Did Lubbock Lose a Piece of Itself When the Schwan’s Truck Stopped Driving By?

Do you remember the Schwan's truck coming by your neighborhood? It was always a special treat to get food from the Schwan's man (I'm sure there were ladies too, but I never had one). From popsicles to egg rolls, mixed veggies to waffles, the Schwan's man brought convenience food, conveniently to your street. And while Schwan's was once a nationwide service, it felt special here in Lubbock for a few reasons.

Read More: How Long To Wait Before Criticizing New Restaurants

Schwan's Came All The Way Out To My Parents' House

We lived in North Lubbock, which for a very long time had absolutely nothing nearby for quick food. We were fortunate to have Mi Taco Village (still there and still amazing) and County Line, the latter being a little pricey/ too special occasion for my family. Getting gallons of ice cream and (my favorite) bagel dogs brought directly to the house was a weekly occasion for celebration. Schwan's service to more rural/ remote areas made it feel like part of the family.

Would West Texas Benefit From Colorado’s New “Tamale Act”?

Read More: Colorado Tamales Now Legal To Make And Sell From Home, Should Texas Follow?

Not Everyone Got Schwan's

I'll be honest, Schwan's could be pretty pricey compared to grocery store prices, and especially compared to making your own food from scratch in lieu of frozen convenience foods. It was the Uber Eats of the day, and like Uber Eats, it was a treat that not everyone had the budget for. If you never got an orange push pop, I wish I could go back in time and give you one; they were pretty dang good.

 Lubbock's Schwan's Trucks Disappeared Before the Company Did

We lost the Schwan's man in 2023, a full year before the service totally went offline. It's kind of wild to think the Schwan's guy was still coming around only 3 years ago, when it very much feels like something lost to my childhood. Schwan's is still an extant company, producing foods we love, but the yellow truck operation is gone for good.

 What Did We Actually Lose?

I think the main thing we lost was the joy of anticipation. You had to wait on the Schwan's truck to come back around and be ready with your order (I have always loved catalogues since I was very small- the bright, enticing pictures, the descriptive type copy beneath). The joy of your dad letting you pick out your favorite popsicles while he stuck by his favorite gallon of praline ice cream. It just felt special, more special than a lukewarm sandwich dropped off on your porch could ever be.