Index
A
advertising, 221-222
agents
insurance agents, 106
purchasing agents, 164
application process (loans), 93
assembly line process
creating efficient workflow, 145
overview, 23-24
assigning jobs, 144
auctions, locating trucks, 52-53
authentic concepts, 21
average covers, 36
average sales estimates, 17-18
awnings, exterior truck design, 139
B
bacteria (food-borne illnesses)
campylobacter, 179
E. coli, 179
salmonella, 179
bloggers (food), marketing opportunities, 116-117
brands
brand equity, 95
creating, 43
designing logos, 110-111
breakeven points
determining, 81
financial reviews, 191
bricks-and-mortar locations, expansion considerations, 238-239
burger trucks, 13
businesses
cultivating, 68-69
expansion considerations
benefits, 239-240
bricks-and-mortar locations, 238-239
capital resources, 237-238
evaluating demand, 237
lifecycle of businesses, 233-235
pitfalls, 240
profitability, 235-236
staff, 238
financing considerations, 85-96
investors, 89-92
loans, 92-94
operating cost calculations, 87
self contributions, 88
sponsorships, 95-96
start-up cost calculations, 86-87
supplier credit, 94-95
plans, 73
breakeven points, 81
business structures, 82-83
concept and identity, 75-76
defining markets, 76-77
estimated profits, 81
expense forecasting, 80-81
importance, 74-75
investor expectations, 91
sales projections, 78-79
protecting
financial reviews, 190-195
operational reviews, 195-198
selling, 240-242
success secrets
authentic concepts, 21
business model knowledge, 16-20
consistency factors, 25-26
emotional attachment factor, 28
generating volume, 22-25
hiring tips, 27-28
personality factor, 28-29
start-up capital, 21-22
buying tips
cost calculations, 51-52
locating trucks
customizers, 53
dealers and auctions, 52-53
eBay and Craigslist, 52
types of trucks, 48-51
prefabricated trucks, 51
Sprinter vans, 50
step vans, 49-50
C
campaigns (marketing)
Compounding Cycle, 215
social media campaigns
Chil’lantro BBQ, 218-219
Doubletree CAREavan, 217-218
Mexicue, 218
campylobacter, 179
capital gains, 92
capital requirements
expansion considerations, 237-238
start-up costs, 21-22
cards
feedback cards, 203-204
frequent dining cards, 210
cash flow analysis, 194-195
cashiers, job duties, 151
catering, revenue streams, 20
check averages, 78
chefs, 176-178
Chil’lantro BBQ campaign, 218-219
Choi, Roy, 6
cleaning
schedules, 183-185
supplies, 182-183
clientele development, 201
anticipating desires, 207-208
contact information, 211
customer feedback, 202-204
feedback cards, 203-204
online dialogues, 204
truck conversations, 203
exceeding customer expectations, 208-210
loyalty reward programs, 210
service recovery, 209-210
observation and listening tips, 206-207
profiling, 36-38
responding to criticism and praise, 204-206
colleges, parking locations, 62
commercial auto insurance, 106
commissaries
costs, 20, 58
locating, 57-58
communication tips
office set-ups
fax machines, 127
internet services, 127
telephones, 126
staff members, 153
truck conversations (customer feedback), 203
community outreach opportunities (marketing), 220-221
comparison shopping, 168-169
competition
defining, 77
direct competitors, 77
indirect competitors, 77
Compounding Cycle (marketing)
campaigns, 215
guidelines, 215-217
marketing messages, 214-215
computers, POS (point of sale) systems, 141-142
concepts
business plans, 75-76
creating brands, 43
defining target markets, 36-38
determining cultural perspectives, 34-35
market demand considerations, 38-39
matching menu to
presentation, 41
selection process, 39-40
pricing
downplaying prices, 42
ensuring profitability, 42
price-value relationship, 41-42
selecting product niche, 32-34
staying true to values, 31-32
testing, 43-45
consistency factors (success secrets)
perfecting recipes, 25-26
sampling foods, 26
training staff, 26-28
