How to start a food truck business and succeed

Share

By Peter Kiefer
October 6, 2020

Starting a food truck business needs some preparation if you want to be successful, and there are many things you should consider before setting off on your new adventure. Read the guide below to find out about the most important issues when setting up your food truck business, including the key administrative procedures and how not to waste money on unnecessary equipment. 

Share

Starting a food truck business needs some preparation if you want to be successful, and there are many things you should consider before setting off on your new adventure. Read the guide below to find out about the most important issues when setting up your food truck business, including the key administrative procedures and how not to waste money on unnecessary equipment. 

1. Starting your own food truck business 

Before designing your food truck, advertising your brand or spending money on anything else, you should know exactly what you want to offer! This is crucial before you come up with a name for your food truck, as a good name can be a key success factor. Ideas such as “Chips & more”, “Beef Eater” or “Grill Instructor” will arouse curiosity and make your potential customers hungry to find out more.  

An interesting food truck name is not only necessary for your logo or website, but also for registering your company with the appropriate authorities. It should also influence your approach to the design and sales strategy, so make sure you spend enough time choosing a name that will help your business grow. 

How should you go about it? 

Brainstorm some potential names, and make a list of the ones you like best. Be creative and let your imagination run wild. After all, you can delete ideas you find too crazy at any time. Once you have chosen a potential name, check with friends or family to see how they react. Marketing experts generally suggest that the best names have six letters, or are two or three-syllable words. Such names are most easily remembered by customers. Make sure you choose words that are connected with the type of cuisine you plan to offer. The name should also be recognizable from a distance, regardless of whether you will be serving regional, Mexican, burger, Asian street food or vegan dishes. Including adjectives in the name, such as “traditional”, “healthy” or “fresh” will catch the attention of potential customers and suggest high quality. 

Watch out for traps!  

If the name you choose has a taken web domain, then unfortunately you should try to think of something else. To avoid misunderstandings and even legal battles, your name should not sound too similar to other brands already on the market. Don’t underestimate the possible negative meaning of your name in another language! You can double check this with the help of translation tools. 

Depending on your target group, or whether you plan to travel to other towns or only sell locally, the name of your food truck could use a local dialect, giving some of your dishes a more local feel. Be careful of puns that could easily lose their original, humorous meaning. Not everyone will see the funny side of names such as “Take a Dumpling”, “In Cod We Trust” or “Jason DonerVan”.  

What if you don’t have a creative mind? 

What if, despite all your efforts and brainstorming sessions, you still can’t come up with a unique name? Will your budget allow you to hire specialists to come up with the perfect name? There are many companies on the market that specialise in developing interesting brand names and slogans. Such agencies can also analyse your competition or target groups and create an appropriate logo based on the findings.  

For further valuable tips on coming up with the perfect name for your food truck, visit our expondo YouTube channel Chef’s Gear.

2. The perfect logo for your food truck 

If you have found the right name for your food truck, then congratulations on making the first step! You now need to create a logo that will reflect your menu, and therefore your whole brand. The logo is a basic element of brand identity that will guarantee you recognition, and should therefore stand out from the competition. So instead of adding another laughing sausage or dancing burrito to the list of existing logos, try to think of something more authentic, otherwise people might mistake you with something that has already been on the market for quite a while and has long gone out of fashion. After all, you want to stand out from the competition, not copy it! 

As with the name of your food truck, your logo should reflect the type of cuisine you will be serving, such as its regional or international style, and above all, it should appeal to your target audience. Quickly designing your company logo on a drawing board or computer, although saving you money now, will not pay off in the long run. The logo will not only be on the food truck itself, but will also be visible on napkins, receipts, leaflets and, of course, on your website and social media profiles. In fact the whole design of your food truck should be based on the style and colours of your logo.  

Should you take on the challenge yourself or get help from a professional? 

If you’re not familiar with vector graphics then you should definitely hire a designer or an agency to help you out. To get the best and most optimal results, present your specific ideas and expectations, and in return you should get some proposals out of which you can then choose your favourite. Professional help doesn’t come cheap – it will probably put you back anywhere between £200 and £2000, depending on the scope. 

