Since opening in Southern California in 2022, TMK has moved through different places, different eras, and different versions of itself. What began as a bright orange and blue vegan food truck in California later grew into a community gathering place on Maui, and now continues in Bozeman, Montana as a Great Outdoors-inspired food truck experience rooted in plant-based comfort food, national parks, travel, and storytelling.
The look has changed. The setting has changed. But at the heart of TMK, the same things remain: community, vegan values, meaningful connection, and the belief that food can bring people together.
Here, Tabay reflects on the transition from what TMK was, to what it is now, and why the journey here matters.
When you look back at the original version of Tabay's Mindful Kitchen in California, what did that version of the business represent to you?
The early days of Tabay’s Mindful Kitchen in California were the foundation for our entire journey. Besides being my first experience in fast-paced foodservice, opening TMK in California represents the transition from being in the community to being part of the community. Being able to play a role in my community and contribute something meaningful has shaped everything that followed.
What was the original TMK brand identity like?
The original brand identity was always a reflection of my own identity, as it is to this day. Back then, it shifted from time to time. Our location, customer base, and my own life direction have all inspired what the brand has been. Although the wrap didn’t change until this big rebrand, the way we presented ourselves flowed to match whatever “era” of Tabay’s Mindful Kitchen we were in. It’s had 60’s surf town energy, taken a groovy turn to disco (to the point where I delivered food to customers on roller blades while wearing bellbottoms), and absorbed the island vibes and aloha spirit from our Maui days. The biggest part of our brand back then, however, was the truck design. The bright, iconic, orange and blue truck wrap was the center of our brand, just picking up additional bits and pieces along the way.
Looking back now, what parts of the original TMK still feel true to the brand today?
The two biggest pieces of our original brand that have remained through this change are our community and vegan values. They might have even strengthened in the process.
Community was always a huge part of who we were and what we did. Giving people a great experience and making meaningful connections was our thing, and that’s what turned customers to family. With our new identity, community is even stronger than before! Tabay’s Mindful Kitchen is meant to feel like a gathering place where visitors connect with us and each other around a table of great food.
We started out as “the vegan truck” and being the plant-based establishment people turned to was a big part of who we are. Being vegan has always been, and will always be, our core identity, but now we get to share that in an even more intentional and engaging way. I also feel like being rooted in plant-based cuisine ties nicely into our new identity, since being vegan is a sustainable choice that helps in the efforts to protect our vital ecosystems and preserve the wild places that replenish our spirits.
When TMK moved to Maui, how did the business change? Did the food, customers, energy, or daily rhythm feel different there?
When Tabay’s Mindful Kitchen moved to Maui, a lot changed. We went from a mobile truck to becoming a standalone that never moved once. We went from fluctuating rhythm at events and regular service to constant traffic at our one spot. We got to take what we learned from California and apply it to our new environment. There was a lot of experimentation with new menu items and daily operations. What stayed the same from mainland to Maui was the community. Different faces, but same connection. People coming for a meal and leaving as a new friend.
What did Maui teach you about running the food truck or connecting with customers?
Our time on Maui was a time of growth, personally and for the spirit of Tabay’s Mindful Kitchen. Higher tourist traffic expanded our reach, and the resident crowd deepened our community. We connected with so many people from so many places and got to share the journey together. It was also a time of major change. Changes from moving across the ocean, changes from starting school, and even changes from losing our house in a fire, our time on Maui taught me how to adapt to change, and I learned that even seemingly negative change can redirect your life in the most positive ways.
At what point did you start feeling like TMK needed to evolve visually or conceptually?
The wrap was great in California, but once we moved to Maui, it started to represent us less and less. Although it looked amazing and was iconic, it couldn’t change with the brand. The design featured many of our original menu items scattered across the truck in a mouthwatering display, but as the menu changed and the way we prepared each item, the wrap was no longer the best representation of who we were and what we had to offer. The menu can change, but the wrap always stays the same. I always thought an updated look would be beneficial, but it wasn’t until the move back to the mainland that I knew it was the right time for a refresh. But a rewrap isn’t something you just do on a whim. It has to be intentional. I knew that this would be more than just a menu item photo swap. It was the perfect opportunity to reimagine what Tabay’s Mindful Kitchen could be.
Why did the National Park / Great Outdoors direction feel like the right fit for the brand?
When I opened the food truck at age 16, my identity didn’t go far beyond vegan, wellness, and orange and blue. That was my biggest brand asset. Those were my favorite colors, and a big part of my upbringing. My grandpa had been in the gas station business for over 50 years, and his 76 station in Capo Beach was a core memory for me as a child. I grew up at that gas station, and 76 is his legacy. Naturally, I latched on and Orange & Blue became my thing. But shortly after opening the truck, I had my first road trip experience. It was subtle at first, but that experience would change my life and eventually become part of who I am.
In California, I was still just “the food truck kid” and I would occasionally spend my time off visiting America’s national parks. But on Maui, it started to become more of my identity. I would take more frequent trips to the parks, and these experiences started to shape me as a person. It was also on Maui that I started my first volunteer position with the National Park Service and really committed to this life. As the natural world became more and more of my identity, and as I prepared to move to Montana for school, I knew it was time to refresh the brand, and the great outdoors was the perfect fit.
What did you want people to feel when they saw the new truck for the first time?
When people see the truck for the first time, I want them to feel like they’re at another memorable stop along their journey. Whether they’re on a trip across the country or driving down the street for a quick lunch, I want a visit to Tabay’s Mindful Kitchen to carry the same feeling as a stop to your favorite campground or national park.