contact information (customers), 211
contamination, preventing cross-contamination, 181
cooks
on-truck cooks, 151
prep cooks, 150-151
corporations, 83
costs
commissaries, 20, 58
festivals, 226-227
fixed costs, 191
food and labor, 16-17
labor estimates, 18-19
operating costs, 87
start-up costs, 21-22, 86-87
truck cost calculations, 51-52
variable costs, 191
counts (inventory), 170-171
covers, 36
Craigslist, locating trucks, 52
credit
credit card transactions, 142
supplier credit, 94-95
criticisms, responding to (clientele development), 204-206
CRM (Customer Relationship Management), 69
cross-contamination, preventing, 181
cultural perspectives, 34-35
Customer Relationship Management. See CRM
customers
building rapport with, 120
CRM (Customer Relationship Management), 69
customer service standards, 154-155
developing clientele, 201
anticipating desires, 207-208
contact information, 211
customer feedback, 202-204
exceeding customer expectations, 208-210
observation and listening tips, 206-207
responding to criticism and praise, 204-206
profiling, 36-38
customizers, locating trucks, 53
D
dealers, locating trucks, 52-53
decline stage (lifecycle of businesses), 235
deliveries, revenue streams, 20
demand
concept considerations, 38-39
expansion considerations, 237
design
exterior truck design, 136-140
awnings, 139
drink fridges, 139
menu boards, 139-140
paint, 137
vinyl wraps, 137-138
windows, 138-139
logos, 110-111
dessert trucks, 10-11
direct competitors, 77
distribution of payroll, 128-129
domain names, 107
dorms, parking locations, 62
Doubletree CAREavan campaign, 217-218
downplaying prices, 42
drink fridges, 139
dumpling trucks
overview, 12-13
Rickshaw Dumpling Truck, 12
E
E. coli, 179
eBay, locating trucks, 52
educating employees
communication tips, 153
customer service standards, 154-155
efficiency tips, 24-25
emergency procedures, 185
emotional attachment factor (success secrets), 28
employees. See also staff
feedback, 206
hiring
determining number to hire, 148
evaluating needed positions, 149
interview process, 152-153
job duties, 150-151
job assignments, 144
motivating and retaining, 159-161
scheduling, 156-157
training and education
communication tips, 153
customer service standards, 154-155
equipment
office set-up, 124-126
selection process, 54-56
estimates
average sales, 17-18
commissary costs, 20
labor costs, 18-19
profits, 81
events
costs, 226-227
overview, 224-226
launch events, 115-116
loyalty reward programs, 210
parking locations, 61-62
planning, 119
existing trucks, redesigning
powering vehicles, 56
selecting equipment, 54-56
expansion considerations
benefits, 239-240
bricks-and-mortar locations, 238-239
capital resources, 237-238
evaluating demand, 237
lifecycle of businesses, 233-235
decline stage, 235
growth stage, 234
market introduction stage, 234
maturity stage, 235
pitfalls, 240
profitability, 235-236
staff, 238
expectations
exceeding customer expectations, 208-210
loyalty reward programs, 210
service recovery, 209-210
investors, 91
expeditors, 144
expenses
analyzing (financial reviews), 190
daily expense reports, 191-193
forecasting, 80-81
exterior truck designs, 136-140
awnings, 139
drink fridges, 139
menu boards, 139-140
paint, 137
vinyl wraps, 137-138
windows, 138-139
F
Facebook, online marketing strategies, 114-115
family and friends, investment opportunities, 90
fan pages (Facebook), 114
fax machines, communications set-up (offices), 127
feedback
customers, 202-204
feedback cards, 203-204
online dialogues, 204
truck conversations, 203
employees, 206
festivals
costs, 226-227
overview, 224-226
financial reviews
analyzing sales and expenses, 190
breakeven points, 191
cash flow analysis, 194-195
daily sales and expenses, 191-193
income statements, 193-194
financing considerations, 85
investors
business plan expectations, 91