However, if you are familiar with basic design software, then it could be worth giving it a go yourself. There are several things you need to consider though. The phrase “less is more” applies to both everyday life and designing logos. Stick to clear but subtle colours, distinctive shapes, and, ideally, only one, easy-to-read font. A good logo should be easily recognisable, both as a small additional symbol and in its main form. The same applies to your logo as a written trade-mark. Adding too many details will not only distracts customers, but also make it difficult to use the logo in various sizes or with different background colours.  

A symmetrically fitted design will give it a uniform shape. Traditional and modern patterns should not mix! Extravagant logos will go well with modern, unconventional food trucks, while for traditional, home cooking, it would be better to go for more standard colours and shapes. However, you have to decide for yourself whether a mobile Union Jack food truck specialising in traditional British dishes sold outside a football stadium will do the trick. Never underestimate the psychological importance of colour in advertising. White and blue are not usually considered as warm colours. They are often associated with purity and innocence, but also with compassion and kindness.  

Your logo on your food truck 

You should design your logo in various formats, not only with the food truck itself in mind, but also other branded elements or social media profiles. The logo should first be created in the form of vector graphics. This format can easily be used for large printed templates, such as stickers or posters. The vector template is then converted into other image formats, which can be used on your website or social media profile. In the case of social media, pay special attention to the appropriate size of posts and profile pictures. A round or square logo is usually better than a string of letters. On top of the colour logo, you should also prepare a black and white version, e.g. for headings, invoices or napkins.  

Be original! 

Don’t get caught up in newly encountered trends! Creating a logo based on how others do it has never been, and probably never will be, a good idea. Your logo should represent your company for many years to come. Hand-written inscriptions may catch the eye, but in most cases they are difficult to understand. Don’t copy ideas from others if you want to avoid legal consequences. Using the symbol of a bitten apple could be too similar to the Apple logo, while a sausage lying upside down should not look like the logo used by Nike. 

Would you like to consult an expert in this field? If so, you might find these video from our YouTube channel particularly helpful: 

3. What equipment do you need in a food truck? 

The general equipment requirements for food trucks are similar to those in the case of restaurants. A well-equipped kitchen is the basic necessity for every cook. Good quality and appropriately chosen equipment is especially important when you need to prepare large amounts of food, for example during rush hours or lunchtime. In such situations, everything must work as efficiently as possible. There are also many smaller appliances that can make a chef’s job much easier.  

Not only efficiency is important here, but also good quality. The biggest difference between a food truck and a restaurant kitchen is the space – or rather the lack of space. These constraints are of key importance when selecting cooking equipment.  

Organise your workplace so that you feel comfortable 

Working efficiently in a confined space means you need to clearly organise all the stages of your work. Start off by considering how you want to store the ingredients, cook the food, and serve your dishes. And for each step, think about how to clean your worktop. The equipment used to prepare your dishes should offer you an optimal level of support. It should, on the one hand, help you cook large amounts of food, but, on the other, be compact enough to leave enough space for working and storing the ingredients. Multi-functional devices work best, as they do the job while at the same time taking up less valuable space, which you can use for cutting vegetables or preparing burgers. It is also a good idea to arrange the equipment in the order in which it will be used.  

A food truck will very rarely be large enough to fit all the necessary equipment, as the interior is the only possible place to store ingredients and products! You should therefore carefully plan the layout and agree to some alternative solutions. Each centimetre should be optimally used. Nothing should get in your way during your work, and all equipment, food and utensils should be properly secured during transport, so that nothing tips over. The rear wall is the perfect place for mounting wall cabinets with a built-in worktop. Due to the limited space, storage cabinets should ideally have sliding doors. Keep in mind that you will have to cook together with two or three colleagues in just a few square metres.  

First choose the menu, then the equipment 

Before choosing equipment for your food truck, focus on what you want to offer. When planning your menu, take into account the potential equipment you could buy and then evaluate if there is enough space in your food truck. A relatively compact sized food truck can be an advantage when it comes to practically manoeuvring on the road, but at the same time a nightmare when it comes to equipping the kitchen. This means that not only the quantity but also the size of the equipment is crucial. Will a standard deep fryer be enough, or will you need a double deep fryer? 

