Contents
Foodie Culture and Social Media
Pizza Trucks: It’s All About the Ovens
Dessert Trucks: Nighttime Sweetspots
Ice-Cream Trucks: Good-Bye, Good Humor
Dumpling Trucks: Simply Delicious
Burger Trucks: Look Out Mickey D’s, We’re the Burger Kings!
Mediterranean Trucks: New York’s Taco Truck
2 Secrets of Food Truck Success
Understanding the Business Model
Projecting Food and Labor Costs
Determining Whether You Pass the Test
Hitching Your Truck to Three Revenue Streams
Making Sure You Have Sufficient Start-Up Capital
Generating Volume, Volume, Volume
Getting from Place to Place Efficiently
Creating an Emotional Attachment
Determining Your Cultural Perspective
Profiling Your Food Truck Clientele
Matching Your Menu to Your Concept
Calculating the Price-Value Relationship
Downplaying the Price for Customers
Testing Your Concept with a Focus Group
Budgeting for Fuel and Maintenance
Finding an Off-Truck Kitchen (Commissary)
Being Mobile: The Pros and Cons
Identifying Where You Should Park
Office Buildings and Office Parks
Determining Where You’re Allowed to Park
Looking at Other Businesses in the Area
6 Preparing Your Business Plan
Describing Your Concept, Brand, and Market
Choosing Your Business Structure
Knowing How Much Money You Need
Calculating Your Start-Up Costs
What You Need to Show Potential Investors
How to Structure an Investment
What You Need to Show the Bank
Small Business Administration Loans
Other Ways to Increase Liquidity
Getting Permits and Required Licenses
Staying on Top of Evolving Regulations
Finding an Agent and Asking the Right Questions
Establishing a Domain Name and Trademark
9 Creating Your Marketing Plan
Working with the Mainstream Press
Treating Every Day As an Event
Making Social Media Your Friend
Creating Strong Product and Personal Relationships
Deciding Where to Put Your Office
Understanding Your Unique Situation
Designing the Exterior of Your Truck
Creating an Efficient Workflow
Getting the Right People On Board
Training and Educating Your Staff
Teaching the Importance of Customer Service
Motivating and Retaining Your Staff
Purchasing and Managing Supplies
Understanding the Role of the Purchasing Agent
Researching Your Product Options
14 Food Preparation and Safety
Keeping Your Kitchen Clean and Safe
Preventing Cross-Contamination
Food Safety on the Truck and Off
Calculating Your Breakeven Report
Reviewing Daily Sales and Expenses
Generating an Income Statement
Performing a Cash Flow Analysis
Reviewing Purchasing and Inventory
Feedback: Listen to the People Who Feed You
Responding to Criticism and Praise
Gathering and Listening to Employee Feedback
Making Amends: Service Recovery
Strategies for Earning Customer Loyalty
17 Expanding Your Marketing Efforts
18 Food Truck Events and Opportunities
The Great Food Truck Race: Season 1
Lifecycle of a Hospitality Business
Stage One: Market Introduction
Making a Living from a Food Truck
Adding a Bricks-and-Mortar Location
Identifying the Benefits of Expansion