Let's Get Spicy

 I'm changing. As a person. Even at my age, I am still learning new things about myself. I am learning to do away the old ideas I have lived with for so long. I have learned that your horizons will never be broadened if you're unwilling or afraid to try new things. This applies to everything, but since my life has become entirely about food, I'm thinking about spice.

I was never a fan of spicy food. I always dismissed the very thought of it, saying it made no sense to eat something that caused pain or discomfort. But I am changing and I am trying and it's opening the door to new experiences for me.

I still don't see the point in eating foods so spicy that they endanger my life. I doubt I'll ever do that, but I have opened up to red pepper flakes, jalapenos, and other low-end spicy things that never would have gotten near my plate.

Let's think about this. What are the basic flavor profiles?

Sweet

Savory

Salty

Umami

Sour

Bitter

and last but not least...

Spicy.

You can't live a complete life without experiencing every one of these flavors. You may not like them all. Some people don't like sweets. I do not understand these people. These people are not from the planet earth. I am not big on fermented stuff like sauerkraut or kimchi. I don't hate it, but I am not a huge fan. But I've tried it.

Spicy food gets a bad rap and I think it's unfair. I think we should experience the spice, the sweet, the funk, the salt, and any conceivable combination of all the above. I think it makes us more complete as human beings.

I once read that a mind, once expanded by a new idea, can never regain its original dimensions. I believe the same applies to the palate.

So eat the spice! Don't say no jalapenos, ask for them on the side, and eat them! Even if you don't eat a ton of them. Eat one little piece, then another. Give it a fair shot. You might be surprised.

First and Last Impressions

We took a drive yesterday to a small town about 90 minutes from our house. We went to visit friends and also to check out a tacos and margarita themed food truck invasion and festival. We are in the process of building our first food truck and it's important to check out the competition. Besides, who doesn't like tacos and Margaritas?

To say we were underwhelmed would be an understatement. We were disappointed and fairly disgusted.

There were a handful of trucks and some of the local restaurants set up tables. We picked up food from two of the places and were barely able to finish the food. $70 all told and for what? We had McDonald's on the way home.

The town we visited is new and rapidly growing. It's still a small town with very few restaurants. These restaurants are benefiting from having essentially zero competition. It shows because they make zero effort.

One of the trucks was a barbecue outfit with an attached smoker and a very professional outward appearance. The meat was smoked well but that was where the effort stopped. There was very little attention paid to the rice and beans that accompanied the tacos. Basmati rice, which makes no sense next to a taco, and black beans straight from the can. No seasoning, no effort beyond a can opener and something to keep them warmish.

There were only five items on the menu. I ordered two of those five items and they somehow got my order wrong.

We bought tacos from a stand set up in front of the Mexican restaurant in town. Literally no seasoning on any of the food unless you count an odd, flavorless heat on one of the tacos. We ordered a Margarita, which turned out to be little more than warm lemonade.

Another food truck was Mexican-themed and while I didn't try their food, a friend of mine did and had to stop for a potty break on the way home. Their truck was cute but there was no contact information on the outside of it and they kept their windows, which were covered in the same style of graphics that covered the truck, were closed. This does not inspire confidence.

Another food truck, one selling carnival foods, was plain disgusting. Their side door was open and you could see their supplies piled on the floor. Where's the health inspector when you need the bugger!

I am not simply insulting my would-be competitors here. If I wanted to hurt them, I would post their names and pictures here. I would slam them on Yelp! or other social media. Rather, what I'm trying to do, what I always try to do, is find the lesson in this.

The lesson is that your image, the impression you make, is very important. These small businesses, which are in a very competitive space, decided to phone it in. They made very little effort because they know they have very little to lose. They are the only game in town.

Competition is good for all of us, not just the consumer. I run my businesses as if I can lose everything at every moment. I treat every customer as a precious gem to be treasured. Don't get me wrong, I have fired customers on more than one occasion, but the majority of customers are worth keeping. And if they're worth keeping, they're worth doing your absolute best for.

That means seasoning the food. It means having forks and napkins (the Mexican restaurant told us we had to go to the restaurant to get these things - so much for street food) and salt and pepper and all the other things that make your customers' experience the best it can possibly be.

It means keeping your place clean and smiling at your guests. It means thanking them for choosing you. It means doing things well. It means giving a damn about the people you are there to serve.

We went to this event partially to have a good time, but we were also scoping out the competition. I will admit that I was a little concerned about what I would find, but I left with my confidence soaring. If your competitors look at your operation and feel you're not a threat, you have a problem. I want my competitors to stay up at night worrying about me, because they spend a lot more time in my mind than I would like.

Adolfo Jimenez is the co-owner The Cafeteria Company, HoneyBee Party Rental, and Bubba's Hangover Diner. He and his wife, Abby, invest in small businesses and serve as consultants and mentors to small businesses. Adolfo is the author of several blogs and over seventeen books, including The Successful Vendor.