Start off by creating a list of the most needed appliances. The priority for your food truck should be items of everyday use. Don’t save on quality – you will regret this later on! Your kitchen appliances will be working at maximum capacity for many hours at a time, so durability is of utmost importance. Before buying anything, pay attention to features such as user-friendliness and easiness to clean.  

Utility costs, such as electricity and gas, should also play an important role in your choice. While many cooks prefer to use gas, electricity is still needed to operate refrigerators and freezers, as well as various other electrical appliances. Therefore, a petrol or gas powered generator will come in handy. Tip: Connecting the generator to your food truck’s fuel tank will let you keep your products cold and fresh while you travel to your next location.  

Hygiene, and once again hygiene! 

There are many important aspects to consider here. Firstly, your food truck must have at least two sinks with hot water taps. The interior should consist of surfaces suitable for working with food. Stainless steel will work best, because it is easy to care for and looks hygienic. The floor should be made of an easily washable and durable material, such as PVC. The wall should be covered in a surface fulfilling sanitary requirements. A cover made of protective glass will not only ensure a hygienic interior, but also protect your customers from hot fat. Food should obviously be kept away from things such as cleaning detergents, washing materials or dirty work clothes. 

The more food to store, the more kitchen appliances you need 

Customers appreciate a wide choice of items on the menu, but at the same time this can be a real challenge. The wider your offer, the more different types of equipment you will need. The more you can sell thanks to one appliance, the more valuable it will become for your business. Some appliances are multi-functional and can be used to prepare a variety of dishes. For example, smooth or corrugated grill plates are common in many food trucks, and can be used to prepare not only hamburgers, sausages, steaks or fish, but also fried potatoes, bacon, eggs, pancakes, halloumi cheese or vegetables.  

If you are new to the food truck business, it’s better to start off with one or a maximum of two flag dishes, which can be prepared with just a few appliances. Once you get to know your customers’ needs, you can expand your offer, and invest wisely in any necessary additional equipment.  

And don’t forget about the size of your food truck! Food truck owners usually manage to stay within the maximum permitted load of the vehicle, but in many cases they forget about the total weight of all the food they will be carrying, as well as full water tanks, and of course staff. You will quickly feel the extra few hundred kilogrammes, which could lead to a situation where the most important appliances used to prepare food will need to be removed from the vehicle. 

Important cost factors 

When calculating the cost of purchasing the essential equipment, many food truck owners forget about basic things such as cutlery, plates, sauce dispensers, rubbish bins or napkins, all of which also need to be taken into account. Another factor is storing ingredients according to sanitary requirements. When buying refrigerators or freezers, pay attention to their practicality. If you want your customers to see the choice of drinks or fresh salads you have on offer, then a refrigerator with a glass door would work best. 

4. What type of vehicle should you choose for your food truck? 

The heart of every food truck business is the food truck itself! Purchasing the vehicle itself and the main equipment is by far the most expensive part of the investment, so you should carefully consider how much money you can spend on your food truck. Should you buy a used vehicle and then design it according to your needs, or maybe invest in a new one? Will you convert the vehicle into a food truck yourself, or use the service of professionals? Make sure you know the answers to these questions when creating your food truck business plan. 

How much is a food truck going to cost? 

You can buy a used food truck from as little as £2 000 – £3 000. The majority, however, will cost somewhere between £6 000 and £10 000. What condition will the vehicle be in? Will the kitchen appliances still work? An old food truck with a deep fryer and a waffle iron may not suit your concept at all. You should therefore clearly define what dishes you will be preparing before you choose the vehicle. 

Converting a food truck to meet your individual needs, with all items custom-made, can cost a lot. In fact designing the interior of your food truck from scratch can cost you as much as the food truck itself! Of course, you can purchase a new food truck that is tailor made to your needs (as long as you can afford it). Depending on the size, equipment and quality, such vehicles will start at over £20 000, although they will usually cost much more. And don’t forget that on top of this you will still need to spend more on branding and designing the food truck’s image.  

