I suppose I met Eric Silverstein in an unconventional way. I had just moved to Austin and knew that SXSW was about a week and a half out. I really wanted to be in the thick of it but I didn’t know anyone in Austin at the time, so I thought if I worked the event, that’d be a good way to experience the madness of it all. The money was just an added bonus, really. So, I hopped onto Craigslist and under the marketing section I typed “SXSW” into the search bar. An array of Brand Ambassador opportunities flooded the first page. I was open to any and all opportunities, although I had secretly hoped I wouldn’t land a gig where I was required to wear booty shorts and pass out shots of lukewarm liquor and beads to already wasted patrons (although admittedly, it’s not beneath me). So, I sent out my tiny crafted write-up with a photo to several of the email addresses listed. I got an email back from Eric the next day regarding a position with King’s Hawaiian who would be debuting their Food Truck at SXSW. We set up a time to connect over the phone two days later.
The moment he answered I could tell he was distracted. I didn’t take it personally because I realized this guy was in the process of building an army for this proverbial war he was about to enter. The war against weather predictions, the war against botched profit (due to the weather predictions), the war against time, and the war against resources (namely, people). I gave him a little back story about me, and he admitted he was still a little reluctant to hire me for the brand ambassador gig but mentioned he had a catering company he might consider me for. I threw out my Hail Mary and asked, “What’s stopping you from hiring me for the gig?” He answered, “Honestly, I just need someone who’s going to be reliable.” He had no idea at the time that he was telling this to a girl who’s middle name is Perpetually Punctual. I explained (although in retrospect probably wasn’t necessary) that I have a 4.0 GPA in college, I was at a company for over three years, and I have both professional and personal references to back up my work ethic. And just like that, he took a chance on me and agreed to hire me. Two days later, he called and asked me if I wanted to work The Peached Tortilla truck for five days in addition to King’s Hawaiian. Of course I agreed, and the rest is history my friends.
Eric Silverstein is without single doubt in my mind, a complete and utter rockstar when it comes to the Austin Food Truck scene. He’s a mover and shaker, and someone blazing a trail through the Lone Star State. He’s totally on top of his game, and just keeps producing quality after quality after quality. You really couldn’t stop this guy if you tried. His brick and mortar location is slated to open in the fall of this year, and if you haven’t tried the Japajam burger yet (arguably the best burger in all of Austin), you’re falling way, way behind. Our interview is below:
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I see you began The Peached Tortilla back in 2010. Obviously it takes a while to build a customer base. About how long from its opening did you feel like it really took off?
- From a press and publicity standpoint, the business took off immediately. However, from a business and profitability standpoint it took about 2 and a half years.
What’s your motto in business?
- Always stay hungry. When you lose your hunger and you become content, you should get out.
What has been your absolute biggest challenge in running The Peached Tortilla?
- Understanding how to manage and run a business. There are no effective classes on how to run a small business. It is trial by fire. I have had to become more of a people person and identify with my employees. My employees are the lifeline of my business. Without great people, we will not go far. It’s my job to make sure that our people are passionate, happy and motivated.
And the most rewarding part?
- There are a lot of rewarding things about owning The Peached Tortilla. It’s great to see people enjoy our product and to see their passion for our food. It’s also great to be able to support hard working people in our employees. I also feel that we’re adding to the fabric of what makes Austin unique and cool, and that’s exciting and rewarding as well.
Was there something you initially had on the menu that you thought would work but for some reason did not?
- We had these “peach poppers” which were a dessert item on the original menu. They tasted great but were creating a bottleneck in terms of expo/service.
What prompted you to open a brick and mortar location?
- It has been a lifelong dream and I believe it is a natural progression from where we are at currently.
Based on some of my research, I noticed the initial look of The Peached Tortilla truck was a little different than it is today. What prompted you to evolve the design of the brand?
- Brands tend to evolve. I want to continue to strive to put out the best product and be the best brand. To do that, you have to be critical of who you are and what you represent. I just thought we could brand ourselves better.
Your employees clearly play a huge part in The Peached Tortilla’s success – What quality do you look for when hiring new crew members?
- They have to be passionate about food and our brand. They also have to have integrity and be willing to work hard.
Have you experienced the Food Truck community in other major cities? If so, how would you compare their community to that of Austin’s?
- I have not outside of San Francisco and Seattle in a limited capacity. I am good friends and partners with Josh Henderson, the founder of Skillet, a successful Seattle trailer now turned brick and mortar concept. He has opened his doors to me.
What’s your best advice to someone who might be thinking of starting a food truck?
- Be ready to sacrifice a lot. I would advise only those who are single with no kids to do it. And make sure you have operating capital, because you will bleed through cash early on. Other than that, godspeed.
If you could give your child self advice or words of wisdom based on the success you have today and how it relates to your child self’s biggest fears / worries, what would it be?
- Hard work and dedication will take you a long way in life, but you have to be willing to take risks.
The Food Truck Life 