By Briana Hilton, Contributor
Yelp listings indicated that about 53,800 restaurants began operations in 2023 — a figure that represents a 10% increase from 2022. With the restaurant scene alive and well, there’s never been a better time for aspiring restaurant owners to launch a new brand — especially for those who wish to open their very first food truck.
While the endeavor itself can be plagued with challenges like formulating the perfect menu or simply getting the word out, success isn’t impossible with the right considerations and tools along the way.
Beyond the paperwork involved, valuable considerations range from location to the menu and even the development of an online presence — three elements of a successful venture that are often overlooked.
The Hidden Value in the Right Location(s)
A food truck is the perfect solution for new restaurateurs who don’t want to be bound to a brick-and-mortar location. While parking a new truck down the street can be an appealing idea, it’s crucial to consider the true value that different locations can have, especially when just starting out.
This can be especially critical for those who wish to open a food truck business in a particular niche, as high-end specialty coffee is more likely to sell in an urban environment where greater diversity is present.
Through various locations and settings, new food truck owners have the unique ability to determine what places work best in conjunction with their menu through a trial-and-error approach. For instance, while a truck that sells fresh fruit can work well at a farmers’ market, a menu that features burritos may be a better fit at a college campus.
The value of location in relation to business isn’t a new concept. In fact, states like California and New York have long been known for the opportunities they present when it comes to employment. With thriving populations, these locations are ideal for those who aim to cater to a broader spectrum of individuals and will provide more opportunity when contracting out for vital operations.
The Advantages of a Simple Approach
Food trucks typically heavily rely on a specific menu and often a distinctive theme to draw in a crowd (even if it’s just a memorable color scheme). Crafting a menu can seem simple enough, especially if you already have some ideas — getting it perfect, however, can be another thing entirely.
Keeping things simple is always a great place to start — while a large menu can provide variety and cater to more tastes, it can lead to significant inefficiencies across the board. In addition to a higher price tag for more ingredients and more prep time, you’ll likely wind up with more food waste at the end of the day, especially if a few menu items go unnoticed.
When on the job, the truck itself can become uncomfortably crowded with less prep space due to an excess of ingredients — not to mention the fact that new workers can become overwhelmed with an extensive menu.
It’s also important to consider the customer experience, as a food truck with a larger menu can easily lead to a long wait (and accompanying frustration) should some items require more prep than others. With that in mind, a simplified approach can present a more relaxed solution. Armed with a smaller, focused menu and perfected recipes, a food truck can streamline operations, minimize waste, and improve the customer experience.
One 2022 Harvard Business Review (HBR) article details an interview with Jon Moy, owner of the food truck Moyzilla, highlighting the value that simple changes can make. When asked about what had changed after the first season, Moy responded that he had initially started out with a large menu, though this meant that fewer people could be served.
“So we cut our menu down quite a bit after the first season and we saw huge improvements,” Moy stated, going on to note that he kept a larger menu for catering and wedding events as a compromise.
The Underestimated Power of an Online Space
Food trucks are largely ‘of the moment,’ which can make a few things more difficult. For instance, communicating last-minute cancellations or even your presence at an upcoming event can be a challenge.
As such, any new food truck can benefit from a prominent online presence, especially when the intention is to develop a wider customer base and brand identity. Platforms like Instagram or TikTok are particularly advantageous for new food trucks, as customers will be able to follow the journey right from the beginning.
While TikTok can facilitate a vlog-style approach, a photo-focused option like Instagram is the perfect way for new trucks to showcase menu items, request feedback via story polls, and share updates and milestones along the way.
Social platforms can also serve a more practical purpose, especially if you plan to keep a seasonal or otherwise irregular schedule. For example, social posts can be used to keep customers updated on everything from your next location to cancellations and special events.
By leveraging social media, one LinkedIn article by Nadeem Battla, president and CEO at World Food Trucks, points out that food trucks can foster “a sense of community and anticipation among followers.”
It’s crucial to note that social media can also be a powerful tool if the goal is to try new things and expand the business. In addition to facilitating connections with individual customers, an open line of communication online can be the perfect way to discover new opportunities outside of a routine operating schedule. Whether it be a special request to cater a wedding or a notification about an upcoming festival, there are no shortage of opportunities to be found.
Conclusion
Launching a food truck can be a rewarding endeavor, though it's not without its challenges. Beyond the paperwork involved, key considerations that range from location to social media can easily become overlooked.
