Why Food Trucks Fail, Part 2

Lack of Brand Identity and Marketing – As discussed in Part 1 of this series, sticking to a theme or an idea to the death can hurt a food truck. However, without some sort of structural theme or brand, a food truck will have trouble succeeding. Lacking a decided structure that encompasses all menu items, a food truck’s name, and its décor can lead to unremarkable results. Food trucks have one chance to impress each customer.

They have to make an impact, one that is strong enough to draw customers back and hopefully propel them to tell their friends about their meal. Even if everything else is perfect and the customer receives fast service and delicious food, the brand identity of a food truck is what gives the customer the exclamation point at the end of the experience.

Creativity attracts people. The look of a food truck can draw foot traffic, an intriguing name can draw people through written media, and an interesting, cohesive menu can draw customers back for more.

A food truck’s brand creates visibility on site. Off site, marketing creates visibility. Food trucks will fail without marketing plans that cover social media and more.

Facebook, Twitter, and the like are absolutely necessary platforms for food truck marketing. Customers won’t come to eat if they don’t know where to go. Using social media to provide them with updates on location is the most important way to connect people with a food truck. Other aspects of marketing that are valuable to a food truck business are attending events, handing out samples, collaborating with vendors or other food-related businesses, and interacting with customers.

Establishing a human presence or personal feel within promotional campaigns can give food trucks the upper hand. A food truck without a location is no food truck at all. A food truck with only a location, and without a face, still might not be very attractive, especially when there are hundreds of other food trucks that offer more intriguing alternatives.