WEST MILFORD — No dining room is no problem for Joseph Van Hook’s new eatery.
Amid coronavirus restrictions, it’s been a benefit that has given the new Eat At Joe’s food truck off Route 23 south near Charlotteburg Reservoir a jump start. Opened for business on June 1, Van Hook’s deep red truck has been met with a constant barrage of motorists seeking roadside sustenance.
“It’s been much busier than I ever expected,” the 62-year-old. “But just about everybody is familiar with this spot and have been waiting for the food truck to come back.”
Among them was 70-year-old John Cochran. The Vernon resident said he was ecstatic to see the familiar blue and yellow Sabrett umbrella beckoning from the side of the highway midday Friday. The umbrella was last seen there in 2015, when the lot’s former owner used the roadside cutout to park a trailer outfitted as a hot-dog stand.
Like the area it sat in, the drab white trailer wasn’t flashy. It was, however, popular.
“This is like a landmark over here,” Cochran said. “I’m so glad. This is going to be a permanent stop.”
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Van Hook, 62, has been manning the truck, making Taylor Ham, egg and cheese sandwiches, pulled pork and hot dogs Monday through Friday from 6 a.m. to 3 p.m. for two weeks. Queues of customers have regularly pushed closing time back, however, and shopping to restock each day has made for some long days on the job, he said.
Van Hook, who lives on an 8-acre farm in town, said he is encouraged by his strong start and the kindness of his clientele. On his second day, Van Hook sold out.
“Everybody’s closed, and we opened. It was a big gamble, but people seem really happy that we’re here,” he said, adding that he’s serving morning commuters packed lunches with so many eateries closed.
Kyle Kuhrt, a 23-year-old from Vernon, stopped Friday afternoon after seeing the truck on his drive past all week. The location is very convenient, he said, adding that he’s been seeing Eat at Joe’s “all over social media.”
The reason is Van Hook’s daughter, Kaylan Van Hook. The 30-year-old purchased the one-acre lot in late 2018 and has been helping promote her father’s food truck and catering business online in recent weeks. The journey to opening the business was a long one, she said.
After negotiating with the former owner and his daughter took ownership of the property, Van Hook spent a year and a half running the state and municipal permitting gauntlet before getting the go-ahead to open June 1.
Van Hook, a patron of the former hot dog stand, it was an exercise in patience and perseverance. With his wife Gail in need of regular attention due to a medical condition, Van Hook said he was set on securing this business and a source of income closer to home.
“I admire him for never giving up on this new journey,” Kaylan Van Hook said. “He’s my very best friend. He’s the glue that holds the family together.”
Eat at Joe’s is open Monday through Friday from 6 a.m. to 3 p.m. The food truck is also due to be open from 7 to 11 p.m. on the last Friday of each month for car-free “bike night.” Proceeds from “bike night” will go to St. Jude’s Children’s Research Hospital.
David Zimmer is a local reporter for NorthJersey.com. For unlimited access to the most important news from your local community, please subscribe or activate your digital account today.
Email: zimmer@northjersey.com Twitter: @dzimmernews
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Eat at Joe's 'landmark' food truck opens in popular Route 23 spot - NorthJersey.com
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