Food Truck Business Paper

By: Anthony Hernandez, Courtney Gregory-Espinoza, and Saira Mendoza

Business and Marketing

Ms. Murphy
 We plan on establishing a taco truck that offers a variety of options to choose from. We

would make this not only mexican food, but all central american foods and a way for everyone to

enjoy an affordable local hispanic food truck. Our food truck “Bueno, Bonito, y Barato” aka

3-b’s will be the talk of the town and the place for families and friends to have lunch or breakfast

at. This won’t be your traditional taco truck, and you will see why.

As we had mentioned, our name was “Bueno, Bonito, y Barato” which translates to

Good, Nice, and Cheap.​ It is ‘good’ because of the amazing food, ‘nice’ because of its curb

appeal and neatness, and ‘cheap’ because of the high quality, authentic food with affordable

prices. You don’t usually see those three words together. When people think of hispanic food,

they normally only think of mexican food, but it’s important to appreciate all foods from

hispanic countries such as the central american countries. This includes new foods like pupusas,

platanos, casamiento, torticas, fry jacks, etc. As we said, we will ensure the best quality food

with the best prices compared to any other food truck locally.

Our target market will be groups of families, friends, and colleagues. Other than our

target market, we know that we will attract all kinds of people from hispanics, to non hispanics,

to adults, to teenagers. Our large variety of food options and low prices will be what makes us

stand out from the rest of the mobile food business. Although, it is no secret that we will have

some weaknesses in our business. The main one being that there will be other taco trucks in the

area who have loyal customers. Aside from food trucks, there are also hispanic ​restaurants​ that

people might prefer to go to. Lastly, the hardest thing to do for our business is to get a permit

from the City of Atwater, since Atwater doesn’t allow food trucks in their city. Although, before

starting our business we will be sure to allow the presence of food trucks here.
 As we have mentioned, our food truck will offer foods from all over hispanic america.

This includes tacos with all toppings, burritos, pupusas, quesadillas, fry jacks, casamiento, etc.

As well as ​Aguas Frescas ​including horchata. In our food truck, we will have a full kitchen

including a stove, refrigerator, drawers, utensils, tortilla maker, and other culinary kitchen

essentials. Our business will be unique because of the design of our setting and its great curb

appeal. It’ll look like a festive type of food truck. Not to mention clean, so we won’t have to

worry about people complaining about mess.

Because we would be located in Atwater, our main competitors would be Maria’s Taco

Shop, Los Gordos, and Los Serranos. These three, located in either Atwater or Winton, are the

most well-known mexican food places in the area. If you were to ever hear anyone buying

mexican food, it’d be at one of these three locations. But when someone would like to try food

from any central american country, they’d be sure to come to us, and they’d feel tempted to

come again and try our other foods which creates our loyal customers. We found that the average

cost of a burrito supreme sold at taco trucks in Merced County is around 5 to 6 dollars. Our

burrito supremes will at the bottom of that range which is $5 or even $4. We were inspired by

Costco and their gasoline priced at one of the lowest. This allows Costco to earn even more

money than other gasoline companies because they’re priced at such low prices.

Adding to that, being the first food truck in Atwater will be a huge benefit because we

have no competitors in the same city. In the past, any Atwater resident, who wanted to eat at a

food truck or order takeout, would have needed to drive to Winton which is where the nearest

food trucks are. Now, it’ll be closer than it has ever been. Our supplies and ingredients will come

from three different companies. Our mexican kitchen supplies will come from ​Diana’s Mexican
Food Products, Inc.​ Our vegetables and fruits will come from ​Berkshire Organics Market and

Delivery,​ which is a company that ships freshly grown, organic, non-gmo vegetables and fruits.

Lastly, our equipment and supplies will come from ​Webstaurant Store​.

One of the reasons why our food truck will grow to be so popular is because of our strong

social media following. We’d post daily on our accounts and interact with our followers. This

will bring more attention to our business and influence people to want to come and try our food.

We will also have word of mouth. Even though this might seem stereotypical, mexican moms are

the experts of Facebooking so with our mothers’ help, we already have tons and tons of

customers. It is also no secret that Atwater isn’t really known for anything except their

involvement in the agriculture industry, but we’d also like to put Atwater on the map for its great

taco truck. With our great and humorous social media accounts and our amazing food, Atwater is

definitely going to be off the list of unknown, non-existent cities.

Overall, our food truck will be more than just a food truck and will be put on the map for

mobile food businesses. We will be the talk of the town, the hangout spot for teenagers, and the

go-to Hispanic food place for business meetings. We will also be the best in the marketing

portion of our business.