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WELCOME AGAIN 🚚

Hi friends! Welcome to My Favorite Food Truck Newsletter.

Every section this week is about one thing: keeping more of the money you already work so hard to make. Food, fuel, propane, and packaging all keep creeping up, and I know you feel it every time you restock. So I went looking for real vendors who've found ways to hold the line, and I'll share what they did.

Before we get started, have you grabbed PARKED TO BOOKED yet? It's our free Google Business Profile playbook, and it's on the Products Page. A free tool that puts your truck in front of hungry people is a pretty good place to start saving. It’s not a heavy read.

Also, coming soon!: We are working on a serious downloadable book that will give you an in-depth strategy for hitting heavy on social media, getting more reviews, and simply boosting business for you. Before it is launched, we will be looking for a select few food vendors to give these strategies a run.

I hope this has grabbed your interest!

🚚 FOOD TRUCK OF THE WEEK

Taking a pit stop this week, unfortunately.

Our featured truck had an emergency breakdown this week, so their spotlight is on hold. They're focused on getting back on the road, and I'll share their story as soon as I can. Please send them a good thought.

So many food vendors know that sinking feeling, and a breakdown is an expensive way to learn a lesson. A few money-saving habits can soften the blow if it happens:

Want to be featured in Food Truck of the Week? Reply with your best photos, your logo, your story, your best-selling item, your social links, your biggest business lesson, and your first and last name.

💵 SAVINGS SPOTLIGHT: Real Trucks, Real Moves

I went looking for vendors who've actually done this. A few stood out. There are cited sources so you can take a look at the full stories.

Stay parked when you can. Ronicca Whaley, who owns Shiso Crispy in St. Petersburg and Tampa, told Tampa Bay 28 that traveling from event to event has gotten harder to justify as costs climb, so staying parked is her default. She keeps her menu streamlined and reviews her expenses constantly, and a single propane tank costs her around $160. You can read the Tampabay28 story here. tampabay28

Put a price on the drive. Leah Badolato, one of the owners of Bado's Pizza Food Truck near Pittsburgh, runs one of the bigger trucks in her region. It has a 23-gallon generator and a propane tank on top of its regular fuel tank. Diesel in her area hit a record average of $6.65 a gallon in late September. This fall, the truck limited its public events, especially ones more than 20 minutes from home base that don't come with a power source. Private events now come with a higher trip fee. Here’s the full story: Rising diesel prices pinch food truck owners-WPXI

Rework your menu before you raise the price. In Jacksonville, Steven Holmes of At This Point Let's Eat food truck told News4JAX he's adjusting his menu so he doesn't have to pass the full cost along to customers, though he admits sometimes there's no choice. Another Jacksonville vendor, Jeff Lavender of Gumbo Man Food Truck, has raised his prices a little at a time, and says if costs keep climbing he may have to cut back on high-end meats like oxtails. Over in Atlanta, vendors told WSB-TV they've cut staff hours to help cover the cost of gas.

Cut out the throwaway stuff. Doc's of the Bay, a burger truck, tried a suggestion from ReThinkDisposable that swapped paper trays for reusable baskets for customers eating nearby, stopped wrapping every burger, and put napkins in a one-at-a-time dispenser. This case study from some years ago reports a $2,028 annual reduction in disposable costs. The owner, Zak, also said his burgers came out faster. Here’s this case study link if you would like to read it. cleanwatercleanwater

Start lean. This example is for you if you are thinking of starting a food business. Sandra Shorter, founder of The Naked Cupcake, found her truck on Craigslist for nearly $6,500 and started with a truck instead of a shop because it was cheaper. Substack

Did you notice that none of these took a big investment? They took paying attention. You may not make some of these decisions, but they are worth considering.

📈 MARKETING PLAYBOOK

You can get noticed without buying your way there. I like to say, if it’s free, it’s for me. Some things just may cost a little time.

THE PROBLEM:

When sales slow down, a lot of mobile food vendors reach for the wallet first. They boost a post, pay for a listing, or sign up for something that promises a crowd. Some of it works. But most food trucks haven't squeezed what's free yet, and free is hard to beat.

HOW TO FIX IT:

Start with your Google Business Profile. It costs nothing, and it's where "food trucks near me" searches happen. Fresh photos and updated hours each week keep you showing up. This is something you may notice is mentioned a lot at My Favorite Food Truck. It’s because it really gets results if you work it.

Film one video and use it four ways. Vintage Vixens, our issue 5 feature, posted a behind-the-scenes lemonade reel that pulled in over a million views. No ad budget was involved. Post yours on Facebook, TikTok, Reels, and as a still photo carousel. Repurpose your content.

Trade shoutouts with the truck parked next to you. You both post about each other's menu, and you both reach new people. It's free, and it builds friendships with the vendors around you. You may have seen other food trucks do this.

Ask for the review at the window. Bub's Grubs (issue 3) uses a QR code on the truck and has built up 275 reviews. A small sign is cheaper than any ad.

Hold your ad money until a post proves itself. If a post is already doing well on its own, that's the one worth a few dollars to boost. Don't pay to push something nobody reacted to. Notice other food truck posts that do well. You can use the same type of post to get similar results. Copy the idea and not the content.

⚡ QUICK BITES

📰 Industry News: Know Your Food Cost Number

One bookkeeping guide says most food truck operators should aim for a food cost between 28% and 35% of revenue. It also warns that real audits often find actual food cost running 6 to 8 points higher than the recipe cards say, and crew meals not tracked as an expense can quietly throw off your math. That matters because an average food truck's net profit margin tends to land between 6% and 9%. Every point you lose is real money. See the guide here. food truck bookkeeping food cost commissary cash drops guide

💡 Two Quick Habits

💬 FOOD TRUCK MAILBAG (Q&A)

Q: Everything keeps going up. Should I raise my prices or cut my costs?

A: Most vendors I came across did both, a little at a time. Bado's Pizza cut back on far-away public events and raised its private-event trip fee, and a central Louisiana owner of Smokin' Cajuns BBQ is raising menu prices because of fuel costs for his truck and generator. Start by finding the cost that's quietly eating your profit, whether it's a menu item, a long drive, or paper goods. Fix that first, then adjust prices in small steps.

Got a question for next week? Reply directly to this issue!

🎁 SHARE & EARN REWARDS

🚚 HOW'S MY DRIVING?

Did this issue help inspire you to hold onto a few more dollars? Hit reply and tell me which tip you'll try first, or what I missed. I read every response, and your answers help me decide what to write next.

Let's keep building, one parking spot at a time. 🚚

Rob West
My Favorite Food Truck Newsletter