Oklahoma Joe's drives into the food-truck business.

Oklahoma Joe's drives into the food-truck business 

Oklahoma Joe's drives into the food-truck business.

Page 5 of 5

At the American Royal, crowds continue to slow down when they glimpse the Z-Man truck. A small boy tugs his mother's hand, leading her to the side of the Z-Man. He swings a glowing plastic cone, the kind sold at circuses and fairs, to highlight the comic-book-panel text. "Superheroes," the boy says. His mom explains that the truck holds sandwiches, not crime-fighters. The boy continues to make flying noises.

A few feet away, Carlson is talking about the truck with a small knot of people attending the Oklahoma Joe's party.

"You have to have something that separates you out," Carlson says. "People are taking photos, and they want a story. The truck has to have a cool story."

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