These days, between work, study and parenting, I am
generally doing very well if I know what day of the week it is and arrive home
before 9:30pm.
And while writing crosses my mind once in a while, I have
been extremely busy, studying change...
I know, fancy that, the change addict,
studying change.
It has been so hectic; my daughter even informed me this
week, that she would appreciate at least “one day of parenting” a week.
If your children are requesting parenting, you know things
are bad and your schedule is managing you, not the other way around and so I am
counting down the days until my last exam in about two weeks time.
That and I have also started a new project in the food
truck industry which is adding to my schedule.
And while the industry is relatively large overseas, here
locally, it has barely begun. And I
cannot help but wonder exactly how it will adjust to the South African market,
or rather just how the South African market will adjust to it.
In one of my previous positions much of my marketing work
was to reposition an American social development concept for a South African
market.
You see, South Africans culturally are quite big on slang.
So you see, How are you in South African is ‘how’z it?’ In other country’s ‘how are you’ is ‘how are
you’?
And hey my brother is “hey bru.”
A washroom / restroom is referred to as a ‘loo’.
That’s fine / cool is ‘sharp’. It took me a long time to figure out what
that was because the pronunciation was ‘shap’.
Slang here tends to be highly economical in its usage of
phonetics and generally efficient.
Similarly there are eleven official languages and so if
there are concepts that don’t quite translate, they simply become adopted,
words like tsotsi (street savvy thug), lekker (tasty / great) to mention but a
few.
That said; it brings me a question. What will be the street lingo be for food
trucks? I know; food trucks are food
trucks. But in what markets are they
food trucks? Not the SA market.
I have my concerns about the language of food truck or
mobile kitchen. The streets will never
adapt to lingo like that. Mobile kitchen
is simply too long, food truck conjures up images of a delivery truck with food
and so generally the market will pick up on that and build an association.So we explored a few ideas with my daughter (on my one day of parenting this week) and made a few suggestions. One that we liked and thought had some potential was mobicat which was short for mobile catering unit, not bad - but already a brand, or koscaddy (kos is food in Afrikaans), not bad but maybe a little long. Has a nice ring to it though. And while we explored a few more options, have actually not come to a conclusion on the matter.
That said we do have some concerns. Knowing that ‘how are
you’ is ‘how’z it’ and ‘hey my brother’ is ‘hey bru’, we are concerned that the
shortened version of food truck...
I am not so sure I would like to tell people I work in the
frucking industry. Aside from the
standard reply to that statement which would be; ‘Sweetheart, we all work in
frucking industries’, I myself might have the urge to ask someone working in
the frucking industry whether an average day at work is spent vertically or
horizontally?
It has the sort of sound to it that might suggest most working
time is spent on the back which would be a gross violation of reality.
I mean, can’t you hear it.
‘Where did you get that?’ ‘I got the burger from the fruck on the
corner’.
‘Well which fruck did you get it from, the one with wheels
or the one wearing jeans with the chef’s hat?
Not good people. Not good at all.
I cannot help but wonder why food trucks have less of a
presence in Canada when in the US it is an enormous industry. And the answer is simple. They would be ‘FRUCKS’ there too.
Because driving that thing through winter would be a mission
and when it gets stuck on snow filled roads believe me, it would most
definitely be a ‘Fruck’ and I am quite sure that the ‘food’ in ‘food truck’ has
been adequately replaced with another adjective.
That said, ‘fruck’ is a word that would be easy to place into the market...
no effort at all, and the entertainment value is somewhat high level...
But as a parent, I must conclude that it’s just not a good
idea. Because we will have created the
excuse for children, who when accessing alternative adjectives for expression
and emphasis, will tell us implicitly that:
‘I did not say what you think I said Mom,’ I said
‘Fruck’.
‘You know, Fruck, short for F-O-O-O-O-D truck. Hellooo... where you been, Ma?’ ‘Where you been?’
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