family and friends, 90
partners, 89-90
silent partners, 90
structuring investments, 91-92
loans, 92-96
application process, 93
SBA (Small Business Administration) loans, 94
sponsorships, 95-96
supplier credit, 94-95
operating cost calculations, 87
self contributions, 88
start-up cost calculations, 86-87
fixed costs, 191
Flay, Bobby, 231
Fojol Bros., 8
food
cost projections, 16-17
matching menu to concept
food selection, 39-40
menu presentation, 41
minimizing waste, 172
perfecting recipes, 25-26
preparation and safety
battling food-borne illnesses, 178-180
cleaning schedules, 183-185
cleaning supplies, 182-183
emergency procedures, 185
on-truck food safety, 182
preventing cross-contamination, 181
role of chefs, 176-178
researching product options, 165
sampling, 26
Food Code, 100
food trucks
growth factors
culture and social media, 8
recession, 6-7
technology, 7
history, 5-6
overview, 4-5
success secrets
authentic concepts, 21
business model knowledge, 16-20
consistency factors, 25-26
emotional attachment factor, 28
generating volume, 22-25
hiring tips, 27-28
personality factor, 28-29
start-up capital, 21-22
types
burger trucks, 13
dessert trucks, 10-11
dumpling trucks, 12-13
ice-cream truck, 11-12
Mediterranean trucks, 13-14
pizza trucks, 10
taco trucks, 9
food-borne illnesses, 178-180
frequent dining cards, 210
front-of-the-truck staff, 154
future expectations, 231-232
G
general liability insurance, 106
goals, 235-236
Great Food Truck Race, The, 230
greeters, 151
gross revenues, 16
growth factors (food truck revolution)
culture and social media, 8
recession, 6-7
technology, 7
growth stage (lifecycle of businesses), 234
H
health codes, 100-101
health inspections, 101-104
hiring employees
determining number to hire, 148
evaluating needed positions, 149
job duties
cashier/greeter, 151
interview process, 152-153
on-truck cook, 151
prep cooks, 150-151
success secrets, 27-28
history of food trucks, 5-6
Hot Truck, The, 62
I
ice-cream trucks
overview, 11-12
Van Leeuwen Ice Cream, 11
identity (business plans), 75-76
income statements, 193-194
indirect competitors, 77
inspections (health), 101-104
insurance, 105
commercial auto, 106
general liability insurance, 106
selecting an agent, 106
internet services, communications set-up (offices), 127
interview process, 152-153
inventory, 169
counts, 170-171
minimizing waste, 172
operational reviews, 197-198
par system, 170
theft prevention, 171
investors
business plan expectations, 91
family and friends, 90
partners, 89-90
silent partners, 90
structuring investments, 91-92
J
job assignments, 144
job duties
cashier/greeter, 151
on-truck cook, 151
prep cooks, 150-151
kitchens
food preparation safety
battling food-borne illnesses, 178-180
cleaning schedules, 183-185
cleaning supplies, 182-183
emergency procedures, 185
on-truck food safety, 182
preventing cross-contamination, 181
set-up process
assembly line and efficient workflow, 145
job assignments, 144
organization, 143-144
L
labor, cost projections, 16-19
LaFrieda, Pat, 164
launch events, 115-116
laws and regulations
emergency procedures, 185
health codes, 100-101
health inspections, 101-104
local laws, 98-99
parking, 63-65
permits and licensing, 99-100
staying current with regulations, 104-105
layered marketing, 214
lead generators, 112
legalities (laws and regulations)
emergency procedures, 185
health codes, 100-101
health inspections, 101-104
local laws, 98-99
parking, 63-65
permits and licensing, 99-100
staying current with regulations, 104-105
liability insurance, 106
licensing, 99-100
lifecycle of businesses, 233-235
decline stage, 235
growth stage, 234
market introduction stage, 234
maturity stage, 235
limited partnerships, 83
loans, 92-96
application process, 93
SBA (Small Business Administration) loans, 94
sponsorships, 95-96
supplier credit, 94-95
