Forget “steps.” Think survival. When I rolled out my first truck, I obsessed over recipes, not permits, power, or POS meltdowns. Here’s what actually matters:
1. Your Concept Isn’t King Until It Pays Rent
That “unique” birria ramen? It’s worthless if offices near you only buy $8 lunches. Do this instead:
Spy on competitors for 3 days. Track their rush-hour lines, pricing, and what trash cans reveal (uneaten items = bad bets).
Sell at 2 local events before building the truck. If you can’t move 100 units in 4 hours, rethink your menu.
Crunch brutal math: If your loaded fries cost $4.30 to make, you’ll need to sell 197 daily at $14 just to break even. Adjust or die.
2. Permits Will Test Your Soul (Especially in CA/NY)
Health departments move slower than line cooks on Monday. Save your sanity:
Hire a local fixer: Pay a consultant $300 to navigate your city’s mobile vending laws. Cheaper than fines ($1k+ per violation).
Lock down your commissary yesterday—health inspectors demand a licensed kitchen for prep/storage. No contract? No permit.
Commercial auto insurance isn’t optional. Hit an uninsured driver? Game over.
3.Build Your Truck Like a Navy SEALV
Space is your enemy. Heat, grease, and potholes will break flimsy gear. Battle-proof it:
Generator rule: Buy double the wattage you think you need (7kW minimum). My $500 Home Depot special died mid-lunch rush. Lost $2k in sales.
Workflow > Fancy Equipment: Place your flattop grill so you can spin from cooking to plating without stepping. Saves 5 seconds per order = 40 extra meals daily.
Always have backups: Redundant POS tablets, propane tanks, and cash floats ($100 in fives/ones).
4. Your POS Isn’t Tech—It’s Your Lifeline
I learned this bleeding $1,500 in cash during a festival outage. Choose like your business depends on it (because it does):
Demand offline mode. Square saved me when cell towers crashed. Toast Go’s offline inventory tracking? Chef’s kiss.
Skip the “free” trap. POS A’s 2.6% + $0.10 rate beats POS B’s 2.9% + $0.30 when you’re slinging $8k daily. Do the math.
Integration is non-negotiable. If your POS has an online ordering and payment model, your sales may rise 20% by cutting the long queue.
5. Location Is Everything (But It Changes Hourly)
Food trucks live and die by timing. Brewery crowds vanish if it rains. Offices empty out on Fridays. Play chess:
Track foot traffic digitally: Placer.ai shows real-time phone data. Target spots with 500+ people between 11:30-1:30 PM.
Festivals = Golden (If you’re ready): Apply 6 months early. Booth fees hit $300/day—only worth it if you sell 150+ items.
Befriend other trucks. We text each other when cops raid spots or events need last-minute vendors.
6. Soft Launches Expose Your Weak Spots
My “grand opening” had 3-star Yelp reviews because I skipped this. Do it ugly early:
Park behind a buddy’s bar for 2 days. Pay them in tacos.
Simulate chaos: Have 10 friends order complex mods while your generator screams. If orders take >90 seconds, simplify your menu.
Track waste like a hawk: If you toss 4 lbs of brisket nightly, you’re bleeding $120/day.
7. The First 90 Days Are a Data War
Profit isn’t about passion—it’s about obsessive tracking. My dashboard essentials:
Food cost % daily (keep it under 28%).
Peak-hour transactions per hour (aim for 60+).
Customer acquisition cost (BOGO deals < $2.50/person).
A Veteran’s Toolkit:
Permit binder: Plastic sleeves with licenses, commissary contract, and health certificates.
“Oh shit” kit: Duct tape, zip ties, a spare Square reader, and emergency $20s hidden under the fridge.
Thick skin: Yelp will call your empanadas “mid.” Ignore them. Track repeat customers instead.
Final Truth: This life isn’t for everyone. But if you obsess over efficiency, love high-pressure chaos, and can adapt hourly? You’ll outlast 80% of trucks that fail in year one. Now go conquer the curb. 🔥
(Marco Rossi’s truck “Tacos La Calle” operates in Austin and grossed $420k in 2023. He mentors new operators via Truckers United.)