The biggest advantages of a new vehicle are lower fuel consumption, new parts and the peace of mind that expensive repairs will not be necessary in the near future. New vehicles are also come with a warranty. A brand new food truck will also probably be equipped with useful options, such as a rear view camera. This is an extremely useful tool to have, as your food truck could be as much as 7 metres long.   

Build your own food truck vs renting or purchasing one 

The more you are able to construct yourself and the less professional help you need, the more money you will save. However, even if you consider yourself good at DIY, think twice whether temporary solutions are a good idea to get your project started, or whether it’s better to invest in permanent changes to your food truck right away. Making the wrong decision will mean you have to reinvest your time and money in the future, as in the saying “buy cheap, buy twice”. Also remember that each day you spend on repairs in the future means lost revenue and higher running costs. 

The biggest advantage of renting or leasing a food truck is that you do not have to invest huge sums of money up front. It also means you can save a lot of time, stress and money! At the end of the summer season, simply return the food truck to the lessor, with no need to worry about maintenance costs. However, in this scenario you cannot decide about the equipment or the design, which can be a big drawback.  

Different types of food truck design 

If you really want to turn your vehicle into a food truck yourself, pay attention to its self-supporting body and whether it is large enough for a small food truck with a limited food offer. With a larger food offer, requiring more equipment, you need a durable vehicle with a solid frame. Models such as the Mercedes Sprinter, Fiat Ducato, Citroen Jumper, Peugeot Boxer, Renault Master or Volkswagen Bulli are particularly suitable. Consider whether it is worth going the extra mile to stand out from other food trucks at events or food truck festivals? What about an American school bus or a retro style Parisian van?  

Food trucks “made in the USA” are still a fashionable option. There are companies that specialise in importing such vehicles. If you are interested in this type of food truck, remember that American cars are usually not very economical, unlike most European food trucks, which have fuel-efficient diesel engines. Purchasing spare parts may also prove more difficult or expensive with American vehicles. 

Rules and regulations! 

Don’t we all love bureaucracy! There are many regulations that must be strictly followed. Consider the basic requirements on our checklist below: 

Under no circumstances should you hit the road without all the required documents and permission. Unless you like paying very high fines. 

5. Your food truck menu 

Your choice of menu items and the way they are presented are the most important criteria for most potential customers. However, there is a big difference between a food truck and a classic fast food stall. Instead of menu items from all over the world, a food truck usually focuses on a specific type of cuisine. Many food trucks have menus tailored to their target groups. Such dishes would rarely be on a restaurant menu. So before setting off on your own food truck adventure, you should carefully consider your offer, and also your prices. 

Type of cuisine and food truck concept 

Don’t be fooled into thinking that coming up with the right menu for your food truck is a piece of cake! Nobody is expecting you to constantly come up with new ideas or improve all-time classics like in the case of a restaurant chef. However, you should create a menu that suits the space you have and your financial constraints. For this, you need to make a thorough analysis of the potential market, target group, necessary number of employees and type of equipment. After such analysis, you will have a clearer view of the food truck concept you want to build and how to go about it. Don’t stick to ideas that could lead to disastrous results! A poorly thought-up business concept will hurt less than bankruptcy. There is nothing wrong with changing your approach or adjusting your menu later. 

Food truck menu 

You should enjoy preparing the food that will later be on your menu. Yes, we know that this might sounds like a cliché, but only if you enjoy cooking and have passion for what you do, will you be able to stand out from the competition and put your heart into what you do for many years to come. It is impossible to satisfy all tastes, but a comprehensive offer and a wide range of products will attract interest from a larger customer base and generate higher profits. Go for modern and healthy eating – it will pay off!  

Tip: Customers pay more and more attention to what they eat. For example, vegans and vegetarians look to set up as much as a quarter of the British population in a few years’ time. You should therefore consider offering low-calorie, vegetarian, vegan, high-protein, lactose-free and gluten-free options. Mark these items clearly on your menu, so that they are visible from a distance and attract the attention of more demanding customers. 

