We don’t want a pro sports team with a mega-stadium. We want live music.
We don’t want dense traffic and high-occupancy vehicle lanes. We want
We don’t want crowded, over-priced restaurants with Fancy Feast-sized
entrees. We want epicurean food trucks.
And with the opening of Asada, Greenville now has all of those things.
Take that, Nob Hill.
Asada’s grand opening was during the First Fridays a few weeks ago in
West Greenville’s Pendleton St. Arts District.
“They don’t cook in there, do they?”
“Oh, no, they’re not allowed to. They must cook it somewhere else and
bring it to the truck.”
That was an actual conversation heard waiting in line for a taco
plate. It may be true for ice cream trucks, but not for Asada. I
promise they cook everything right there on-site. Of course, you can
see the kitchen once you’re near the truck, but I could smell the
grill from my art studio a block away.
Roberto and Gina run the truck, and when I say “run” you need to have
seen a food truck to know what I mean. It gets pretty wild in there.
Like any food truck worth its salt (no pun intended), Asada was the
destination that night, and for an awful lot of people. That’s what
food trucks do; they serve the masses, and Asada could have served a
stadium. The difference is Asada did it all without losing the
ability to be sincerely polite and genuinely cool. There’s a very
“Greenville-esque” feel to the attitude Asada has; cooperating instead
of competing. The service was better than many sit-down restaurants,
even when they had to run out to get more tortillas. And yes, it was
worth the wait for tortillas.
Everything was made-to-order, the price was perfect, and the tacos, oh
boy. I love simple food, and it doesn’t get much simpler than
grilled meat on a tortilla with homemade salsa. It was chewy,
crunchy, savory, salty, and totally delicious. Roberto and Gina come
from San Francisco, the heart of boutique cookeries and gourmet meat
shops. San Francisco is a mecca for good food and unique food trucks.
I’m sure Asada would be right at home on the edge of Golden Gate
Park. Thankfully though, it’s here in Greenville instead.
The best food trucks in any city become a destination instead of a
convenience. I’ve never eaten at a good food truck in a boring block
of town. They’re always in the funky areas, the parts of town with
energy and a night life and usually plenty of hungry drinkers.
That’s not normally West Greenville at all. But when Asada opened on
Pendleton Street that night, sure enough, there the people were.
Every parking spot on the street was full (which I’d never seen),
people were laughing as they walked down the sidewalks, and the smell
of grilled steak filled the seedy spotlight of a darker corner of
town. I loved it.
There are some old rules on the books keeping food trucks like Asada
from being Downtown. For now, it’s still virtually impossible to find
food after 11 PM Downtown, even on weekends, and yes, it’s a problem
sometimes. A lot of people are asking the food trucks to come
Downtown, but they simply can’t. I sincerely believe the rules will
change, and hopefully very soon, but until then it’s definitely worth
a short trip to the edge of Downtown Greenville. It’s the 21st
century but the rules for food trucks aren’t yet, But since it’s the
21st century, it’s easy to find Asada wherever they move to thanks to
their social media updates and their website. It’s not hard to find
if you look, and their schedule is very consistent.
Whenever I travel, I hunt for good street food (and I don’t always
find it). Now people coming to Greenville can do the same thing with
Asada. And that includes me, for sure.