-cost high-end fare meals prepared from a truck? Or perhaps the ubiquity of corporate franchises have people pining for street vendors? Food trucks in LA are easily spotted all over high-traffic walking areas in Hollywood, the beaches and tourist areas.

In downtown Los Angeles, they are easily found parked up and down the streets of ArtWalk, an event held by the art community here on Gallery Row. Or you can just follow their Twitter feed to find where you can grub next.

Because our studio is right in the middle of gallery row, we finish our work day by disembarking our office elevator in the middle of the art walk crowds. Tonight, we decided to pick up some truck food after a late evening of staring at the computer screen. My dinner this evening? A Japanese rice-patty burger from @marked5, carne asada on a stick from @Skewersonwheels and a ice cream cookie sandwich wrapped in edible paper from @Coolhaus.

One thing as I noticed while walking by is that people are willing to buy from the truck, and either share the experience with others based on the food or the brand experience. This culinary twist on the "roach coach" idea depends on branding more than anything else. Visual elements help to support the concept, from the design of the truck itself, to the uniforms, the food packaging and Rock star chefs are starting to jump in on this trend as well as well-known local brands.

A few trending brands are emerging from this grassroots epicurean effort. One of the first to pioneer the mobile trend was Kogi Korean BBQ (@kogibbq) in November of 2008. Mark Manguera dreamed up combining Korean BBQ in a taco. He branded, blogged and Twittered the truck's location, and soon long lines were forming in front of the truck. That's just the start. Fishlips (@Fishlips_Sushi) rolls a sushi bar up to you. And Let's Be Frank (@Letsbefrank) is beautifully designed and serves responsible grass-fed dogs. From Vietnamese to organic delights to Hawaiian shaved ice, you can get almost everything you want on the street in LA these days.

Kogi Korean BBQ truck and patrons

On the flip side, established restaurant brands are going mobile. They've extended their branding to their nomadic experience, by designing a recognizable truck, and making sure to provide dining amenities and service that match their stable locations. Some of those recognized brands in Los Angeles are Mary Sue Milliken and Susan Feniger's Border Grill (@borderGrill) which serves their signature gourmet tacos, quesadillas, ceviches and churros. Another well-known frosted morsel riding around town is Candace Nelson's Sprinkles Cupcakes (@sprinklesmobile) dressed up in a custom-designed Mercedes cargo van.

And more chefs are taking the wheel. Ex-New Yorker restaurateur Erica Cohen and celebrated event planner, Lori Barbera started their own truck concept, Baby's Badass Burgers (@BabysBBS). And for restaurant week in October, where LA becomes fine-dining-gone-wild, five chefs will be driving around a dineLA (@dineLA) truck to serve up a tasting and promote the event.

Here comes the sweets: Sprinkles Cupcakes mobile.

I find this to be wonderful trend emerging from the recession, showing that people can be creative in finding business while feeding a need. The trucks need to depend on communication tools in order to build their brands and to make a buck. And being visually consistent really counts. If they can't be spotted on the street, who'll get to eat? Keep on truckin', LA.