Beginning with the choice of vehicle, a Mercedes-Benz Sprinter, and continuing with details such as the background music: The Buzina Food Truck emphasizes quality above all else. The concept is a hit. The best proof: The 2014 Lollapalooza music festival in São Paulo. The mobile kitchen sells more than 1000 premium burgers in only 10 hours, although Buzina had only been founded a year before. At least officially. “When we are asked when Buzina Food Truck was established, we always say: 20 years ago! Everyone laughs, but that is the truth!” explains Jorge Gonzalez, one of Buzina’s founders. Marcio Silva, founder number two, adds: “Buzina combines all of our experience which we have gained as chefs, waiters or at sales stalls.” The two definitely have enough experience. Gonzalez and Silva have years of experience working at famous restaurants and hotels around the world, from New York to London to the Basque region in Spain. In the end they wind up in Silva’s home country: Brazil. They first open their own restaurants in São Paulo and then discover a gap in the market: Food trucks.
They realize: In every major city there are food trucks parked on the side of the road, selling their food to the public. But not in São Paulo. Not yet. “Call us crazy, but we thoroughly believed in the mobile concept and simply wanted to try it out”, reminisces Silva. The two have to start from scratch. There are neither role models nor inspiring competitors or even a proven recipe for success for food trucks. The idea is so innovative that not even laws and regulations exist. The goal is also to create a new eating culture on the city’s streets: To-go instead of restaurant service. At the time, people in São Paulo were still used to sitting down and being served. Gonzalez and Silva tackle this challenge with one principle: Quality. From the moment guests join the queue, to the moment they receive their order they have to feel that every aspect of the Buzina Food Truck is intentionally focused on quality.
And naturally, that begins with the basis for every food truck: the vehicle. As Gonzalez explains: “We chose the Sprinter because our business depends completely on the van. We simply cannot afford breakdowns. The Sprinter is very reliable and also handles São Paulo’s road conditions perfectly.” Buzina’s entire concept is characterized by quality: from the background music to the ingredients to the beverages and naturally, the food itself. There are only two conditions: Every item on the menu must fit into a manageable box and be ready within seven minutes. The result is a menu which merges tradition, current trends and personal preferences in the form of sandwiches, burgers and dishes worthy of a restaurant and of being served on porcelain plates. “From the queue outside our Mercedes-Benz Sprinter we often hear an astonished oohs and ahhs, when people see just what we have to offer – yet in the end they still order a burger!”, says Silva with a grin. But even a burger still has to be made well. After selling more than 1000 burgers, Jorge Gonzalez and Marcio Silva look like they have done everything right with the Buzina concept and their Sprinter.