Coolhaus Branches Out Doggie Style

National, West
Wednesday, January 12, 2011

The Phydough truck premiered at the Americana at Brand in Glendale

Our favorite mobile, architecture-loving ice cream sandwich maker, Coolhaus, has added another truck to its growing arsenal. But this time the treats aren’t for humans. The new truck, Phydough, sells gourmet dog treats, ranging from duckfat-flavored biscuits to foie gras doggie ice cream.

Yes, this is no joke. Coolhaus founders Natasha Case and Freya Estreller started as consultants on the project—overseen by Patrick Guilfoyle, owner of Burbank-based doggie daycare Doubledog Dare Ya, which as far as we know is one of the world’s only dog kennels located in a contemporary-style home—but are now helping to operate the truck as well.

The duo helped design both the truck, a refurbished uniform delivery vehicle whose graphics include paws, bones, and common phrases like “sit” and “no bite,” and they helped come up with the flavors, which also include red velvet cookies, pumpkin pie bake-at-home dough, and cookie dough ice cream.

The truck premiered this past Saturday at the Americana at Brand in Glendale, and will be combing the LA area. Meanwhile Coolhaus now has three trucks in LA, one franchise in Austin, and is now building two to send to New York.

Coolhaus’s Case, who studied architecture at Berkeley and UCLA, said the ambitious company also wants to open trucks in Boston, San Francisco, and even Paris. “Global domination is the goal,” said Case, who we think was only partially joking.

4 Responses to “Coolhaus Branches Out Doggie Style”

  1. Gene says:

    Interesting concept, but can Coolhaus hire designers that don’t bite off of other trucks that are already on the streets? If you don’t believe me, check this out: How can anyone think they can get away with ripping off of someone’s design when the darn thing is out on the road?

  2. Stephen says:

    Cute concept especially for dog lovers as I am. But doesn’t anyone have their own design ideas thesevdays. This is a completely stolen design from the NYC truck Sweetery (fka Street Sweets). Shame on the designers especially since one of the Coolhaus owners studied architecture-SHAME ON HER for e lack of creativity!

  3. Stephan says:

    What an absolute disgrace!!!!!
    I can understand that idiot from the Schnitzel Wagon not having a clue and ripping off the Sweetery (fka) Street Sweets truck, but I would have expected better from Coolhous! How lame to take another trucks design and claim it for your own, are you so starved for ideas that you cannot come up with your own brand id? Phydough/ Coolhause is a fraud, one of the owners has an architectural background, has she ever heard of intellectual properties? I have spoken to the owner of the NY truck and he is beyond angry. It has been suggested to him that he take legal action, and I for one think he should. These woman who own these trucks are as pathetic as they come, develop your own brand and live or die on your own merit, do not steal from another and expect to gain notoriety from someone else’s hard work. BOYCOT BOTH OF THESE TRUCKS!

  4. Dan says:

    I see the point of this being a rip off of the NEw York truck, this Coolhous woman should have know better. If the NY truck were my truck I would make an incredible stink. How could these people in LA be so blind to what is going on in their own business. I believe it was done intentionally, therefore whatever consequences happen upon the LA truck they deserve

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