local laws, 98-99
locating
commissaries, 57-58
suppliers, 167-168
locating trucks
customizers, 53
dealers and auctions, 52-53
eBay and Craigslist, 52
location considerations
identification, 23
office set-up, 123-124
parking locations
community support, 66-67
cultivating your business, 68-69
dorms and college buildings, 62
food truck lots, 63
large events, 61-62
locations to avoid, 66
mobility issues, 59-60
nightclubs, 63
office buildings, 61
residential buildings, 61
seasonal, 62-63
traffic considerations, 65
logos, designing, 110-111
lots (food truck), 63, 227-229
loyalty reward programs, 210
M
mainstream press (marketing opportunities), 117-118
maintenance
schedules, 57
trucks, 172-173
management duties
inventory, 169-172
counts, 170-171
minimizing waste, 172
par system, 170
theft prevention, 171
motivation and retention, 159-161
policy manuals, 157-159
purchasing supplies
comparison shopping, 168-169
determining preparation times, 165-166
locating suppliers, 167-168
price negotiations, 169
researching product options, 165
role of agents, 164
scheduling employees, 156-157
staff training and education
communication tips, 153
customer service standards, 154-155
manuals (policies), 157-159
marketing, 109, 213
advertising, 221-222
building rapport with customers, 120
community outreach opportunities, 220-221
Compounding Cycle
campaigns, 215
guidelines, 215-217
marketing messages, 214-215
designing logos, 110-111
event planning, 119
food bloggers, 116-117
launch events, 115-116
mainstream press, 117-118
online marketing
creating website, 111-113
Facebook accounts, 114-115
Foursquare accounts, 114-115
Twitter accounts, 113-114
publicity options, 219-220
social media campaigns, 119-120
Chil’lantro BBQ, 218-219
Doubletree CAREavan, 217-218
Mexicue, 218
markets
defining, 76-77
introduction stage (lifecycle of businesses), 234
target markets, 36-38
maturity stage (lifecycle of businesses), 235
Mediterranean trucks, 13-14
boards, 139-140
matching to concept,
presentation, 41
selection process, 39-40
mixes, 42, 195-197
messages (marketing), 214-215
Mexicue campaign, 218
motivating staff members, 159-161
Mud Truck, 34
N
negotiating supplier prices, 169
niches, 32-34
nightclub parking locations, 63
O
observing customers, 206-207
office parking locations, 61
office set-up process
communications set-up
fax machines, 127
internet services, 127
telephones, 126
equipment needs, 124-126
location considerations, 123-124
payroll, 128-129
record keeping, 129
resources, 130
online dialogues (customer feedback), 204
online marketing
creating websites, 111-113
Facebook accounts, 114-115
Foursquare accounts, 114-115
Twitter accounts, 113-114
on-truck cooks, 151
on-truck food safety, 182
on-truck sales, revenue streams, 20
operating cost calculations, 87
operational reviews
menu mix reports, 195-197
purchasing and inventory, 197-198
P–Q
painting food trucks, 137
par system, 170
parking locations
community support, 66-67
cultivating your business, 68-69
dorms and college buildings, 62
food truck lots, 63
large events, 61-62
laws and regulations, 63-65
locations to avoid, 66
mobility issues, 59-60
nightclubs, 63
office buildings, 61
residential buildings, 61
seasonal, 62-63
traffic considerations, 65
partners
investors, 89-90
partnerships, 82-83
silent partners, 90
payroll, 128-129
percentage of waste, 16
perfecting recipes, 25-26
personality factor (success secrets), 28-29
pitfalls, expansion, 240
pizza trucks, 10
plans
business plans, 73
breakeven points, 81
business structures, 82-83
concept and identity, 75-76
defining competition, 77
defining markets, 76-77
estimated profit, 81
expense forecasting, 80-81
importance, 74-75
investor expectations, 91
sales projections, 78-79
marketing plans, 109
building rapport with customers, 120
designing logos, 110-111
