Proving that a 25-year-old animated series can be as edgy, in your face, and proactive as the average French-fried-potato merchant, The Simpsons will serve festival-goers at this year’s SXSW from the show’s very own, Kwik-E-Mart-themed food truck. You’ve heard the phrase “Let’s get busy?” Well this is the branded, wheeled eatery that gets biz-ay. It’s operating in a totally outrageous paradigm (words being drafted into at least 15 SXSW presentations at this very moment) in which the festival’s drunken, taco-stuffed hordes willingly accept foodstuffs from a vehicle designed to look like a store whose inedible, expired, and overpriced wares have been a favorite TV punchline for more than a quarter century. But the truck will also have free Squishees and demonstrations of the Simpsons World app, allowing SXSW attendees to go crazy (Broadway-style) in the streets of Austin while they watch Bart and Milhouse do the same in “Boy-Scoutz ’N The Hood.”
Following SXSW, the Kwik-E-Mart truck will travel to other U.S. cities, joining the many Fleet-A-Pitas and Pretzel Wagons already jamming the country’s mobile-food highways and byways. According to a press release, the truck commemorates the 25th anniversary of the Kwik-E-Mart’s onscreen debut in “The Telltale Head”—though the concept of the Kwik-E-Mart was introduced in “Bart The General,” rendered as “Quick-E-Mart” in a scale model of Springfield. (Boy, really hope somebody got fired for that blunder.) Either way, the truck is the most anyone has strained to celebrate a Simpsons milestone since The A.V. Club did it in January.