Launched less than three weeks ago, the Mobile Mug has cast its coffee beans into H-Town's caffeine competition and its popularity is growing. Perched in the Ibiza parking lot weekday mornings, the Clark Cooper Concepts java van is already drawing 70 to 80 customers each day. Owners expect it to grow 10-fold.
Could it be the various coffee offerings, the hot chocolate, the lattes or the macchiato that is stirring such interest? Or could it be the made-from-scratch cinnamon rolls, baked fresh on the Mobile Mug each morning? For my money (I don't drink coffee), it's the cinnamon rolls.
Plans are in the works to build two more Mobile Mugs.
The food truck with its distinctive giant red mug on top pulled up to the CultureMap offices late-morning Tuesday after its regular 7 to 11 a.m. stint at Ibiza. On board was the restaurant firm's director of operations Mark Cantu, who has been escorting the truck to various locations around town.
"We hand roll the dough at Punks and the rolls are cooked fresh on the van," Cantu said.
Personal testimony — they were delish. And they can be ordered in quantity ahead of time for pick up. Perfect for that early morning meeting.
Cantu says that the van is up for hire and inquiries have already been made about renting it for special events. Also, the signage on the van can change to reflect a special occasion or business. Plans are in the works to build two more Mobile Mugs.
You can keep up with the truck's location by following it on Twitter.