Matthew Geller
CEO, National Food Truck Association; Co-Founder, Best Food Trucks
“Many food truck entrepreneurs use their food trucks as a first step towards their goal of opening up a brick and mortar restaurant.”
Although, food trucks have been serving the public by way of construction sites and off the beaten path locations for decades, the modern gourmet food truck industry traces it’s roots to the launch of Kogi in November of 2008. Using social media and an innovative fusion cuisine, Kogi launched a popular movement that is now worldwide.
Pedal to the griddle
The food truck industry’s popularity stems from innovative cuisines, lower cost options and the social nature of curbside dining. With lower costs and barriers to open a food truck, many chefs are free to take their wild-eyed culinary creations directly to their customers without input from investors and partners. Customers are excited to try new innovative dishes with their fellow food truck aficionados. It’s rare to hear a quiet group of customers in line at a food truck gathering. Most hungry patrons are discussing different dishes and their favorite trucks.
Food trucks provide food entrepreneurs a relatively affordable way to test out their concept, refine their menu and grow their following without having to build out a location and pay high rent. The food truck can act as a lower cost option while still providing all of the tools to make an impact on the culinary landscape of their community.
Catering groupies
With social media outlets and tools such as bestfoodtrucks.com, owners can find hungry customers and locations looking for new options. Because mobile eateries are always moving, customers have to spend a little extra time tracking down their favorite brands. The additional time and effort needed to find food trucks creates a stronger bond with their customer base. We have a saying, “Restaurants have customers, food trucks have followers.”
Food trucks are now legitimate options for food entrepreneurs to work for themselves without the typically large investment needed to start restaurants. Across the nation, food trucks have enhanced community events, concerts and day-to-day lunch locations for consumers who want variety. Many food truck entrepreneurs use their food trucks as a first step towards their goal of opening up a brick and mortar restaurant.