Beverages 

Soft drinks such as Coca-Cola and mineral water are basic expectation of most customers from any food truck, but you could also consider drinks that your competitors may not be serving, such as local beer, wine, or homemade lemonade and iced tea. Many customers will also appreciate a coffee after their meal. Having a coffee maker might therefore be a good idea, letting you satisfy the needs of coffee lovers as well. However, a professional coffee machine takes up a lot of space, just like a refrigerator, and your cold drinks also need to be stored somewhere. All this must be taken into account when deciding whether or not to go for such options. 

What should your menu board look like?  

Not only decent prices and tasty looking food will attract customers, but also a well-thought-out and clear menu. A good old chalk board can be ideal at the beginning of your food truck adventure, as you will be able to change the names or prices of each item at any time. Make sure your handwriting is easy to read though, and don’t use abbreviations or initials that may not be clear to everyone. Only print a permanent menu when you are 100% comfortable with its content. 

Follow our advice on how to easily prepare a perfect menu:   

6. What pricing strategy should you use for your food truck? 

As soon as is your menu offer is ready, you should start setting the prices for each menu item. Where will you buy the necessary ingredients and how much will they cost? Cook some test versions of each menu item to calculate the exact amount of each ingredient necessary, and therefore the cost. Also consider the amount of time needed. In addition, you also need to evaluate fixed and personnel costs, as well as VAT on sales. The most important cost factors are:  

However, there is a simple formula that takes into account the most important calculation factors: 

Once you have started operating, carefully record the number of visitors and the profit per customer. This is the only way to optimise your price calculation in the long run. Your calculations should be checked regularly in order to make any adjustments, for example due to an increase in the prices of ingredients. 

Tip: Since customers usually only see the number before the decimal point, the value after the decimal point should only be high numbers. For example, an item for £9.20 will sell as often as it would if it cost £9.90 – but you’d be earning nearly 10% more. 

7. From a fast food stall to your own food truck 

An online-marketing agency could significantly boost the development of your business, as long as you have the appropriate resources to make such an investment. However, you can also effectively advertise your food truck with little or no budget. There are many ways, especially via the Internet, to draw attention to your food truck and your offer. 

8. Food truck offline marketing 

Although it may seem hard to believe, marketing strategies are visible in almost every field of life. Even with limited financial resources, you can effectively attract customers and increase your sales.  

Choosing the right option depends on the owner, target group, marketing goals and of course your budget and time constraints. Basic resources are available with little effort, and every food truck owner should take advantage of them! 

9. Make your food truck stand out at events 

A slightly modified food truck in a small town might attract the attention of passers-by, but in a big city or at a large music festival or concert, this may not be the case. Without a unique design and catchy logo, potential customers could walk past your food truck without even noticing it. Read our tips below and prevent this from happening! 

Your offer 

Even if there are already a thousand food trucks in the area, always try to stand out with your offer! Try to find a market niche. However, standing out from the competition is not easy. Giving traditional dishes a modern touch or decorating exotic cuisine with unusual ingredients will definitely draw more attention than simply offering more of the same. Spectacular sauces, dips or homemade lemonade with a twist can also make your food truck stand out. 

You could also adapt part of your offer to popular culinary trends. For example, you could target fitness enthusiasts with low-calorie or high-protein dishes. Vegetarian and vegan options, as well as lactose or gluten-free choices could also give you the upper hand. What about a seasonal offer? Delicious soups to warm you up in winter, or mouth-watering, colourful salads in summer? With a limited availability of seasonal dishes on the market this could be hitting the bullseye. Your menu should always be consistent with the concept of your food truck though, and don’t forget about your original goals or your target group.  

Your food truck brand 

Unlike classic food stalls, food trucks can exist as an independent brand. First of all, food trucks almost always catch the attention of passers-by, although without their own unique brand, they will usually be less crowded during larger events. The colours and the logo are the two most important elements, and should be both original and match the concept of your brand. 

