Small Town Big Flavor, Food Geek Taco Company

Admin
Jul 29, 2017
6 min read

From the first taco and torta, I knew I had found my next segment of Small Town Big Flavor, Go Small with Your Local Dietitian.

As someone who is not only licensed and trained to know about food, but also well versed in the major aspects of foodservice, I recognized the quality service and product. While my husband and son consumed the food at record speeds, I carefully observed. This place was special. It was good. It was quality. It was Food Geek.

I had to get an interview, so I reached out to the owners even before walking away from their restaurant! Fortunately for me, I had the pleasure of meeting both owners, James and Laura Norman, despite their busy schedules of balancing work, life, family, and so much more. As always, my measly outline of an interview turned into an incredible story filled with hard work, values, and family.

So, with great enthusiasm, I welcome to our small lake town, the one and only, Food Geek.

The story behind it all.

1520 Bypass Road Suite C, Heber Springs, Arkansas may be where the deliciousness resides now, but it all started in Southhaven, Mississippi with no postal address, rather a license plate.

At a young age, James learned to cook with his mom, and eventually discovered a talent for grilling meats and doing BBQ. He found himself with the idea and desire to start a food truck. Over time, opportunity smiled on the Norman family, in the form of a camper.

With much effort and hard work, a food truck was built from the ground up, quite literally, considering the camper had trees growing from the ground into the camper when they first started renovating! Every bit of the renovation was done by their own hands, a family working together to bring a dream to reality. James proudly discussed how his grandfather was a big part of the process as he shared pictures of the early days.

Despite a simple start in Southhaven, Food Geek wandered over to the Memphis area and was quite the success. Eventually they found themselves purchasing an actual “truck” in February 2016. Once again, completing the task with their own hands, but this time working side by side with some of their oldest friends. Allen, his wife Laura, and Ricky devoted many long hours, late nights, discussions of the vision, and hands-on work to bring it all to reality. The dedication of each person lead to a perfect partnership as Food Geek moved from camper to truck, showcasing their uniquely crafted menu! With their new sleek look, the mobile masterpiece found itself not only on court squares and at private administrative events, but they stepped right into the 2016 Memphis Most favorite in the category of Best Food Truck. It was a whirlwind from the beginning, quite the adventure.

The story behind Heber Springs.

The Norman family has been visiting Heber Springs for many decades. Heber Springs may be the hot-spot of vacation locations, but the area is quite the place to raise a family. So, from tents to campers, and now calling it their home, James and Laura have loved and desired to raise their family here for many years. When the pieces fell together for them to move to the charming area, they decided to bring the fresh flavor with them.

The saddest part of the story would have to be selling their food truck; but by doing so, the Norman’s were able to start their permanent location on Bypass Road. Officially trading in their wheels and axels for foundation and walls.

The Food Geek we know today, opened the doors for customers of Heber Springs on June 30th, 2017.

The story behind the menu.

Prior to speaking with the owners, one of the most obvious high points was their dedication to quality. Remember how I was observing while my husband and son inhaled their food? One aspect very apparent to me was the messages conveyed without speaking. The messages I saw on the walls consisted of hard work and the history of the family and business. Not only could you see the proud hands who had scraped this building down to the basics, you could see the food truck history in the color scheme and décor choice.

The message I saw in the service, “we are here for you. Do not clean up, let us do the work for you”. I knew before I ever spoke with the Norman’s, they had mastered their craft in their menu, their service, and their establishment, yet never forgetting the simple beginning. They may be quick service, but they are NOT fast food.

And I was right, their menu is unique to them. James has established a network around him, bouncing ideas for tweaks on numerous classic dishes. Each menu item has its own “geeky” twist, even down to the side items and soda choices (more about the sodas later!).

The menu is quite interesting, with a backstory of its own. Originally, Food Geek had started with only TWO sandwiches, the BBQ and the Buffalo. Quickly realizing they would need more choices, tacos were added to the mix. But as mentioned previously, not a single menu item is without a special twist. James has brought inspiration from all types of cuisines, from South American, to Asian, to Mediterranean, and more. Slowly, his menu grew, adding diversity and tantalizing choices. When asked about his favorite dish, James responded, “I really hate that question” as he struggled to pick just one. And after speaking with the Normans, I can tell you why this question is so hard to answer.

Food Geek wants to be the best in every aspect, from the service to the menu, nailing down a true favorite when you have invested so much effort into your craft is quite impossible. James and Laura are proud of the Food Geek they have created, and rightfully so. Knowing they lack a fryer or a freezer, shows their dedication to fresh flavor, making many of the foods from scratch, rather than relying on all pre-made.

And the sodas. As folks who rely on the "Pepsi or Coke" question, we fail to realize some of the most interesting options available to us as consumers, such as Pepsi’s Stubborn Soda.

Now as a dietitian I do strongly believe water is the better option of beverage, but if you are to indulge in a sweet liquid, this soda is a nice alternative to the plain old options. The mantra behind Stubborn Soda, “no artificial sweeteners, no high fructose corn syrup, and no artificial flavors, keeping it simple because it tastes better”.

Now soda is still soda, and moderation of such a treat should always exist, so good luck limiting yourself when the flavors offered are so delish!

Classic Root Beer, Lemon Berry Acai, Black Cherry with Tarragon, Orange Hibiscus, Pineapple Cream Soda, and my husband’s personal favorite, Agave Vanilla Cream Soda. When I say my husband’s favorite, I mean I constantly have to remind the man, it is still soda, so keep to your moderation. I believe he could drink a gallon if I let him!

So even though dining outside our home is usually reserved for special occasions, you will more than likely see my family partaking in the newest edition to Heber. For even the mention of forgetting to meal prep or lacking the desire to cook dinner leads to begging for smoke fusion.

"For those who love food, this is the place to come."

James Norman, Owner

So as always, I have shared the beautiful history and unique story behind this family’s business, I leave you with the “Sartain Selects” for the Food Geek’s Menu.