Reinventing the Classic
Aug 26, 2016 05:57PM
By Daisy Hutzell-Rodman
Time travel back to childhood. Sink your teeth into two slices of white bread slathered with creamy peanut butter and purplish jam, the sandwich staple of sack lunches and after-school snacks.
Can you taste the love? Hungry for more? Many Omaha locals drive over to the Old Market Farmers Market on a Saturday morning for their fix. There’s often a line stretching around the black truck with an orange logo, where customers eagerly await gourmet twists on standard PB&J.
PBJ—Peanut Butter Johnny’s—is the dream and brainchild of John Jelinek. You won’t find Skippy and processed strawberry jam here. Jelinek’s food truck rolls through town selling sandwiches made from many different types of bread, a variety of nut butters, and artisanal jams ranging from spicy jalapeño to exotic fig. He even puts bacon on his sandwiches.
Jelinek isn’t a chef or a well-known restauranteur in town. In fact, Peanut Butter Johnny’s is his first business. Jelinek previously worked as director of sales vendors for Time Warner. He dreamed of owning his own business, and he initially thought about opening a clothing store.
Then he considered opening a food truck, but he wasn’t sure if it would work for him; “There’s already a lot of pizza trucks and that sort of thing, and frankly, they do it better than I can,” Jelinek says.
Jelinek finally settled upon the idea of serving grown-up versions of childhood comfort food. He took the concept and (literally) rolled with it. Not being a chef, he wanted a professional to make sure his vision was as delicious as he imagined.
He contacted Beth Augustyn in the culinary arts department of Metropolitan Community College. Augustyn made a connection with graduate Jarrod Lane, a sous chef at Marks Bistro. The business owner and chef stuck together like…
Jelinek didn’t just connect with Lane. He also connected with chef Clayton Chapman of the Grey Plume, Patricia Barron of Big Mama’s, and chef Paul Kulik of Le Bouillon. Jelinek asked for help from these local culinary giants, and each helped create the specialty sandwiches on his menu.
“What’s great about John is he has a vision but he allows us to create,” says Chapman. “We went to a few tasting sessions to get that to where he wanted it. He’s incredibly creative and able to see something in its finished place much before it's started.”
Peanut Butter Johnny’s opened for business on the evening of Dec. 5, 2015, at a fundraiser for the Nebraska AIDS Project. Over the summer, the truck attended the free Memorial Park concert and fireworks, and the Fourth of July Parade in Ralston. Anywhere the people go, they go.
PBJ serves sandwiches upon sandwiches. And customers can’t get enough. At ConAgra in early July, Jelinek, Lane, and two other employees served 40 orders in little under 30 minutes. “People were telling us they’ve waited over an hour for other food trucks,” Lane says.
Jelinek’s multi-ingredient sandwiches require time and love. Aside from bacon, other dishes feature chicken, and many sandwiches come grilled.
“You can’t go wrong with PB&J,” claims customer Justin Swanson. “I want to support local business owners, plus this is way better than I can make.”
On a sweltering summer day, Swanson saw the truck parked near 90th and Dodge streets. He swung by to support the business (and his bar friend). Swanson is a bartender at The House of Loom, where Jelinek often chooses to spend his free time.
It’s these type of friendships that keep customers coming to PBJ. Chapman says Jelinek’s personality also draws return customers.
“It’s his enthusiasm, it's his drive, it's his passion for what he’s doing,” Chapman says. “You’re just naturally drawn to it.”
“So much of business is relationships,” Jelinek says. “So much of repeat business is relationships. Serving them good food and being nice to them so they say, ‘You know, let’s go back.’”
He wants the food truck community to keep making relationships, too, especially in the wake of new regulations.
“It’s important that we have rules that everyone can live by,” Jelinek says. “Food trucks want to find a way to get along well and be something unique.”
Visit pbjohnnys.com for more information. Encounter