Jonathan Wagner has been around the food industry his whole life. His father founded the Johnsonville Sausage Company and Wagner has been involved with that as far as he can remember. Dain Pool has been around the restaurant business his whole life. His father, Dan, is the CEO of Pool Restaurant Groups. As Pool was working in restaurant consulting, Wagner approached him with the idea for a food truck business that would branch off of the Johnsonville product line.
Pool was reluctant at first, stating the potential “anti-corporate” chic. The duo suggest strongly that they are not corporate, and the Johnsonville product line is merely a base for their current trucks. Part of their effort to do so has been a strong social networking campaign pre-launch, revealing menu items and letting customers pick the final two menu items. Eventually, The Butcher’s Son plans to have 200 trucks across the country, from the original Johnsonville line to Asian, dessert, and burritos.
Why so ambitious? Pool sees the food truck industry exploding the way that the fast-food industry did. There has been virtually no halt in the growing market and sales of food trucks nationwide and now is the time to jump on that. Further, with this combination of food-service savvy and food-making moxie the trucks plan to feature high-quality food at affordable prices. The Butcher’s Son debuted their first two trucks in Dallas and are currently working through the up-scaling phase of the business.