We called it when we said street food champion hot dogs are the latest craze; pizza's got some serious competition coming up. Hot on the heels of ZenDog is brand spanking new Purple Mustard, which threw open its doors at Icon Village on March 2.

If you're wondering about the name, it's a homage to their very own homemade purple mustard; made with whole-grain and Dijon mustard, as well as Jim Beam-soaked blueberries (yes, really), hence the color. Try some of that namesake purple stuff on the Barnyard Dog, with a beef-Guiness sausage, sriracha remoulade and caramelized onions ($9) or as an accompaniment for some fries (from $3.50).