Antoin Safadi owns and runs a food truck, one of many in Sydney's competitive market, but it's the fusion at the heart of his business that sets his business apart.
LemonRose is where east meets west – his food blends American style burgers with Middle Eastern street eats.
“We use brisket, we’ve turned it into a shawarma-style where we smoke it and we’ve added a kebab-style doner into a burger,” he explains.
Antoin’s Jordanian background is a major influence on his cooking.
“I grew up with my mum’s cooking and as you can see I’m not the skinniest person,” he says laughing.
LemonRose's signature dish: the WTF kebab burger. Source: Supplied: LemonRose
During frequent visits to the United States over the past few years, Antoin was impressed with the takeaway offerings and an idea grew to start his own fast food business.
“I decided to go with American and Middle-Eastern fusion, I haven’t seen it around and I wanted to be different; I’m all about being different,” he says.
His food truck name derives from the flavours of childhood.
“I grew up with lemon rosewater, so I put them together and came up with LemonRose,” says Antoin.
But applying for a permit from City of Sydney Antoin learned the process was more challenging than expected. Permits are limited and there are many steps to gaining approval across design and marketing.
To get started, Antoin bought a truck – a vintage 1980 Viscount caravan.
Safadi spent two years fitting out the original 1980s Discount Valiant Caravan. Source: Supplied: LemonRose
“Inside was decked out like the 1950’s, and I decided to try to save money fitting it out,” he explains
A food truck conversion can cost between $40,000 to $300,000 – although the average sits at just over $140,000.
“I didn’t want to spend that much so with the help of family and friends I did it myself, it probably cost me $70-80,000,” he says.
“But it took two years, and I really only wanted to spend one year on it.”
“The exhaust fan had to be specially designed, being a caravan, it’s not a straight top, it’s got a curve so we had to get that custom-built."
Before applying for his permit, Antoin sought out professional help.
“I paid for professional marketing help, which I do recommend because they can put everything that you’re thinking and want, and lay it out in a professional way,” he explains.
“It worked out for the best, it’s exactly what I wanted, and it cost a bit more money but that’s what you have to do sometimes."
Antoin’s truck is now a work of art.
“I wanted my truck to have an artistic feel to it,“ he proudly says.
So it's covered in film mementoes and posters, vehicle license plates and travel souvenirs from trips to America and the Middle East.
Antoin even commissioned the artist Mr. G to paint a belly dancer, with haunting eyes edged in dark kohl.
The belly dancer painted on the outside of Antoin's food truck. Source: Supplied
On a busy day, Antoin can serve 200 serves of his smoked burgers. He also specialises in Jordanian-style donut balls and even a unique ice cream.
“There’s a lot of competition out there. Food trucks have boomed over the last five to six years ... It’s not easy. There are a lot of challenges.”
“But you just have to stick by your quality and being different, I believe, is the key to success."
