Running head: FOOD TRUCK COMPANY 1

Food Truck Company

Jesus Bautista

South Texas College

Management Theory I
FOOD TRUCK COMPANY 2

Food Truck

There has been a surge in popularity in relation to the food truck business. The reason for

my venture in the food truck profession is the risk to a successful rewarding career. I opt out for a

food truck because purchasing a restaurant is very expensive, while food trucks are less expensive

more reasonable. Speaking of inexpensive, a food truck delivers a special atmosphere and sells

delicious foods that are affordable in prices.

To operate in the food truck business there needs to be marketing plan with a strategy and

stay on track to reach a goal. As an entrepreneur its essential to get customers lined up. With a

well-thought marketing strategy, you can create an awareness for your business and grow your

customer base and generate boundaries between you and the customers. According to a blog its

states that, “the best way to grab your customers’ attention is through creating a human connection

with them” (2018, FLIP Food Liability Insurance Program). This plan is to communicate with the

customers external data by listening to emails, social media and especially when they approach

your food truck and ask from a menu’s what do’s or don’t do are needed. Be sure to use an

interpersonal skill by interacting with them about the food and listen to feedback. Look up other

competitors’ websites, and just as they interact with their customers, get inspired and apply the

ideas to your marketing strategy and remember to check your reviews and answer as many as

possible.

In part of the problem solving/decision making, the vision of an entrepreneur is to start

with one food truck and accomplish a sequence of other food truck in different locations. Another

strategical planning that will not fail and will work is at college campuses or public schools that
FOOD TRUCK COMPANY 3

are fast paced and have little time between breaks and lunch hours. In another blog from the Food

Truck Empire it finds, “More recently foodservice programs at institutions of higher learning have

begun to discover how beneficial these vehicles can be on campus as well” (Support Staff, 2017).

A food truck is mobile and since students and staff are usually hungry with the college space, this

allows for the services to continue throughout day and night. As campuses have home games, a

mobile food truck can tailgate at the colleges everywhere and satisfy late-night dining or attend

special events. Challenging sports games are hectic and if assistance is necessary, students can

volunteer as this is to promote and maintain with school’s staff relationship. Students can have an

opportunity in advancing in a culinary position and be part of an organizational culture as they

become a great prospect to join the food truck business or work as an assistant.

The mission and strategy are to attract customers with a menu that will that consists of

chicken tacos with crema, grilled onions and queso fresco as it is flavorful and not dry chicken,

this derives from the chicken thigh. Also, a brisket taco that is not sold here in McAllen and its fat

is from the cow’s rib bines as the meat is chopped in pieces and served with cilantro, onions and

your choice of red or green salsa. However, if another food truck is considered, there is the option

to change an affordable menu by implementing burgers, sandwiches, wraps, cheese sticks and

fries. In statement by the, (Food Service Director), “And students are a good target for food trucks

because they sell the kinds of food young people like: quick, cheap and portable”. Menu prices

should be low, but it is important to consider the labor costs applied as these figures are the

industry food trucks key costs as this is part of the food truck business process where it is, and it

wants to be. Comparing costs (in a percentage format) against other foodservice businesses is

beneficial in management of a mobile food profession.

FOOD TRUCK COMPANY 4

Based upon the data provided, the increased marketing for each city has improved in the food

truck business from 1996 thru 2016 in last 20 years. As seen in all the largest cities, Austin has the

highest rank and in 2015 as it has generated over $105,000 a year. An online journal states that,

“Austin has the fastest-growing food truck industry in the United States, and the second most food

trucks per capita in the nation” (Thesis, 2017). Nevertheless, depending on every city expense,

such as salaries, operating expenses, fuel, maintenance and repairs in the food truck business it

has remained significantly high revenues and it continues its marketing plan. Cities like Chicago

and New York City did not have a large revenue but during the time of 2003 thru 2005 restaurant

were the primarily source of eating out and the weather was a big factor during these times.
FOOD TRUCK COMPANY 5

As seen from the data provided it reflects that during the year 2019 a large revenue percentage

was generated from selling tacos. Customers by the eye alone can determine that the Adame’s

tacos are much bigger with much more meat and are sold at reasonable amount for $1.59 each.

Adame tacos gives you a fatty slice of avocado and you can drink all the avocado salsa that sits

on ice by the condiment bar along with grilled onions and pico-de-gallo. A food truck business

can save profits from tortillas, meats and produce by purchasing from local store that produce

these products. Also, with the constant sells in product, there are more food truck businesses and

are able to hire more employees as business generates more earnings.

 FOOD TRUCK COMPANY 6

Reference

FLIP Food Liability Insurance Program. (2018, October 25). How to Create a Marketing

Strategy for your Food Truck. Retrieved from https://www.fliprogram.com/blog/how-to-create-a-

marketing-strategy-for-your-food-truck

Support Staff. (2017, Sept. 10). FOODTRUCKEMPIRE. The Nation’s Best College Food Trucks

Review – 2017 Edition. Retrieved from https://foodtruckempire.com/news/college/

FSD FOODSERVICEDIRECTOR. (2012, Dec. 9). Operations. Universities glom onto food trucks.

Retrieved from https://www.foodservicedirector.com/operations/universities-glom-food-trucks

Theis, Michael. (2017, May 5). Another No.1 for Austin: The city where food trucks pop up the

fastest Retrieved from https://www.bizjournals.com/austin/news/2017/05/05/another-no-1-for-

austin-the-city-where-food-trucks.html