By Zachary Harmuth
How good is the movable feast served up from the Biscuit Love Truck, an old silver-bullet style trailer Karl and Sarah Worley converted into a mobile short order kitchen last year?
Good enough that on Wednesday afternoon, a crew from NBC’s TODAY show made the trek from New York City to the parking lot behind the McConnell House in Franklin where Mr. and Mrs. Worley usually keep the truck on off days.
The crew filmed the second of a two part series on Biscuit Love Truck that will air on Feb. 1 or 2 on “Marketing Makeover”, a TODAY show segment that helps worthy small companies overcome obstacles of growth that many small businesses face today in America.
The first shoot was in December, a sort of before look.
After that, Martin Lindstrom, a marketing and branding wizard who usually only advises Fortune 100 companies, spent a few days with the Worleys to provide them with a professionally designed website; a short and longterm marketing plan; a new logo and other graphic design; and a slight overhaul to the old trailer, among other things.
“It is hard to start a small business,” said Mr. Worley. “Everything we have done, we have done through blood, sweat and tears.”
The problem, really, is that for a business like Mr. Worley’s to expand, it must spend money on things like a marketing consultant, someone to manage and promote on social media, and someone else to create and maintain a website.
But Biscuit Love, in the 17 months it existed before receiving a few of those things from Lindstrom, had one truck and four employees, including Karl and Sarah (his wife), who works part time and goes to school full time.
Already putting in long hours, the Worleys could niether afford a consultant nor take the time to do any work themselves that was not directly related to the daily running of BLT.
The Wednesday shoot is a look at their business after receiving Lindstrom’s help.
“It has actually made a lot of difference, in just the one month since the consultation,” Mr. Worley said. “What Lindstrom did for us is life-changing, because we never would have been able to afford to pay someone to do what he did for us.”
Biscuit Love Truck might make some of the best food, as in ever.
It is community oriented, too, buying more than 80 percent of its ingredients locally.
“We make our own pickles and mustard,” said Mr. Worley. “But we can’t make honey, because bees do that for us.”
It has always had an ever evolving menu that keeps certain staples, like the Princess (hot-chicken-biscuit-pickle-mustard-honey) but remains flexible enough to put delicious twists on classic dishes.
And it has always tried to partner with, rather than compete against, the other small companies next to where it parks and opens its doors.
It spends Sundays from 10 a.m. to 3 p.m. outside Whites Mercantile general store on 12th Avenue South.
“If they [Whites Mercantile] are featuring a certain cornmeal or grit that day, we will cook it in the truck, too, to help promote it,” Karl said. “It is a small business partnership thing we have been trying to do.”
Biscuit Love Truck spends Saturdays parked at the Franklin Farmers Market, from 9 a.m. to noon.
Mr. Worley is holding off until the weather warms up a bit, then Biscuit Love Truck will really be able to grow.
It seems like a good investment on Lindstrom’s part, and that is likely the point of the show. Some small businesses are unable to reach that first rung of the ladder. Biscuit Love Truck proves a little help goes a long way.
BLT, in the months and years to come, no doubt will continue growing and, as such a community oriented business, will surely, one day, be willing to give back.
Like Karl said about creating partnerships, and helping small companies help small companies:
“It works out for both of us.”
Below is a copy of Biscuit Love Truck’s Menu. It is not necessarily inclusive. The Princess is one of their staples, a cornerstone favorite.
Visit them at www.biscuitlovetruck.com
MENU:
THE EAST NASTY
Biscuit, Buttermilk Fried Chicken, Local Cheddar Cheese, Housemade Sausage Gravy
THE PRINCESS
Biscuit, Nashville’s Own ‘Hot Chicken’, Local Honey, Housemade Pickles and Mustard
THE GERTIE
Biscuit, Caramalized Banana Jam, Houseground Peanut Butter with Pretzel
Crunch, Olive & Sinclair Chocolate Gravy
SEASONAL BISCUITS
Because we are committed to sourcing locally and seasonally, you will find a rotating menu of seasonal biscuit choices.
SIDES
Local Cheese Grits
Housemade Preserves
DRINKS
Charleston Tea Plantation Sweet Tea
Bottled Water
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