Concept Development
Expand your understanding of food, technique and palate. Work with our team of chefs to create costed, scalable recipes.
Empowering Entrepreneurs in Mobile Food
APPLY NOWShare your email address to get more info about our conference:
Instrucktional is an incubator for creative self-starters and food lovers.
WE’VE GOT YOUR BACK, FROM MENU DEVELOPMENT TO TRUCK DESIGN AND BUSINESS PLAN CREATION
Instrucktional is a 24 month incubator for mobile food businesses. It provides entrepreneurs with the tools, skills, and support they need to test their food business concepts and prepare for success in the open marketplace after program completion.
There is no fee to apply or enroll in the program. In fact, all participants are full-time, salaried employees who enjoy benefits including insurance and paid holidays.
Learn More
Truck Design
Develop your own brand identity, including a logo and truck wrap, with the support of a team of designers.
Launch
Gain experience and confidence to run your your own brand.
Entrepreneurs
Bradley Thathiah
Bradley Thathiah, a fifth generation Indian born in South Africa, he decided he wanted to share a dish from his hometown. Raised in San Francisco… Read more »
Bradley Thathiah
Bradley Thathiah, a fifth generation Indian born in South Africa, he decided he wanted to share a dish from his hometown. Raised in San Francisco he worked previously as a graphic designer and administrator when he decided to follow his passion and dive head first into the culinary industry.
Cris Vasconcelos
A native of São Paulo, Brazil, Cris left a successful career in financial management to pursue new opportunities in the world of food service and… Read more »
Cris Vasconcelos
A native of São Paulo, Brazil, Cris left a successful career in financial management to pursue new opportunities in the world of food service and hospitality. He soon landed a role as a cook with The Whole Cart, where he quickly rose through the ranks and went on to supervise several of the company’s mobile food concepts. Cris’ goal for his first mobile food venture of his own is to introduce Northern California palates to the flavors of Brazil.
Ikeisha Fields
Ikeisha was born and raised in Oakland, and strives to represent her hometown in everything she does. She grew up cooking simple but hearty meals for… Read more »
Ikeisha Fields
Ikeisha was born and raised in Oakland, and strives to represent her hometown in everything she does. She grew up cooking simple but hearty meals for herself and her siblings, but only after working for several successful food trucks did she hear the calling to spread her food to the rest of the Bay Area. With Instrucktional, she aims to launch a “west coast soul food bowls” truck with an emphasis on breakfast and brunch classics.
Joonseok Hur
With great passion for food and cooking, Joon started his service industry career in 2002. Intrigued by making people happy over dining tables, Joon and… Read more »
Joonseok Hur
With great passion for food and cooking, Joon started his service industry career in 2002. Intrigued by making people happy over dining tables, Joon and his brother operated a Japanese restaurant and a Korean restaurant in San Francisco for 16 years.
Joon stepped away from his restaurant in 2017 to take care of his newborn daughter. During his time away, he found himself spending time thinking about new concepts while trying not to miss any moments of his daughter growing up.
In 2019, he joined Off The Grid as an Instrucktional entrepreneur with the concept of casual comfort Korean food. As a Starwars fan, he refers to himself as an Instrucktional padawan. Joon is planning to create Be-Bop, a Korean bibimbap truck.
Matthew Driscoll
Matt first learned his passion for pizza making 20 years ago and has been an active pizzaiolo for 15 years in Santa Cruz, CA. He’s… Read more »
Matthew Driscoll
Matt first learned his passion for pizza making 20 years ago and has been an active pizzaiolo for 15 years in Santa Cruz, CA. He’s also been doing dough acrobatics since 2010, when he competed in the World Pizza Games for the first time. He’s worked for Pizza My Heart and was the head pizzaiolo in the Northern California region for Whole Foods Market, which sent him to compete at the World Pizza Games and International Pizza Challenge from 2010-2015. When not making pizza he’s running his independent record label called S.A.F. Records and also showcasing his pizza skills on his Instagram page, -The Pizza Series-.
“I’m very excited to be apart of the ITK program and get my concept off the ground and make it become a reality. I hope to gain the knowledge and tools needed to run a successful pizza truck. It’s been a dream of mine for many years to run my own pizza business. So happy that the Instrucktional program exist and gives young entrepreneurs like myself a chance to make their dreams come true.”
Samuel Esquibel
Samuel Esquibel is a relative newcomer to foodservice, but will not have trouble adapting to the work ethic and values of the industry thanks to his… Read more »
Samuel Esquibel
Samuel Esquibel is a relative newcomer to foodservice, but will not have trouble adapting to the work ethic and values of the industry thanks to his years in law enforcement and the military. After deciding that a career making people happy would be truer to his personality, he applied to Instrucktional for help realizing his dream of opening a tater tot truck.
Norma Quinonez
Semilla “Where homestyle flavors and aromas transport you to your grandma’s table.” Norma Quinones was born in Durango, Mexico and raised in San Francisco, California.… Read more »
Norma Quinonez
Semilla
“Where homestyle flavors and aromas transport you to your grandma’s table.”
Norma Quinones was born in Durango, Mexico and raised in San Francisco, California. She inherited her love for cooking from her family visits back to Durango as a young girl. Norma was inspired by watching her mother and grandmother make cheese, chorizo, bread, flour tortillas (on an old-fashioned comal) and salsa from scratch on her grandmother’s farm in Santiago Papasquiaro. Amongst her fondest memories were helping make the traditional stew that filled gorditas and burritos—emblematic of the Durango region. Her traditional homestyle recipes are a part of her heritage, passed down from her mother, her grandmother, and generations before her. Norma’s wish is to share her family’s legacy and bring the traditions of Durangan cuisine to the Bay Area.
Sonja Huang
Sonja Huang, a first-generation Chinese and Taiwanese-American, began exploring her culinary creativity when she adopted a plant-based diet 5 years ago.With a background in event… Read more »
Sonja Huang
Sonja Huang, a first-generation Chinese and Taiwanese-American, began exploring her culinary creativity when she adopted a plant-based diet 5 years ago.With a background in event organizing in the natural food industry and advocacy work to promote a healthier and sustainable food system, Sonja dove head first into the culinary world to share her love for plant-based cuisine and community building.
Growing up in a multicultural household, Sonja pays homage to Asian influences in Hawaiian food through her mobile concept – 100% plant-based Hawaiian cuisine. Embracing the medicinal power of plants and traditional Hawaiian ingredients, Sonja adds a unique twist on classic dishes.
-Sonja
William Lyons
“Growing up in the Bay Area, as a child I used to follow my mother and grandmother’s around the kitchen gaining knowledge on how to… Read more »
William Lyons
“Growing up in the Bay Area, as a child I used to follow my mother and grandmother’s around the kitchen gaining knowledge on how to cook culturally diverse cuisines. This love then blossomed into a full-blown passion when I moved to Louisiana and had to start cooking for myself. Moving down south was a huge culture shock, but I instantly fell in love with the food. I began to learn how to cook my favorite Southern dishes. This then allowed me to mesh California flavors with Louisiana spices to make it my own.”