Attention all foodies: food truck Yum Yum Thai is making waves on campus.
Parked either on University Avenue by the Grove or in front of Burns Hall, Yum Yum Thai has become an integral part of the campus dining experience over the past two years.
Originally from Thailand, owner and operator Ax Sitthiprasert explained that Yum Yum Thai’s transition from stationary restaurant to mobile food truck was motivated not only by the flexibility of operating from a food truck, but also by high rent prices in Oxford.
“I used to own my restaurant (Pick Thai), and the restaurant stayed in one spot, but with a food truck, you can move around to find a good spot,” Sitthiprasert said. “Because rent was too high, we had to close. When you’re on campus, you don’t have to worry about the rent being due.”
The food truck allows Sitthiprasert to focus on what he loves: cooking. His favorite meals to make are lo mein, fried rice and dumplings. Still, hibachi reigns supreme as Yum Yum Thai’s best-selling meal.
“(It’s) hibachi all day from morning to close,” Sitthiprasert said.
What sets this food truck apart is its interactive nature. Patrons are encouraged to leave their mark on the truck’s white exterior. Yum Yum Thai provides markers for people to add their own personal touch to the dining experience.
“I think it’s cool. I don’t know if it attracts people, but it’s exploded … I feel like making them happy, then I’m happy,” Sitthiprasert said.
Sitthiprasert has also embraced social media platforms like Snapchat and TikTok to connect with customers and showcase his creations.
Sitthiprasert emphasized the role social media has played in attracting a college audience.
“I just do it for fun, like a cool kid. (I) make it funny, and I get views,” Sitthiprasert said.
Like any restaurant, Yum Yum Thai faces its own set of challenges.
“You don’t know how much you’re gonna make in a day. Cooking (is) not a challenge. Making a living? Eh…” Sitthiprasert said.
Landon Wiggins, a junior biochemical engineering major, described his experience eating at Yum Yum Thai.
“That place is so good. They fill up the box like crazy … the sauces are good, too,” Wiggins said.
Sitthiprasert’s plans for the future are simple: Keep the food truck going for years to come. Despite the gamble of owning a culinary business, Sitthiprasert’s passion for cooking shines through.
“If you like what you’re doing, it’s not really challenging,” Sitthiprasert said.
