When I came across Jordan’s article about how the label “vegan” can greatly reduce food choices, I couldn’t help but remember a customer at Marco’s taco truck. Last spring, I jumped in to help Marco while his sous chef was away. This led to some interesting observations about how people decide what to eat.
One day, a regular who always ordered carnitas found himself in a bind. We had run out of pork during lunch. I suggested he try the black bean tostadas instead, and to my surprise, he loved them. But the next day, after I labeled the tostadas as “Vegan Black Bean Tostadas,” he immediately reverted back to al pastor, saying he wanted “real food.” It was confusing at the time, but now I see it as a glimpse into our complex relationship with food choices.
As I continued to work at the truck, I noticed a pattern. On days when I labeled our vegan options, sales plummeted. For instance, on unmarked days, we could sell up to 60 black bean tostadas. But the moment I added the vegan label, that number dropped to 25. The cauliflower tacos faced a similar fate. It was as if labeling created an invisible barrier that influenced what people felt they could or couldn’t enjoy.
Three weeks in, I met Carlos, a construction worker who ordered al pastor every day. When he found out we were out of pork, his surprise was evident. I encouraged him to try the mushroom quesadilla instead, and he cautiously obliged. The look on his face when he took his first bite was priceless. He ended up finishing two more and even insisted on keeping it a secret.
Then came “Black Thursday.” A tech conference brought a crowd to the food truck. Due to a mistake in our meat order, we only had vegan items left. I braced for a disaster but was stunned when the food sold out almost immediately. Hungry people were willing to try the cauliflower and black bean options, regardless of labels.
Through these experiences, it became clear that our food choices often reflect our identities. Some customers embraced the food without regard for labels, while others seemed to see their choices as statements about themselves. Older customers, for example, ordered whatever looked good without hesitation. In contrast, younger diners tended to avoid anything labeled as “vegan,” fearing it might diminish their status or identity.
On my last day, I decided to remove all labels. I simply described the food: black bean tostadas with avocado, mushroom quesadillas, cauliflower tacos. The result was astounding. Sales soared, and even Carlos proudly ordered the mushrooms in front of his crew.
This experience taught me an important lesson: often, we hide behind labels that may limit our choices. Sometimes, people just want food that’s good without the pressure of labels defining their preferences.
Research shows this phenomenon isn’t unique to our taco truck. A study from the Journal of Consumer Research revealed that food labeling can affect purchasing behavior and create stigma. It confirms what I witnessed firsthand: hunger can override our biases and lead us to discover flavors we might otherwise overlook.
In our food choices, we need to navigate between our appetites and societal expectations. It’s fascinating how a simple meal can reveal so much about who we think we are, and who we might be if we dared to try something new.
Sometimes, letting go of labels opens doors to new experiences. Just because something is labeled “vegan” doesn’t mean it’s less satisfying; it just challenges our perceptions. The flavors are real, regardless of the tags we assign. As I remember those days at the truck, I realize it’s our curiosity and willingness to explore that truly leads to enjoyment and discovery.
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