How to build a restaurant on wheels and satisfy the needs of office workers, millennials and families looking for a quick option to eat.
A gourmet gastronomic offering, a differentiated concept and a route throughout the city can attract more consumers. In a time when mobility marks the rules in many areas of day to day life, food trucks have appeared on the scene in many cities.
Customer segmentation
As with other innovative ideas, millennials are frequent consumers of what is sold from food trucks. These buyers are between 15 and 35 years old; they are educated, technological and follow consumer trends. They also look for brands or concepts aligned with their values and focus on healthy products that respect the environment; all this without forgetting the shopping experience, immediate gratification, customer service and online service.
In the beginning, many said that food trucks were only for hipsters, but the market is wider and although very focused on millennials, there are also families and many other people who enjoy such novelty.
Food trucks are part of a movement that democratizes food; making it available to everyone at any time and place. There are different types: from tacos to ice cream, with a range of prices.
Value proposal
The concept of food trucks started at music festivals and alternative venues. Little by little, it has permeated the daily life of the big cities to be a constant feature. Their proposal is simple and very successful: they are trucks specially designed to prepare and sell food (they have a kitchen on board), with the peculiarity that they can move from one place to another just by turning on the engine.
In this way, it is possible that one day the truck will be in the south of a city and the following weekend it will move to another location, to bring its gastronomic offerings to other diners.
This business operates as a scale restaurant, only on wheels. It has a kitchen that you can equip with commercial catering equipment in London such as cookers, burners, fryers, sinks, etc. The advantage is that you can do many things and not lock yourself into a single concept, in addition to taking your proposal to many places.
And it is precisely this concept of mobility that is a magnet for the entrepreneur – who can explore different places in search of new markets – but also for the consumer – who has the opportunity to try new concepts or follow the ones they already know.
It is worth mentioning three key aspects: (a) most trucks have a developed concept (even registered) that makes them almost iconic in their specialty; (b) they generate a consumption experience based on sustainability and camaraderie; (c) the price of the final product is usually between 30% and 50% cheaper compared to the average established restaurant.
Channels
If in other business deals you had to worry about how to deliver your products or services, with a food truck this is resolved in the sense that it is you and the truck that takes them to the diners. Initially, this seems very easy: you start the truck, you drive, and you park it in a high pedestrian flow area (a residential, commercial or office area) to hand deliver the product that your consumers require.
Relationship with the client
Entrepreneurship with a food truck means much more than having a truck where it is possible to prepare and sell food. It is to understand and participate in a culture that advocates for the environment and sustainability, as well as for new trends that always seek the collective good.
That is why those who decide to participate in this business must keep in mind that the client is and will be their priority. Therefore, it is worthwhile to consider using different strategies to identify them, captivate them and retain them. For example, commit to the concept as a means of relating to customers. To do this, spare no effort to convey that to customers –treat them as consecrated foodies –and ensure they spend a memorable moment in your food truck.
Revenue streams
The main source of income with a food truck is the direct sale of food and beverages Or, you can get income from the rental of the truck to a third party, from participating in private or corporate events, or even offer catering for all kinds of events.
As you can see, a food truck is much more than just a food trailer: it is a true scale restaurant that requires investment and processes similar to those of a restaurant. If you want to enter the food truck business, make your business plan, prepare your financial projections and leverage your development hand in hand with someone who has experience in the sector or, under the umbrella of an association.
