Former banking executive Adam York has transitioned from Wall Street to the food truck scene with Destination Burger, bringing diverse global flavours to the events industry.
In the dynamic world of the events industry, innovative ideas and fresh perspectives are always welcome. One story of transformation and ambition is that of Adam York, a former banking executive who transitioned from the corporate corridors of Wall Street to the bustling food truck scene. York, with his food van, Destination Burger, aims to make a name in the events industry, bringing diverse flavors from around the world to eventgoers.
York spent 25 years in the banking industry, culminating in his work on Wall Street with Deutsche Bank. However, a significant career change was always on his mind. “I spent 25 years in banking, and kind of came to the end of my career there and decided proactively that I wanted to do something very different,” York shares. The allure of food trucks, sparked by his first encounter with a street meat van in 2004, stayed with him. “They had queues of people around the block, and the food was awesome. I was like, this is a great business.”
York’s global experiences significantly influence Destination Burger’s menu. Having lived in Tokyo and Hong Kong, he became a self-proclaimed ‘foodie’. These cultural exposures, combined with his travels in Korea and California, shaped the diverse flavours featured in his burgers. “We do a ‘Take Me to Tokyo’ burger, which is a teriyaki-style burger with flavours from Japan. We also have a ‘Queso Burger,’ which is a Southern American burger. Our vegan option is the ‘Cali Dream,’ inspired by my time in California,” York explains.
Entering the events industry
Since launching just over a year and a half ago, Destination Burger is on its way to becoming a notable player in the events catering sector. The food truck has graced numerous high-profile events, ranging from retail events to private functions. These include Cheltenham Races, Star Wars Show at Excel, Comic Con and Salon Privé at Chelsea Hospital.
The transition from a banking career to owning a food truck was not without challenges. York discusses the difficulties of shifting from an employee to a business owner. “Changing from being an employee to being a business owner is a massive change. Working in a banking environment for 25 years, I had lots of skill sets. Some were definitely applicable to running your own company, and some I don’t have, and I’ve had to nurture those.”
He adds: “I’ve had to make mistakes and learn from those mistakes. There’s no safety net. I think that’s one of the main things about being a business owner. I’ve had to drop my ego from banking and start an industry at the bottom and work my way through it.”
One of York’s primary goals with Destination Burger is to create a positive work environment, something he implements through a unique hiring philosophy. “I get to employ the people that I want to, so we have a very strict no ‘dickhead policy’.” This approach has fostered a consistent and dedicated team. “I enjoy the events industry and the people that I employ in the van. We have a consistent team now, most of them working together since we started.”
York’s background in banking also surprisingly prepared him for the fast-paced environment of the food truck industry. “It’s surprising that the food truck is similar to a trading floor. Traders hate it when we’re quiet, and chefs are exactly the same.”
York remains focused on growth and making a lasting impact in the industry. Reflecting on his journey, he notes, “Realising your dreams is hard. It takes a lot of effort, it takes a lot of risk, and I’m really pleased with how the business is going so far.”
York’s transition from banking to the food truck business exemplifies the innovative spirit needed in the events industry. With Destination Burger, he not only brings a unique culinary experience to eventgoers but also inspires others to pursue their passions, no matter how different they may be from their original careers.
