Jamie and Greg met while attending Johnson and Wales University in Charlotte. The two formed an instant bond and have done everything from working together in restaurants to Greg being a groomsman in Jamie’s wedding.
The idea for the business came after signing up for The Great Food Truck Race.
“We made it pretty far in the competition, but they didn’t select us in the end,” Greg Williams told Travel Noire. “We decided to just keep the loaded fries concept because we knew it was an easy way for us to get creative with our dishes.”
Becoming one of the hottest food trucks was no easy feat. For years the men worked to get people to accept the name and brand, including catering corporate events serving boxed pasta lunches— so that people could get a taste of their culinary talent.
They eventually made the leap and purchased an old FedEx delivery truck, that they converted into the What The Fries food truck.
“It hasn’t been easy. We can’t tell you how many times we’ve broken down on the side of the road or had fryers go out. But we kept pushing.”
Now, the men are hoping to take their business to the next level by opening the first brick and mortar location. For the last four or five months, both Greg and Jamie have been on the hunt for the perfect location around Charlotte.
Trying to find that “just right” first location has come with its own obstacles. The men have been turned down by landlords who either don’t see their vision or aren’t sold that they can bring in the same business they do for the truck.
“It’s frustrating,” Greg said. “Sometimes I think skin color plays a part in it. We have the credentials and the proof is in our following. It’s only a matter of us getting over this hurdle, and we will be fine.”
Until then, the What The Fries truck will continue to make its way around the city. While the menu changes up often, the best sellers right now are the lobster mac fries and the chicken sandwich with housemade pickles and special yum yum sauce.
The men use their culinary background to brainstorm and create new items. While introducing new things can be a gamble, it always seems to work out in their favor. They are constantly pushing themselves to top anything they’ve already done.
“We’ve received some much love and support over the last few months. Every day we’re seeing new people coming out to try us.”
As for the next five years, the brand hopes to expand to multiple locations and trucks.
We asked Greg and Jamie to offer advice to aspiring Black food truck or restaurant owners, here’s what they said:
“Be ready to grind and just don’t give up. When you have your own business, there will be days when you want to quit. But, there is a light at the end of the tunnel. Once you start seeing the payoff, it will all be worth it.”