Once you’ve established a concept or style, you should stick to it and be consistent – whether with take-away packaging, branded uniforms, boards or banners. Sticking to the above advice is crucial in order to become a recognizable and consistent brand, and be remembered by your customers for many years to come. Loyal customers will then be able to quickly spot your food truck from among the competition at future events. 

Decorating your food truck 

Your food truck should visually stand out from the competition. You shouldn’t change the appearance of your food truck for each event, although modifying the design with various types of banners, flags or neon signs could help you attract attention. Keep in mind, however, that although colourful neon lights are perfect for a food truck offering American diner-style cuisine, they will not necessarily match a vegan or organic concept. 

An example could be a food truck with Mexican specialties, such as burritos and fajitas, where you could get a talented artist to decorate it with Mexican motifs, such as sugar skulls, cactuses, Frida Kahlo paintings or chili peppers. With the Mariachi playing in the background, and colourful deckchairs just begging your customers to sit down and relax, we guarantee you that customers will find it difficult to turn down the offer of an authentic Mexican experience! Whichever design you choose, don’t go overboard with the details, and your decorations should not look tacky. Be creative, but stay true to your style! 

Your food truck concept 

Delicious food and mouthwatering drinks alone will not guarantee success. Celebrating food has become an event in itself. With #Foodporn the most appealing hashtag on Instagram, taking a picture of a delicious looking meal is as important as satisfying hunger. Serve visually attractive dishes that are easy to photograph, preferably with your unique and sexy food truck in the background! Not all customers are happy to eat standing up, and tables and benches can do miracles during large events. Branded pouffes, deckchairs and umbrellas will also attract attention. 

Your staff  

You cannot work alone at mass events such as street food or music festivals. If the queue in front of your food truck doesn’t move, customers will tend to walk away. Find competent, friendly and motivated employees to help you out. A well-coordinated team working together will let your serve your customers much more efficiently. One person could be in charge of taking and receiving orders, the second one could prepare the food, while the third team member would serve the food to the customer or even to their table. A team of employees in a branded uniform that matches the concept of your food truck, is a simple and effective way to present your brand. Visually, they form the perfect team. However, don’t overdo it with the style of the uniforms! 

Your customers 

Your customers will not only spend money in your food truck , but are also an important source of feedback. Take advantage of having direct contact with your customers! Ask them what kind of food they prefer, if your prices are ok, or what you could do better. Satisfied customers are the best form of advertising, and you don’t have to pay for it. Such customers will often share their satisfaction in the form of positive reviews on Instagram, Facebook, TripAdvisor or Yelp. If you want to spread the word about your business quickly, then positive reviews will definitely help. 

Satisfied customers often post photos, positive comments and likes on social media, which then become an extremely important marketing engine, generating many new followers. It is also important that the food is presented in a visually attractive way. Profiles on sites such as Facebook or Instagram are essential, although they should always include current content. Instead of asking for tips, why not ask for likes on your social media profiles? 

10. Targeted marketing and effective advertising of your food truck brand    

Your food truck should present itself as an independent brand. In addition to the visual branding itself, this also includes the right marketing strategy to make sure your brand is strong and well-recognised. There are five basic steps: analysis, goal setting, strategy development, budgeting and monitoring the investment.  

Our team of experts, working together with experienced chef Michał Orłowski, has put together a whole load of food truck tips. You can find them all on our YouTube channel:

Has this article been helpful? Yes No

Newest posts

Multicooker recipes for unforgettable one-pot dishes

With the multicooker, you can effortlessly whip up delectable recipes in no time. These versatile devices…

Read more

In the mood for something smoky? With an electric smoker you can feast on smoked fish and meat all year round

Smoking food kills bacteria and other microorganisms, so meat or fish stay fresher for longer. But…

Read more

Cast iron cookware: Your durable, versatile, and healthy kitchen sidekick!  

Cast-iron cookware is beloved by both professional and hobbyist chefs alike. Its exceptional heat conductivity and…

Read more

Testing the ice cream maker: Black Forest ice cream cake with cherries and Oreos 

Feeling the heat? There’s only one solution: ice cream. And what better opportunity to put the…

Read more