Society Bakery SA, a cherry red truck equipped with a full-oven and two A/C units, was built by the crew at Cruising Kitchens and can be found at the Boardwalk on Bulverde most weekends.
It’s staffed by Muns’ mother, Chris Sahebjamii, cousins Alex Pamplin and Vicki Hernandez and uncle Ed Solis, all of whom were happy to take on the mobile version of her already popular bakeries.
“(Having them on board) changed everything,” Muns says. “I had staff I could trust, and it would be awesome to see my grandma (who lives in San Antonio) at more than just Christmas and Thanksgiving.”
Society Bakery SA will be one of the trucks featured in the San Antonio episode of the Cooking Channel’s “Eat St.,” which also will film Rickshaw Stop, Say She Ate and Tapa Tapa Truck throughout the weekend. Viewers might get a peek into the secrets behind Society Bakery’s famous giant M&M cookies.
Muns talked about the process of opening a food truck, what flavors San Antonio loves and why she decided to keep business in the family.
When did you decide to open the truck?
December. I didn’t sign a contract until January, but it’d been something I’d been bouncing back and forth since summer of last year. Food trucks had been getting a lot of buzz and it seemed like a really cool, fun thing to be a part of. There are so many pros to owning a food truck versus a brick and mortar space — I couldn’t ignore it. I did more and more research and one thing led to another. I didn’t fall in love with the idea of having the truck in Dallas … it just didn’t work out. My grandma lives in San Antonio and we spend just about every holiday there. Alex, Vicki, Ed and I were sitting around at Christmas and I just threw it out there.
What was training like?
It was my mom and me training them and they’re great, really fast-learning. They’re all foodies in their own right. Vicki’s dad went to CIA (Culinary Institute of America) Hyde Park, so she’s used to being around high-level chefs. Alex is incredibly smart and a faster learner who supported himself working at restaurants and knows what a corporate joint wants from you. Uncle Ed has won trophies for his barbecue in Houston. It wasn’t hard to train them at all. I was learning as we went, too. You’re dealing with a lot of elements … there’s a learning curve.
What’s business been like so far?
We opened on March 30 at the Boardwalk and we would work Friday through Sunday. We didn’t really move the truck. Once we got more confident and daring, we started doing Spurs games during playoffs. It can be a little intimidating to take the truck out, but we got our feet wet. My mom also works the truck. She takes care of all the behind-the-scene stuff. I do the social media.
Have you had to adjust to the truck’s size?
There’s a full bakery in there. It gets really hot. We’ve learned to bake in the mornings and at night or else it would be too hot. We have two A/Cs in the truck which is a luxury, but we’re still pushing 100 degrees and more.
Are there any differences between Dallas and San Antonio clients?
Not really. They’re both adventurous. There’s a ton of excellent restaurants in Dallas and San Antonio that have already given both cities opportunities to taste unique things. In San Antonio, when we first opened, people were coming up with suggestions for the menu. We took a lot of those, including a salted caramel cupcake, that we went over and introduced to Dallas. The truck is kind of a test kitchen.
What are some favorites so far?
Salted caramel. The M&M cookies always sell out. You get a lot of cookie for your money. Italian Cream is a big seller; so is the peanut butter cupcake.
Any new flavors lined up?
We’re about to debut some during the Food Truck Throwdown at the Boardwalk. We’re also bringing some flavors that we do in Dallas that we haven’t introduced to San Antonio yet. I didn’t want to make my whole family quit!