Fauxtisanal Food Truck Alert

Published on Tuesday, March 16, 2010, by Lessley Anderson / Edit Post

A Belgian waffle truck parked near CHOW, believed by employees to be an artisanal food truck, was revealed through investigative reporting to be a franchise operation. Although the truck is operated by a legit Belgian dude, the tasty, yeasty waffles are in fact baked from premeasured dough supplied by Belgian company So Good Belgian Waffles in egg carton-esque containers.

The truck never claimed to be peddling handmade treats. It basked, quietly, in the warm interest of those who assumed it to be a humble start-up operation in the spirit of the Big Gay Ice Cream Truck. This is surely not the last fauxtisanal scheme. Is it?

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POST A COMMENT |6 Comments

COMMENT

  • Wow! Commas fixed. My work here is done....

  • This seems like a sad attempt to get some attention. We've known for years that this wasn't made from scratch, and that the dough was imported from Belgium. The "So Good" website was printed on the truck from day one, it wasn't a secret.

    Also this is a "Liege waffle", completely unique - it's denser than regular American or Belgium/Brussels waffles. The picture has the wrong type of waffle....+READ

    This seems like a sad attempt to get some attention. We've known for years that this wasn't made from scratch, and that the dough was imported from Belgium. The "So Good" website was printed on the truck from day one, it wasn't a secret.

    Also this is a "Liege waffle", completely unique - it's denser than regular American or Belgium/Brussels waffles. The picture has the wrong type of waffle. Just FYI, since there's nothing useful about this "alert".-COLLAPSE

  • Does it really matter whether it's "artisanal" or not? If the waffles are good, they're good, and if they're not, they're not.

  • Although it can happen. Belgian firm and produced this? It seems to me something funny ..
    from http://www.all-auto.ro Bogdan Mihai

  • Alert? This old thread on the San Francisco Bay Area thread from 2007 talks about So Good and the batter coming from Belgium.
    http://chowhound.chow.com/topics/458178

  • Dear CHOW writers and editors,

    Please learn how to use commas.

    Thanks.
    Love,
    VikingKvinna