SXSW 2019: Is This A Real Food Truck?

MarketScale
MarketScale
Mar 15, 2019
Andre Natera Video Geoff Short Video Tyler Kern video

 

Even for someone as plugged in to the local food scene as chef Andre Natera, it can be hard to keep track of all the food trucks in Austin, Texas. After the executive chef at the Fairmont Hotel Austin joined the MarketScale podcast at SXSW 2019, we decided to put his street knowledge to the test.

See just how well Natera knows his city in this game where he must decide whether these food trucks are real or fake.

Listen to the full podcast with Andre Natera, Adrienne Lawrence and Jacob Gordon on Friday, March 15.

ANDRE NATERA

Not everyone has to travel across an ocean to experience SXSW. Andre Natera, Executive Chef at the Fairmont Hotel Austin, walked across town to join the podcast and told us how the city collectively prepared for an influx of tourists. He also gave us a nuanced answer to the ‘local food’ trend and what restaurants consider when deciding what goes into their menu.

ADRIENNE LAWRENCE

SXSW brings together people from extremely varied fields. From music and film to food and technology, expertise comes from just about everywhere. Adrienne Lawrence brings her own expansive background to this year’s conference. As a former sports television host for ESPN and a lawyer, Lawrence brings a perspective that few others can provide on the legal side of sports among other topics.

JACOB GORDON

Technology and music are synonymous with Austin but not often together. Jacob Gordon has changed this with company, Artiphon. Gordon has developed a product that adapts to the way individual musicians play. Users can strum, tap, drum and slide all with one physical device and use Artiphon’s software to edit sound. He explained to us what inspired him to create a new instrument and how it might disrupt the traditional music recording industry.

For the latest news, videos, and podcasts in the Food & Beverage Industry, be sure to subscribe to our industry publication.

Follow us on social media for the latest updates in B2B!

Twitter – @FoodMKSL
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

Follow us on social media for the latest updates in B2B!

Image

Latest

commercial leadership
Why Hotel Performance Depends on Commercial Leadership Across Sales, Marketing, and Revenue
January 28, 2026

The hospitality industry is in the middle of a structural shift toward commercial leadership. Titles like “commercial leader” and “commercial strategy” have gone from buzzwords to necessities as hotels face tighter margins, rising distribution costs, and increasingly fragmented demand. Post-pandemic recovery, accelerated digital marketing spend, and a surge in new supply have forced owners…

Read More
team
Why Treating Everyone the Same Is Hurting Your Team
January 28, 2026

For years, management best practices emphasized uniformity: standard processes, standardized expectations, and treating everyone the same in the name of fairness. But today’s workforce looks very different than it did in the late 1990s and early 2000s. With multi-generational teams, shifting attitudes toward work-life balance, and an increased focus on emotional intelligence, leaders are…

Read More
giving back
Corporate Heartbeat: The Win-Win of Giving Back
January 28, 2026

Corporate giving is increasingly viewed as part of local economic infrastructure—not discretionary generosity. In the U.S., 13.7% of households experienced food insecurity in 2024, impacting millions of working families and signaling stress within regional labor markets. As cost-of-living pressures persist and metro regions like North Texas continue to grow rapidly, business leaders are reassessing…

Read More
setting scope
Crafted Journey How To: Setting Scope, Saving Sanity, and Protecting Long-Term Client Value
January 27, 2026

The independent workforce continues to grow, with professionals increasingly choosing solo and fractional paths over traditional employment. The U.S. Bureau of Labor Statistics reports that independent contractors now represent 11.9 million workers, or about 7.4% of total U.S. employment. Without the structural guardrails of traditional roles, independent professionals must define scope, success, and boundaries…

Read More
Related
Produce distribution
Software & Technology
The Produce Distribution Industry Needs Flexibility, Empathy, and a New Generation of Talent
May 1, 2025
Experts Talk graphic, Carl Udler on QSR connectivity
Healthcare
How Hughes is Powering the Future of QSR Connectivity & Fast Food Tech
March 14, 2025

Quick service restaurants (QSRs) are under increasing pressure to enhance speed, efficiency, and customer experience—all while managing a growing network of digital systems. From AI-powered ordering kiosks to real-time kitchen automation, modern QSRs are more connected than ever. The restaurant AI market was valued at $9.68 billion in 2024, and expected to reach $49…

Read More
77X Frozen Cocktail Series
Healthcare
Benefits of the 77X Frozen Cocktail Series
July 31, 2024

The frozen beverage market is booming globally, but many businesses face challenges in serving frozen cocktails due to traditional equipment’s inefficiencies. The 77X Frozen Cocktail Series from FBD addresses these challenges and provides a seamless business solution. This advanced system eliminates product inconsistency and waste through its closed, sealed design and bag-in-box technology, ensuring…

Read More