A culinary caravan descended on Tiger Lane Sunday, March 23, for the return of the annual Soulful Food Truck Festival.
While the festival came on the heels of another food celebration — Memphis Black Restaurant Week that ended Saturday — its crowd made it clear that patrons had room for seconds, even thirds.
Tiger Lane was transformed into a bustling marketplace with more than 50 vendors, including about 30 food trucks. The festival, organized by Cynthia Daniels & Co. Events, drew foodies from Memphis and surrounding towns as well as from Arkansas and Mississippi eager to experience a taste of the diverse cuisine and unique dishes.
LaRico Cole, who has been carving out a niche in Memphis with his 18 Wayz Wingz & Thingz food truck, said the festival “truly gives us a vision.”
“Many people hear our name and assume we only sell wings, but there’s so much more on our menu — turkey legs, egg rolls, rib tips, Memphis dogs, and even grilled broccoli,” Cole explained. “This event provides newcomers with a chance to explore all that we have to offer.”
Cole said his food truck was inspired by his experiences at festivals as a customer, especially seeing the long lines at the Black Expo in Indianapolis.
“I promised myself that if I ever entered the food business, I would do it differently. Our buffet-style service ensures that food comes out quickly, and even with the longest line, we pride ourselves on maintaining a swift turnaround,” said Cole, who was participating in his third festival.
Jason Gardner, owner of Trap Fusion restaurants and food truck, lauded organizer Daniels’ work with the festival. “Cynthia has been doing an amazing job for years. Regardless of the weather, people come out to support, and it’s fantastic to see,” he said.
With his truck, Gardner noted, “We strive to bring something new every year. This time we showcased our char-grilled oysters paired with our barbeque, and the response has been incredible. The line keeps flowing. We’re trapping, and that’s what we do!”
Beyond food, other vendors offered other wares for sale, such as unique jewelry, T-shirts and handcrafted candles.
Rashad Weathers, owner of Kool Merch, had a stand featuring specialty T-shirts. “We’ve got a variety of graphic tees representing hip-hop, anime, R&B, rock and sports for all cultures and ages,” he said.
“This festival enriches the city’s soul,” Weathers added. “It’s an incredible opportunity for food truck owners to come together in one location, where thousands of people can discover their food. If you’re not here with your products, you are seriously missing out.”
Rain showers were no match for the crowd at Tiger Lane, as the people rushed inside during brief spurts before getting back out to the trucks.
The festival also included musical entertainment provided by DJ Zoom, Dj Sketchz and Ben on the Mic in between performances by Bird Williams, Angie P. Holmes and Courtney Little.
