Starting and Running a Food Truck Business Everything You Need to Succeed With Your Kitchen on Wheels 1st edition by Alan Philips ISBN 1615649069 9781615649068

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ISBN 10:      1615649069
ISBN 13: 978-1615649068
Author:      Alan Philips

Starting and Running a Food Truck Business: Everything You Need to Succeed With Your Kitchen on Wheels 1st Table of contents:

Part 1: Food Truck Basics

Chapter 1: The Food Truck Revolution

• What Is a Food Truck?
• How It All Began
• What’s Driving the Growth?
  • The Great Recession of 2008
  • Technology
  • Foodie Culture and Social Media
• The World of Food Trucks
  • Taco Trucks: The Original
  • Pizza Trucks: It’s All About the Ovens
  • Dessert Trucks: Nighttime Sweet Spots
  • Ice Cream Trucks: Good-Bye, Good Humor
  • Dumpling Trucks: Simply Delicious
  • Burger Trucks: Look Out Mickey Ds, We’re the Burger Kings!
  • Mediterranean Trucks: New York’s Taco Truck

Chapter 2: Secrets of Food Truck Success

• Embracing Uncertainty and Fear
• Understanding the Business Model
  • Projecting Food and Labor Costs
  • Estimating Average Sales
  • Estimating Labor Costs
• Determining Whether You Pass the Test
  • Testing Your Production Time
• Hitching Your Truck to Three Revenue Streams
  • Estimating Commissary Costs
• Choosing an Authentic Concept
• Making Sure You Have Sufficient Start-Up Capital
• Generating Volume, Volume, Volume
• Identifying Your Spots
• Creating an Assembly Line
• Getting from Place to Place Efficiently
• Achieving Consistency
• Perfecting Your Recipes
• Sampling Your Food
• Training Your Staff
• Taking Charge
  • Hiring Great People
  • Adding Value
  • Creating an Emotional Attachment
  • Turning on the Personality

Chapter 3: The Right Concept and Food

• Staying True to Who You Are
• Picking Your Niche
• Determining Your Cultural Perspective
• Knowing Who You’re Feeding
  • Profiling Your Food Truck Clientele
• Meeting a Demand
• Matching Your Menu to Your Concept
  • Making the Proper Selections
  • Presenting Your Menu
  • Pricing to Your Market
  • Calculating the Price-Value Relationship
  • Ensuring Profitability
  • Downplaying the Price for Customers
• Defining Your Purpose
  • Purpose Exercise #1: The Ultimate Question
  • Purpose Exercise #2: Self-Discovery Q&A
  • The Result: Your Defined Purpose Statement
• Creating Your Brand
  • Step #1: Define Your Concept
  • Concept Exercise
  • Step #2: Define Your Brand
  • Brand Exercise #1
  • Brand Exercise #2
• Testing Your Concept with a Focus Group

Chapter 4: The Right Truck

• Types of Trucks
  • Chevy Step-Vans
  • Sprinters
  • Prefabricated Trucks
• Calculating Truck Costs
• Finding Your Truck
  • eBay and Craigslist
  • Truck Dealers and Auctions
  • Customizers
  • Redesigning an Existing Truck
• Choosing Your Equipment
• Powering Your Vehicle
• Budgeting for Fuel and Maintenance
• Finding an Off-Truck Kitchen (Commissary)

Chapter 5: The Right Location

• Being Mobile: The Pros and Cons
• Identifying Where You Should Park
  • Office Buildings and Office Parks
  • Residential Buildings
  • Large Events
  • Dorms and College Buildings
  • Seasonal Locations
  • Nightspots
  • Food Truck Lots
• Determining Where You’re Allowed to Park
• Considering Traffic
• Knowing Locations to Avoid
  • Low-Traffic Areas
  • Restaurant Rows
  • Looking at Other Local Businesses
• Building Your Spots

---

Part 2: The Mobile Food Mogul

Chapter 6: Preparing Your Business Plan

• Why a Business Plan Matters
• Describing Your Concept, Brand, and Market
  • Your Identity
  • Your Market
  • Your Competition
• Forecasting Sales
• Forecasting Expenses
• Determining Your Breakeven
• Estimating Profits
• Choosing Your Business Structure
  • Sole Proprietorship
  • Partnership
  • Limited Partnership
  • Corporation

Chapter 7: Finding Financing

• Knowing How Much Money You Need
• Calculating Your Start-Up Costs
• Calculating Operating Capital
• Determining Your Contribution
• Identifying Investors
  • Potential Partners
  • Silent Partners
  • Family and Friends
• What You Need to Show Potential Investors
• How to Structure an Investment
• Getting a Loan
  • What You Need to Show the Bank
  • Small Business Administration Loans
  • Other Ways to Increase Liquidity
  • Supplier Credit
  • Sponsorships

