energy can be tough to find in the food truck game
So I’ve been in “the game” for almost a year now. I’m not sure if that makes me a food truck professional, but I think it makes me qualified to speak on what it takes to run a food truck. I get a ton of emails and phone calls asking me what the business is like and how to get started, so I’m going to lay it out for everyone with 10 “commandments.” Take them at their face value. They may not apply to everyone. But from my experience, I think they would be tough to argue with.
(1). It’s not about the money, it’s about the brand. For those that open a food truck looking to get rich, I would advise you to consider other career alternatives. The only reason you should open a food truck is to establish a brand and test your product (or to further extend your brand awareness if you are operating already as a brick and mortar). Yes, I’m well aware it’s a business and at the end of the day you need to make money. And yes, to survive you need to look at your P&L’s. Just don’t expect to feed your 401K off this gig.
(2). Talk to people operating in your city. Absolutely go to the trucks in your area and talk to the owners. Find out what challenges they have encountered and what the market is like. You’ll have to separate some fact from fiction, but most of what you’ll hear is probably the truth. And if you can’t find anyone to talk to, you can call me. 512.761.3241. And I’ll try my best to shoot you straight.
(3). Say goodbye to your family and loved ones, at least for a while. Go ahead and laugh but it’s the truth. If you have a family, friends, etc., unless they are in this venture with you, you won’t be seeing them for a while (at least early on). You are embarking on the most challenging endeavor of your life – when you do have free time, you’ll be too exhausted to do anything or see anyone.
(4). Fail to market, and simply fail. It’s true, mobile cuisine is a trendy sector of the food industry right now. Everybody wants to get in. But it’s fierce and there are a ton of competitors. People won’t dine at your establishment just because it’s mobile; you need to market yourself. So budget your resources accordingly. Not down with social media? You’re starting the race a mile behind.
(5). Expect the worst, and don’t get discouraged. You are a kitchen on wheels. You will absolutely break down during your operation. Your refrigerator will likely stop working, your battery will blow up, your window screens will tear apart… This is all part of the “fun” of mobile cuisine. Expect the worst, temper your expectations and you’ll be better able to deal with these hurdles.
(6). Food trucks are built by a team, not an individual. Do not plan to undertake this endeavor by yourself. You won’t last more than a month. Make sure you have partnered up with strong operators who you trust and can help you run your business. Don’t feel safe leaving the cash box with them? You probably should partner with someone else. You will have money stolen from you at some point, just make sure it’s not your operating partner.
(7). Rome wasn’t built in a day, and your food truck won’t be either. This is a marathon – a grueling one that lasts through the change in seasons. Understand that and take it one day at a time. Make sure to pace yourself and take care of your mind, body and soul. Only the strong survive.
(8). Understand this will be the most challenging ordeal of your life. 9 out of 10 food truck operators will tell you “don’t do it.” Don’t operate a food truck. Why? Because it’s really….damn….hard. It’s a ton of work with tight margins. I haven’t met a food truck operator who didn’t say this was the toughest challenge they have ever had.
(9). Have an end game and stick to it. Whether it’s selling your product wholesale or opening up a brick and mortar, an endgame provides daylight at the end of the tunnel. It makes the job palatable and provides you with a concrete goal. If you don’t have an endgame and want to operate the truck forever, well…I guess that’s your call.
(10). If you build it, they will come. Create a niche, put out a great product, and people will appreciate what you’re doing. No other platform for selling food provides the type of interaction that a food truck offers. And if your food is fantastic, you’ll develop some of the most loyal customers around. Knowing that you can have a positive impact on someone’s day can be worth more than the sales you generate.
To those who take the plunge, best of luck.
-Eric
This weekend a new family member will be introduced, our sister concept, Yumé Burger. Yumé Burger will serve Japanese inspired hamburgers, all through the very familiar vehicle of a mobile food truck. With Yumé Burger, I am paying homage to a burger I grew up eating as kid in Tokyo, Japan. Where the Japanese adopted the American hamburger, we are now adopting their interpretation of our hamburger. Perhaps that makes no sense at all. But once you grab a bite, I think it will. Burgers will include the JapaJam (all beef hamburger, Asian tomato jam, jalapeno jack cheese, fried egg, Japanese BBQ sauce, crispy onion strings), the Po-Ku (all beef hamburger, seared pork belly, creamy wasabi slaw, Japanese pickles) and the Yumé Dog (all beef hot dog, wasabi mayo, tonkatsu sauce, nori, crispy onion strings). You can check us out this Saturday at the grand opening for the South Austin Brewing Co from 3PM-8PM at 415 E. St. Elmo. Or…make sure to come out for our launch party at Hops and Grain from 12PM-6PM (507 Calles St., at the end of E. 6th). You can RSVP here. ATX, it’s time to experience the burger, redefined.