What parts of the new brand are you most excited about?
I’m really excited about how well everything has come together. Every little piece and each small detail fits together into a whole new world for TMK. I’ve spent a lot of time making sure everything is thought out and intentional, so it’s rewarding to see it all come into place.
How did the menu change as part of the transition? Did the food itself change, or mostly the way the menu is presented?
As far as menu items go, there haven’t been too many changes. Some new menu items were added, others were removed. So the biggest difference in our menu now isn’t what’s available, but how they tie into the greater TMK experience. Every item is more than just a dish. Each one is part of an adventure where your favorite foods and favorite places come together.
Why was it important for the food to stay familiar, comforting, and enjoyable for vegans and non-vegans alike?
We are a vegan food truck, but our sole focus was never just to cater to vegans. We always wanted to be a place where everyone can enjoy the food they love with none of the harm. I believe if everyone ate plant-based, the world would be a better place. So naturally, I want to make my food approachable for the people who are not yet on that path.
How does the new TMK connect to your personal interests outside of food?
The new Tabay’s Mindful Kitchen brings all my current interests together. Travel, national parks, interpretation, and land stewardship all blend into how I operate the food truck now. I love the natural world with all its wonder, and I’m very passionate about sharing it with others any chance I get. Now, I’m able to do that every day straight from the truck. If I inspire one person to spend time in nature, visit a park, or care to protect our wild places, I’ve done my job.
How does Bozeman fit into this transition?
Tabay’s Mindful Kitchen naturally would have been enjoying its forever home on the beautiful island of Maui. I didn’t move the truck because I thought Maui was bad or there would be better opportunity in Montana. In fact, I dreaded the thought of leaving my Maui ohana. But I knew it was time to go back to school, and the food truck had to come with me. It was my school path that ultimately led to TMK’s relocation. If I just wanted to move the truck, I could have taken it anywhere in the country, but I don’t think there could have been a better place than Bozeman. Besides being my home for the next four years of school, Bozeman just naturally aligns with the direction Tabay’s Mindful Kitchen has taken. It is a beautiful community of people rooted in outdoor living. With such close proximity to the world’s first national park and having its own bountiful host of outdoor offerings, Bozeman is a perfect new home for the new TMK. But there’s another side to it. As I prepared to move myself and my food truck to the area, I was very surprised to find that there was not a single vegan restaurant in the entire city. Being a college town in the year 2026, I knew vegan food had to be more accessible, so I was even more inclined to bring Bozeman the plant-based meals they deserve!
Did moving to Bozeman make the rebrand feel more natural or necessary?
Me moving to Bozeman made the food truck’s move feel necessary, and the rebrand feel more natural. I knew the food truck couldn’t stay behind while I started my academic journey at Montana State University, but the nature of the move made the new brand identity feel less random. Everything came together better than I could have ever planned it.
What does the TMK Conservation Fund add to the meaning of the brand?
The new rebrand is my way of honoring the places that inspire me. The TMK Conservation Fund is my way to give back to those very places. Donating a portion of our proceeds back to parks, forests, and other sanctuaries of nature makes the food truck more than just an outdoorsy experience. It can now have an impact on the places we all love and need to protect.
Were there any parts of the transition that were difficult, uncertain, or scary?
No one said this would be easy. Even without a rebrand, getting a food truck from an island in the middle of the Pacific to California, then managing the long drive north, is a logistical stretch to say the least. But rewrapping the truck, redesigning each little brand element, and creating a whole new visual and thematic identity on top of that is a huge challenge. There were a lot of moving parts involved, but even so, the whole project has been very fun to work on. I feel like the challenge makes the outcome even more rewarding. That feeling of looking back and seeing everything that unfolded to bring Tabay’s Mindful Kitchen to what it is now and getting to say “I did that! That was me!” But also seeing all the risk involved in such a transition and knowing “We made it, and look at the view now” makes the whole thing worth it.
What was the most exciting moment in the transition so far?
The most exciting part of this whole transition for me has been the excitement I’ve seen from everyone who’s witnessed it! Our TMK family from California and Hawai‘i excited to follow along our next chapter, Bozeman locals excited for us to open, and everyone I’ve gotten to work with along the way. I didn’t even formally announce the rebrand and relocation, and people who had seen the truck come into town were already messaging me with so much excitement from seeing the truck and looking forward to having a vegan option in town. There’s been a lot of buildup, a lot of anticipation, so seeing that Bozeman is as excited for Tabay’s Mindful Kitchen to open as I am reinforces my own excitement for this transition.
What do you hope new Bozeman customers understand when they discover TMK for the first time?
I hope when our new Bozeman community discovers TMK for the first time, they will understand what it took to get here. It might not be right away, and that’s alright, but I want people to know that this version of Tabay’s Mindful Kitchen isn’t something that just happened all of a sudden. It’s been a journey years in the making, one step building to the next, each stop bringing us closer to who we are today.
When you think about the future of TMK, what kind of place or experience do you want it to become?
When I go on a road trip, I know I need to visit Petrified Forest National Park. It’s tradition now. I’ve never gone on a road trip without stopping there. I want Tabay’s Mindful Kitchen to be the same way. I want to create an experience that people make part of their travel tradition. I want to be a destination stop for travelers from near and far. And for our locals, I want to give them that same feeling they get when they are making memories on the open road. Even if they live right down the street, I want a trip to Tabay’s Mindful Kitchen to bring them back to their favorite travel experiences.