In 2011, "USA Today" noted that food trucks selling pricier food were gaining popularity across the United States, contrary to a common perception that food trucks are typically run-down and found at construction sites. In 2009, "New York" magazine noted that the food truck had "largely transcended its roach-coach classification and is now a respectable venue for aspiring chefs to launch careers." These gourmet trucks' menus run the gamut of ethnic and fusion cuisine. Often focusing on limited but creative dishes at reasonable prices, they offer customers a chance to experience food they otherwise may not. Finding a niche seems to be a path to success for most trucks. While one truck may specialize in outlandish burgers, another may serve only lobster rolls. Food trucks are now even Zagat rated.