The Box, the solitary food truck often parked outside Silsby Hall, is quickly becoming a fixture on campus.
Co-founders Eric Winn ’04 Tu’14 and Mike Parshley Tu’14 are excited that community members have embraced the student-run and student-managed venture over its first month of operation. During an average lunch shift, The Box sells around 150 to 250 meals, Parshley said.
The Box, which serves Mediterranean-inspired food, launched in the beginning of April, after a successful Kickstarter campaign that raised $16,120 from 204 backers, exceeding the $15,000 goal.
The food truck opens its serving window each weekday for lunch from 11 a.m. to 3 p.m. and for dinner from 4 p.m. to 7 p.m., although the enterprise operates on a schedule that will “continue to evolve,” Parshley said. Last Wednesday night, The Box drove to Webster Avenue for its first late-night shift. Food sold out by 1:45 a.m., Winn said.
Operation times and menu items will remain flexible, Parshley said, an approach that ensures customers are satisfied and the business is sustainable.
The food truck’s student-heavy employee base — over 25 undergraduates and Tuck School of Business students work for The Box — distinguishes the food truck from other local dining options, Parshley said.
Executive chef Tyler Harvey said that, during the first week in business, food kept selling out before shifts ended. Harvey said The Box’s managers were pleasantly surprised but had to adapt to meet demand, including simplifying the menu.
The first month has been a learning experience, she said, adding that many aspects of The Box have been modified since its launch given the number of “moving parts” the team had to deal with initially.
Based on the results of the first few weeks, Parshley said he is optimistic about The Box’s long-term future. Ninety percent of customers purchased an entree and additional sides, like pita chips or a chocolate-chip salted oat cookie. The falafel and pulled pork sandwiches are particularly popular, Parshley added.
Next week, The Box will launch a gourmet BLT sandwich and a vegetarian option with mozzarella. The team hopes to introduce salad options for summer, and Harvey said she plans to use produce from local farms.
Harvey said she was pleasantly surprised at how excited students were about the food’s health component, she said.
“I think with awareness of food and different facets of food like environmental awareness and sustainability, people of our generation are a lot more invested in working with food,” Harvey said.
The Box has already found its way into campus tours, as tour guides use its presence to exemplify the relationship undergraduates have with Tuck students.
“We could not be happier with the team we have between Dartmouth students and Tuck students,” Winn said. “They are making this a reality and making this a great experience for the campus, and they should get a lot of that credit.”
Winn and Parshley believe they have created a working environment in which all members feel comfortable voicing opinions and suggestions, they said.
Box employee Cecelia Shao ’16, who has participated in the business since its inception, said workers write down ideas or suggestions on notepads during each shift. Implementing these ideas “on the fly” makes The Box unique, Parshley said.
Shao is a former member of The Dartmouth staff.
Winn said The Box offers a unique opportunity for students to learn about business.
“Spending an hour on the truck, you learn more about how to run a business than any other hour you’ll spend in college, and I think that’s a really powerful opportunity for everyone involved,” Winn said.
Harvey noted, however, that serving food in a truck brings its challenges.
“We’re doing everything from scratch, and it becomes really difficult when you’re not in a brick-and-mortar restaurant to do all the things the way we wanted to do them and also have a expansive menu,” Harvey said.
The Box shares its kitchen with Dartmouth Dining Services, she said.
Thirteen students interviewed were generally intrigued by The Box, but noted some limitations. Many considered The Box’s prices a drawback, since it does not accept DASH or DBA.
“It’s a treat,” Jovalee Thompson ’14 said. “I had it once, and if I’m fed up with DDS, I’ll eat there, but I wouldn’t eat there every day.”
Thompson mentioned a lack of diverse meat options as a drawback.
Cathy Liebowitz ’15 said that while she thinks the truck expands food options and offers an experiential learning opportunity for students interested in business, she finds it more convenient to eat at DDS locations that accept DBA.
Although he would like to sample The Box’s offerings, James Brofos ’15 said that he never finds himself near Silsby during lunch hours.
Monica Erives ’14, who has eaten at the food truck twice, said it is refreshing to get “a prepared, healthy, unique meal.”
Parshley said the team is working to make eating at The Box an “all-encompassing experience.”
“Its about the students making this their community,” Winn said.