Chapter 8: Regulations and Licensing

• Knowing Your Local Laws
• Getting Permits and Required Licenses
• Following Health Codes
  • Obtaining Health Inspections
  • Staying on Top of Evolving Regulations
• Buying the Insurance You Need
  • General Liability Insurance
  • Commercial Auto Insurance
• Finding an Agent and Asking the Right Questions
• Establishing a Domain Name and Trademark

Chapter 9: Creating Your Marketing Plan

• Marketing Your Truck
• Designing Your Brand Logo
• Finding a Graphic Designer
• Creating Your Online Presence
  • Website
  • Instagram and Twitter
  • Facebook and Foursquare
• Planning a Launch Event
• Reaching Out to Bloggers
• Working with the Mainstream Press
• Treating Every Day As an Event
• Making Social Media Your Friend
• Creating Strong Product and Personal Relationships

Chapter 10: Setting Up Your Office

• Deciding Where to Put Your Office
• Creating a Communications Hub
  • Telephone
  • Internet Services
  • Fax
• Handling Payroll and Records
  • Keeping Records
  • Getting Outside Help

---

Part 3: Getting Road Ready

Chapter 11: Setting Up the “House”

• Understanding Your Unique Situation
• Designing the Exterior of Your Truck
  • Paint
  • Vinyl Wrap
  • Window
  • Awning
  • Drink Fridge
  • Exterior Menu Holder
  • Menu Board
  • The Point of Sale System
    • Tablet Systems
    • Credit Cards
• Setting Up the Kitchen
  • Organization
  • Job Assignments
  • Creating an Efficient Workflow

Chapter 12: Hiring and Managing Staff

• How Many and What Positions?
• Getting the Right People On Board
  • Prep Cook
  • On-Truck Cook
  • Cashier/Greeter
• The Hiring Process
• Training and Educating Your Staff
  • Setting the Right Tone
  • Training
  • Teaching the Importance of Customer Service
• Scheduling
• Setting Policies
• Motivating and Retaining Your Staff

Chapter 13: Inventory and Maintenance

• Purchasing and Managing Supplies
  • Understanding the Role of the Purchasing Agent
  • Researching Your Product Options
  • Determining Preparation Time
  • Locating Suppliers
  • Comparison Shopping
  • Negotiating
• Inventory
  • Inventory Counts
  • Preventing Theft
  • Minimizing Waste
• Truck Maintenance

Chapter 14: Food Preparation and Safety

• Your Food Truck Responsibilities
• Working with Your Chef
• Keeping Your Kitchen Clean and Safe
  • Battling Illness
  • Preventing Cross Contamination
• Food Safety On the Truck and Off
  • Cleaning Supplies
  • Shift Cleaning Schedule
  • Weekly Cleaning
  • Monthly Cleaning
  • Semiannual Cleaning
• Emergencies

---

Part 4: Growing Your Business

Chapter 15: Protecting Your Business

• Financial Reviews
  • Playing by the Numbers
  • Calculating Your Breakeven Report
  • Reviewing Daily Sales and Expenses
  • Generating an Income Statement
  • Performing a Cash Flow Analysis
• Evaluating Operations
  • Reviewing Your Menu Mix
  • Reviewing Purchasing and Inventory

Chapter 16: Building Your Clientele

• Feedback: Listen to the People Who Feed You
  • Truck Conversations
  • Feedback Cards
  • Online Dialogue
• Responding to Criticism and Praise
• Gathering and Listening to Employee Feedback
• Understanding Your Customers
  • Observing and Listening
  • Anticipating Their Desires
  • Exceeding Expectations
  • Making Amends: Service Recovery
• Strategies for Earning Customer Loyalty
  • Gathering Contact Information

Chapter 17: Expanding Your Marketing Efforts

• The Myth of the Food Business
  • Strategic Sharing
  • The Creative Element
  • The Distribution Element
  • The Experiential Element
• Storytelling
• The Compounding Cycle
• Determining Your Message
• The Campaign
  • Social Media
  • Doubletree CAREavan
  • Made for Mexicue
  • Chil’lantro BBQ
• Publicity
• Community Outreach
• Advertising
• Repetition and Consistency
• Trust
• Believe

Chapter 18: Food Truck Events and Opportunities

• Festivals
  • Getting Noticed
  • Getting Involved
  • Covering Costs
• Food Truck Lots
• Television
  • The Great Food Truck Race
  • Top Chef
  • Throwdown! with Bobby Flay
• What’s Next
• Off the Truck
  • Concept Testing and Promoting
  • Community Building—Your Part of Something Bigger
  • Food Trucks in the Classroom

Chapter 19: One Truck or More?

• Is Expansion Right for Your Food Truck Business?
  • The Lifecycle of a Hospitality Business
  • Stage One: Market Introduction
  • Stage Two: Growth
  • Stage Three: Maturity
  • Stage Four: Decline
• Making a Living from a Food Truck
• Am I Ready to Expand?
  • Demand
  • Capital Resources
  • Staff
  • Systems
• Adding a Bricks-and-Mortar Location
• Identifying the Benefits of Expansion
• Watching for the Pitfalls of Expansion
• Selling Your Business
• The Myth of Success

 

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