event planning, 119
food bloggers, 116-117
launch events, 115-116
mainstream press, 117-118
online marketing, 111
social media, 119-120
point of sale system. See POS
policy manuals, 157-159
positions and job duties
cashier/greeter, 151
on-truck cook, 151
prep cook, 150-151
POS (point of sale) systems, 52
credit card transactions, 142
overview, 140-141
tablet computer, 141-142
praise, responding to (clientele development), 204-206
prefabricated trucks, 51
prep cooks, 150-151
preparation
determining times, 165-166
food preparation safety
battling food-borne illnesses, 178-180
cleaning schedules, 183-185
cleaning supplies, 182-183
emergency procedures, 185
on-truck food safety, 182
preventing cross-contamination, 181
role of chefs, 176-178
prepping, 19
presentation (menus), 41
pricing
downplaying prices, 42
ensuring profitability, 42
price-value relationship, 41-42
supplier negotiations, 169
production process, time testing, 19
products
researching product options, 165
selecting product niche, 32-34
profitability
estimating profits, 81
expansion considerations, 235-236
pricing considerations, 42
projections
expenses, 80-81
food and labor costs, 16-17
sales, 78-79
financial reviews
analyzing sales and expenses, 190
breakeven points, 191
cash flow analysis, 194-195
daily sales and expenses, 191-193
income statements, 193-194
operational reviews
menu mix reports, 195-197
purchasing and inventory, 197-198
publicity options, 219-220
purchasing
operational reviews, 197-198
supplies
comparison shopping, 168-169
determining preparation times, 165-166
locating suppliers, 167-168
price negotiations, 169
researching product options, 165
role of agents, 164
R
recession, effects on food truck revolution, 6-7
recipes, perfecting, 25-26
record keeping, 129
redesigning existing trucks
powering vehicles, 56
selecting equipment, 54-56
refrigerators (for drinks), 139
regulations and laws
emergency procedures, 185
health codes, 100-101
health inspections, 101-104
local laws, 98-99
parking, 63-65
permits and licensing, 99-100
staying current with regulations, 104-105
reports
daily sales and expense reports, 191-193
menu mix reports, 195-197
researching product options, 165
residential parking locations, 61
retaining staff members, 159-161
revenue streams
catering, 20
deliveries, 20
on-truck sales, 20
reverse trucks, 12
reviews
financial reviews
analyzing sales and expenses, 190
breakeven points, 191
cash flow analysis, 194-195
daily sales and expenses, 191-193
income statements, 193-194
operational reviews
menu mix reports, 195-197
purchasing and inventory, 197-198
reward programs, 210
Rickshaw Dumpling Truck, 12
S
safety (food preparation safety)
battling food-borne illnesses, 178-180
cleaning schedules, 183-185
cleaning supplies, 182-183
emergency procedures, 185
preventing cross-contamination, 181
role of chefs, 176-178
sales
analyzing (financial reviews), 190
average sales estimates, 17-18
daily sales reports, 191-193
generating volume
assembly line process, 23-24
efficiency tips, 24-25
location identification, 23
generating volume of business, 22
POS (point of sale) systems, 52
credit card transactions, 142
overview, 140-141
tablet computers, 141-142
projections, 78-79
revenue streams
catering, 20
deliveries, 20
on-truck sales, 20
up-selling, 151
salmonella, 179
sampling foods, 26
SBA (Small Business Administration) loans, 94
schedules
cleaning, 183-185
employees, 156-157
seasonal parking locations, 62-63
selling businesses, 240-242
service
recovery, 26, 209-210
steps of service, 55
set-up process
kitchens
assembly line and efficient workflow, 145
job assignments, 144
organization, 143-144
offices
communications set-up, 126-127
equipment needs, 124-126
location considerations, 123-124
payroll, 128-129
record keeping, 129
resources, 130
silent partners, 83
