Late-night cravings are unstoppable forces of nature. To add to its ruthless persistence, the BLT Restaurant Group uncovered its latest development: burgers on wheels. Or in other words: Go Burger. The BLT Restaurant chain expanded its army of brand names by taking their signature menu from BLT Burger to the road. Though the food truck is compact, it hasn't stopped Go Burger from attracting starving New Yorkers to its eye-catching exterior and alluring smell of meat.
The white truck with the giant "Go" stamp on it features a simple menu that's actually more diverse than most street vendors. For the civil businessman, there's an array of grilled certified burgers, topped with fresh vegetables and available in single and double sizes. There's also the option of going the nutritional route and enjoying an all-natural turkey breast burger or farmer's salad accented by feta and oregano dressing. But what's making the buzz at street fairs and foodie blogs, is the Snake River Farms' creation: the Kobe Dog. Topped with apple coleslaw and spicy German mustard, the temporary fan favourite is taking a bite out of the truck's competition.
Owner Jimmy Haber knew he had an opportunity with the intoxicated night crowd (i.e. The Hamptons) and its working. What's even more diabolical is he's using technology to his advantage. Since Go Burger constantly travels from curb to curb, fans of the new street meat can pinpoint the truck's location by checking their website or Twitter page. But if they prefer not to stumble after the moving vehicle, they have the choice to have their cheese fries and chocolate milkshake delivered to their homes. Lazy? Perhaps. Couch potatoes are people too. Besides, the truck is called Go Burger, so it makes perfect sense.
At a Glance
Having eaten at a number of trucks, I thought this was by no means the worst, even if there have been better. One big plus point to be mentioned is that Go Burger is between 10 and 20% cheaper then most you'll find in Manhattan.
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