Traveling Culinary Carnival Goes Viral

I am pleased to annouce that LocalKicks.com has picked up my Fojol article.  Here is the link

Traveling Culinary Carnival Goes Viral
Oct 26,2009
by Michael Clarke 

Photo by FLICKR/dklein/3978272078/ The Fojol Bros of Merlindia built up a loyal following using only social marketing and word of mouth.

Washington D.C.’s latest food craze, a self-described “traveling culinary carnival” on wheels complete with a roving band of followers has gone viral. 

The Fojol Bros of Merlindia (pronounced Fogoal) built up a loyal following using only social marketing and word of mouth. Launched by four out-of-work Obama campaign volunteers on Inauguration Day, the Fojols goal is simple: provide good food, a great atmosphere, and an instant sense of community.

Photo by FLICKR/benmurray/3565758282/ Launched by four out-of-work Obama campaign volunteers on Inauguration Day, the Fojols goal is simple: provide good food, a great atmosphere, and an instant sense of community.

“We wanted to bring adults back to experiencing food. We wanted to create a circus of food,” says Justin Vitarello, known as Dingo to Fojol fans.

Rated as a one of the ten best food trucks in America by GQ Magazine, the Fojol Bros of Merlindia have no permanent location; like a 21st Century speakeasy, they depend on word of mouth for their clientele.  Every day tech-savvy Washingtonians log onto the popular social networking site Twitter to find out where the Fojol’s colorful truck will be serving up healthy meals based on classic Indian recipes including chicken masala, and cauliflower and potatoes.

The Fojols are the ring leaders of their carnival, but rather than spending their time cooking, they have an agreement with a local restaurant (who they won’t name) to provide the food they serve.  For $2, customers get a sample, while $6 earns you a heaping, bio-degradable platter complete with two savory dishes served over warm basmati rice.

The lines can be long, but the brightly painted moveable feast blasts cheerful melodies, and the lively proprietors lay down blankets as “outdoor seating” for their customers creating a unique alternative to the usual D.C. food experience. “A friend wrote on my Facebook page saying the Fojols were close to my office.  I walked down and saw the truck from two blocks away,” said Keith Mellnick, communication director for a local non-profit and new Fojol fan.  “I wasn’t sure what was going on, but I knew I wanted to be a part of it.”

Photo by FLICKR/thisisbossi/3787418030/ The Fojols are the ring leaders of their carnival, but rather than spending their time cooking, they have an agreement with a local restaurant (who they won’t name) to provide the food they serve.

With 2,901 Fojol followers on Twitter and 433 Fojol fans on Facebook, the Fojol phenomenon is a growing family business.  Justin started the business with his brother Adam Vitarello (a/k/a Gewpee), and two friends, Peter Korbel (Kipoto) and Will Carroll (Ababa Du).  “Our mothers were in Lamaze class together,” explains Dingo, a 29 year-old Brown University graduate.  The name Fojol doesn’t have any special meaning; rather it is a graphic designed to look like a smiling mustached face.

The Fojol Bros have cast themselves as modern day showmen, similar to the Ringling Bros or the Cole Bros.  But instead of a big top, the Fojols perform in a reincarnated 1965 bread delivery truck. Wearing paste-on mustaches, vibrant costumes and sequin-adorned turbans, the Fojols look as if they stepped off of a Bollywood film set.  “We wanted to bring the food experience back to the people and bring them together around food,” explains Dingo.

All of this adds up to a viral food truck phenomenon that grows every day.  “Twitter has positively impacted our bottom line. We didn’t want to clog up our website with updates and photos, but Facebook and Twitter allow us to interact with our fans,” says Kipoto.

“Part of the appeal is you want to tell people about the Fojol Bros because that is how you found out about it,” says Mellnick.  “After I ate, I came back to my desk and posted ‘Fojol = love’ as my status update.”

Photo by FLICKR/ardvaark/3498309204/ As the Fojols watch the number of followers and fans grow everyday, they are optimistic about how far their mobile venture can take them down the road.

As the Fojols watch the number of followers and fans grow everyday, they are optimistic about how far their mobile venture can take them down the road.

“We are giving out tickets to our customers for a Fojol carnival in 2014,” says Dingo. The details are sketchy, but the Fojols Bros promise it will be a culinary spectacle for the ages.

Just be sure you are logged-on to find out where it will be.

Contact the writer at mjclarke2000@hotmail.com.

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