Food Truck Business Plan

Ms. Murphy

Business and Marketing

By Nelly Martinez, Sophia Gutierrez, and Gabbie Coronado

 Business Description

The name of this food truck is Fiesta de Maíz, we plan on selling a variety of products

such as elotes, mangonadas, spicy fruit bowls, and ice cream with churros with a unique twist

which will mainly target Hispanic teens and young adults in the Merced county. The reasoning

for targeting such a young audience is because the truck will have a large social media following

which will attract them and also due to such low cost for specifically high school students. A big

part of the menu is our elotes, or in other words maíz, so in translation this means “Corn Party¨.

We wanted to incorporate a celebration or positive feeling to be associated with our food truck

which is shown in the name.

In our slogan “Fresh With the Corn, you’ll Hear the Horn” we will have our own

signature sound that passes whenever you see our food truck. Our mission statement: “Fiesta de

Maíz is a positive, innovative mobile food truck company offering high-quality, low priced foods

created from natural and local ingredients.” Our business goals: “This company strives to

become a family and teen friendly business known for providing quality products and welcoming

customer service.” This business will be in the form of a partnership as all 3 members will co

own this food truck business. You can contact each owner at : Nelly Martinez (209)-000-0000,

Gabby Coronado (209)-000-0000, and Sophia Gutierrez (209)-000-0000.

Market Segment Analysis

We will target mainly teens and young adults aged 16-20, both males and females or just

people looking for an easily accessible snack at a low cost will be targeted. The market segment

for our food truck is looking for a low priced treat, which will be alongside the fact that this the
only food truck in the area providing these types of foods or refreshments. Our strengths are low

priced products and a wide variety of uncommon foods that are being sold exclusively at our

food truck. Weaknesses for this business include weather conditions or distance for customers

living in other nearby towns who do not want to make the commute. Opportunities are local

events we could cater for, and being located next to a school. Threats will be nearby competing

food trucks, or traffic nearby which may cause delays or scare off potential customers.

We will also analyze other factors which will affect our business. Political factors are

permits we will have to pay in order to place our food truck in certain areas. Economical

components include teens and unemployed adults in this are that can find work experience here.

Social factors are customers can be reached through social media and this provides opportunities

to endorse ourselves, and teens want low costing foods which we can provide. Technological

factors for our business is our website online which can gather customers.

Product Description

Our food truck plans to sell elotes, mangonadas, sodas, and ice cream with churros as our

specialty. Supplies needed inside truck will be corn, ice cream, churros, mangos, other fresh

fruits sodas, cheese, mayonnaise, refrigerating units, fruit mixers, eating utensils and tableware

such as bowls, spoons, forks, etc. Our products are unique because no other food truck in the

Merced county area is selling elotes or ice cream with churros which gives community members

an additional choice as to where they should go for a treat. People can benefit from eating our

food products because they will be spending less money for tasty, quality products, and it is

easily accessible since it is a food truck and we can place it in several spots. Our target market
will view our products as low cost and easily accessible, also as a special eatery destination since

no other location sells what we are selling.

Competition and Pricing

Other businesses our food truck will be competing with is nearby food trucks,

specifically those selling mexican foods. Our main competitors which are located in Winton are

the well known food trucks Los Serranos and Los Gordos. Our business stands out due to unique

products being sold at our location exclusively, friendly customer service, and a positive image

branding. Our products being offered are low priced, with each product averaging below $5. Our

refreshments such as canned sodas will be $1.25 and water bottles $.75 while specialty drinks are

$2.00 and up according to sizes. Elotes will start at $2.75 with chile and cheese toppings $.25

each. Our business will start with 6 ice cream types: vanilla, chocolate, strawberry, cookies and

cream, rocky road, and mint chocolate chip starting at $1.75 a bowl with a traditional churro. Our

spicy fruit bowls will be one sized at $2.50. We considered these prices due to our main audience

being younger adults who are looking for as much low convenience food as they can, also

compared to competing food places we strive to provide a full quality product while also offering

the lowest prices we can.

Distribution Channels:

Our food truck will be located in Merced next to Golden Valley High School due to some

of our core audience being located there, and heavy traffic which will contribute to sales. Since

we are located next to a school, we can gain popularity with high school students who are our
main target audience. We plan to get our product ingredients from Costco Wholesale and Dole

Food Company.

Promotional Mix

Types of promotion used to attract customers we chose was making a social media

account for our younger audience. We will conduct radio ads in both spanish and english to

attract our older audience in the Merced county area. Our business could also place signs on

corner streets for people driving, possibly looking for a place to stop for a snack. For our

promotional activities we have designed a flyer which will be distributed both physically and

through social media. We will also design yard signs which can be placed on busy streets, and

we have created a commercial ad script that can be heard by our older audience. Our business

will contribute to our community by providing jobs to community members, attracting customers

with locally grown products which boosts a local friendliness vibe, and build positive

relationships with our audience.

Conclusion:

Our food truck will provide customers with a special treat which will be easily accessible

and low priced to benefit everybody. Our menu will include a variety of specialty foods which

includes elotes and mangonadas. This business is going to attribute to the community in many

beneficial ways such as providing jobs and creating an overall positive atmosphere in the

community.