Small Business Administration loans. See SBA loans
social media
campaigns
Chil’lantro BBQ, 218-219
Doubletree CAREavan, 217-218
Mexicue, 218
effects on food truck revolution, 8
marketing opportunities, 119-120
sole proprietorships, 82
sponsorships, 95-96
Sprinter vans, 50
staff. See also employees
expansion considerations, 238
feedback, 206
front-of-the-truck staff, 154
hiring employees
determining number to hire, 148
evaluating needed positions, 149
interview process, 152-153
job duties, 150-151
motivating and retaining, 159-161
success secrets
hiring process, 27-28
training process, 26
training and education
communication tips, 153
customer service standards, 154-155
start-up capital, 21-22
start-up costs, 86-87
step vans, 49-50
steps of service, 55
structures (business)
corporations, 83
limited partnerships, 83
partnerships, 82-83
sole proprietorships, 82
success secrets
authentic concepts, 21
business model knowledge
average sales estimates, 17-18
commissary cost estimates, 20
food and labor cost projects, 16-17
labor cost estimates, 18-19
production time testing, 19
revenue streams, 20
consistency factors
perfecting recipes, 25-26
sampling foods, 26
training staff, 26
emotional attachment factor, 28
generating volume, 22-25
assembly line process, 23-24
efficiency tips, 24-25
location identification, 23
hiring tips, 27-28
personality factor, 28-29
start-up capital, 21-22
suppliers
credit, 94-95
negotiating prices, 169
supplies
cleaning supplies, 182-183
purchasing
comparison shopping, 168-169
determining preparation times, 165-166
locating suppliers, 167-168
price negotiations, 169
researching product options, 165
role of agents, 164
T
tablet computers, POS (point of sale) systems, 141-142
taco trucks, 9
target markets, 36-38
technology, 7
telephones, communications set-up (office), 126
television opportunities, 229-231
Great Food Truck Race, The, 230
Throwdown! with Bobby Flay, 231
Top Chef, 230
testing
concepts, 43-45
time testing (production process), 19
theft prevention, 171
Throwdown! with Bobby Flay, 231
time testing
preparation times, 165-166
production process, 19
Top Chef, 230
traffic considerations, parking locations, 65
training employees
communication tips, 153
customer service standards, 154-155
success secrets, 26
trucks (food trucks)
buying tips
cost calculations, 51-52
types of trucks, 48-51
exterior designs, 136-140
awnings, 139
drink fridges, 139
menu boards, 139-140
paint, 137
vinyl wraps, 137-138
windows, 138-139
insurance, 105-106
commercial auto, 106
general liability insurance, 106
selecting an agent, 106
locating
customizers, 53
dealers and auctions, 52-53
eBay and Craigslist, 52
lots, 227-229
maintenance, 172-173
maintenance schedule, 57
on-truck food safety, 182
parking locations
community support, 66-67
cultivating your business, 68-69
dorms and college buildings, 62
food truck lots, 63
large events, 61-62
laws and regulations, 63-65
locations to avoid, 66
mobility issues, 59-60
nightclubs, 63
office buildings, 61
residential buildings, 61
seasonal, 62-63
traffic considerations, 65
redesigning existing trucks
powering vehicles, 56
selecting equipment, 54-56
selling businesses, 240-242
Twitter, online marketing strategies, 113-114
types of food trucks
burger trucks, 13
dessert trucks, 10-11
dumpling trucks, 12-13
ice-cream trucks, 11-12
Mediterranean trucks, 13-14
pizza trucks, 10
taco trucks, 9
U–V
up-selling, 151
Van Leeuwen Ice Cream truck, 11
vans, buying tips
Sprinters, 50
step vans, 49-50
variable costs, 191
Vendy Awards, 13
vinyl wrapped food trucks, 137-138
volume, generating business, 22-25
assembly line process, 23-24
efficiency tips, 24-25
location identification, 23
waste, minimizing, 172
websites, creating, 111-113
windows, exterior truck design, 138-139
workflow, creating efficiency, 145