We had the good fortune of connecting with JoFan Chao and we’ve shared our conversation below.
Hi JoFan, other than deciding to work for yourself, what else do you think played a pivotal role in your story?
I think the most important decision I made was getting my own studio/food truck parking space/optional dine-in place. This was very unusual at that time. Most catering business in Taiwan either choose to open restaurants or being street vendors. I chose to combine these two and created a third option, which I called “Mobile Dining”. After years of signing that lease, I think I was right. Nowadays this kind of business model is very popular among other new-coming food track owners. I also work with independent artist to create a unique visual style for my brand and my studio interior design, which makes our brand stands out from other trucks.
What should our readers know about your business?
My burger truck is called MiniB which is located in Taipei, Taiwan. I like the idea of slider, which is a small bite-size burger that includes all the exciting stuffs. The idea comes from my own experience that there is always some bread left in my plate when I have a burger. MiniB’s slider uses the same amount of meat patty but is made into a thicker shape to fit on a smaller bun. This concept is not familiar with Taiwanese people and there is no other burger place specialize in doing slider in Taiwan so far, but I am passion about introducing this kind of dining experience.
The challenge is that this concept is hard to be accepted here. So our solution is that we also put normal-size burger and wrap as well as other sides on our menu to reach more customers, and recommend slider at the same time.
We make all our patty from scratch with ground beef, pork and chicken, as well as our BBQ and salsa sauce. Unlike most restaurants, we actually go to the traditional market every morning to shop for local and fresh ingredients. Quality is the the most important thing to us. Nowadays people pay attention to what they put into their body and that’s what we also value truly.
It was hard in the beginning but I think we have made a great progress and have a steady customers base now, specially among young families.
We also work with independent artist with our visual, including brand identity, logo, packaging and interior design. The strong black and red color palette makes our truck stands out on the street.
We are very proud of our products and our style.
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Our studio is located in New Taipei City and is very close to one of the best night market, the Lehua Night Market. It’s a huge market opens everyday from 4pm to mid-night, full with all the classical Taiwanese street eats. I go there all the time after work. It’s also great for people seeing and shopping. A true Taiwanese night life experience.
I also love to bring friends who are visiting Taiwan to Xiangshan, which is a great hiking spot next to the famous Taipei 101 building. It’s a great place to see the night view of the city.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I want to thanks my girlfriend Elina, who supported me during my most difficult time. Without her, there will be no MiniB burger.
Instagram: @minibfoodtruck
Facebook: https://www.facebook.com/miniBxbloodydairy/
Image Credits
All photo credits belong to MiniB