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. Thereโs often a line stretching around the black truck with an orange logo, where customers eagerly await gourmet twists on standard PB&J.
PBJโPeanut Butter Johnnyโsโis the dream and brainchild of John Jelinek. You wonโt find Skippy and processed strawberry jam here. Jelinekโs 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 jalapeรฑo to exotic fig. He even puts bacon on his sandwiches.
Jelinek isnโt a chef or a well-known restauranteur in town. In fact, Peanut Butter Johnnyโs 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 wasnโt sure if it would work for him; โThereโs already a lot of pizza trucks and that sort of thing, and frankly, they do it better than I can,โ 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 likeโฆ
Jelinek didnโt just connect with Lane. He also connected with chef Clayton Chapman of the Grey Plume, Patricia Barron of Big Mamaโs, 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.
โWhatโs great about John is he has a vision but he allows us to create,โ says Chapman. โWe went to a few tasting sessions to get that to where he wanted it. Heโs incredibly creative and able to see something in its finished place much before it's started.โ
Peanut Butter Johnnyโs 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 canโt get enough. At ConAgra in early July, Jelinek, Lane, and two other employees served 40 orders in little under 30 minutes. โPeople were telling us theyโve waited over an hour for other food trucks,โ Lane says.
Jelinekโs multi-ingredient sandwiches require time and love. Aside from bacon, other dishes feature chicken, and many sandwiches come grilled.
โYou canโt go wrong with PB&J,โ claims customer Justin Swanson. โI want to support local business owners, plus this is way better than I can make.โ
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.
Itโs these type of friendships that keep customers coming to PBJ. Chapman says Jelinekโs personality also draws return customers.
โItโs his enthusiasm, it's his drive, it's his passion for what heโs doing,โ Chapman says. โYouโre just naturally drawn to it.โ
โSo much of business is relationships,โ Jelinek says. โSo much of repeat business is relationships. Serving them good food and being nice to them so they say, โYou know, letโs go back.โโ
He wants the food truck community to keep making relationships, too, especially in the wake of new regulations.
โItโs important that we have rules that everyone can live by,โ Jelinek says. โFood trucks want to find a way to get along well and be something unique.โ
Visit pbjohnnys.com for more information. Encounter