Article

How a Georgia food truck grew into a wholesale foodservice operation

A retired Georgia college football coach built a multifaceted foodservice business starting with a small restaurant that gave birth to a food truck. The business evolved into a wholesale foodservice operation, but the food truck continues under a different owner who carries on the Coach Joe's brand.

Coach Joe's food truck led to the creation of a multifaceted foodservice business.

January 9, 2019 by Elliot Maras — Editor, Kiosk Marketplace & Vending Times

When Joe Crosby Jr. opened a small restaurant in 2013 in Clayton, Georgia, after retiring from 27 years coaching college football, his only goal was to sell shrimp burgers and hot dogs. "We have a really good hot dog," he said.

He didn't imagine that within a few years he would be overseeing a multifaceted foodservice business that includes a wholesale division, his own stores and a food truck, all under his own Coach Joe's brand.

When Crosby felt his business had outgrown the 600-square-foot restaurant, he decided to launch a food truck. He bought a used 16-foot truck and hired a local food truck builder to install cooking appliances.

He sold hot dogs and shrimp burgers on weekends at a marina at Lake Rabun in Clayton, two hours northeast of Atlanta. He prepared the food on the truck and stored his supplies at a commissary near the marina.

A fortuitous partnership emerges

Three years later, encouraged by the positive customer response to his sandwiches, Crosby exhibited his offerings at a local Sysco show to see if restaurants would be interested in his menu, which had expanded to include waffle stacker sandwiches.

Joe Crosby Jr., left, checks in on of his retail customers, Jeff Reeves, owner of Reeves Ace Hardware in Clayton, Georgia.

Principals from Southern Refreshment Services — one of Georgia's largest providers of corporate foodservice, vending and refreshment services — were on the prowl at the show for unique products, and they were impressed with Crosby's sandwiches. So much so that they asked him to provide food for their micro markets. 

"It worked," Crosby said. Southern Refreshment Services became his first wholesale customer, and he extended his menu to include tamales, entrees and cookies.

The products sold well in the company's micro market break rooms, which further encouraged Crosby to develop his own brand. 

"One thing led to another," he said. "Now we're a pretty good brand." He describes his brand as comfort food.

As the business expanded, Crosby had less time to focus on his food truck. But as luck would have it, he met a man who was interested in operating the food truck under the Coach Joe's brand.

So, instead of closing the truck or selling it to someone who wanted to sell their own food, Crosby was able to see his food truck continue under a different owner.

The food truck passes the baton

"We struck a chord together," said Manny Chavez, a veteran executive chef who was looking to start a food truck. In June, Crosby offered Chavez a good price for the truck — around $50,000 — and in exchange, Chavez agreed to sell Crosby's food. The arrangement provided Chavez an established food truck while helping to further promote Crosby's brand.

Chavez prepares his food in the kitchen of Coach Joe's Market. He prepares about seven of Coach Joe's menu items at a time, including a daily special. He pays $700 a month to use a 10-by-12-foot space.

Manny Chavez, the new owner of Coach Joe's food truck, proudly displays his permit.

"I love to be creative with the stuff," Chavez said. Specials include shrimp and grits, and smoked turkey leg with cherry barbecue sauce.

"It's easier to go into the food truck business," Chavez said. "It's a lot less expensive to do that than owning a restaurant. It takes a lot of money and involvement in buying and building a new restaurant." 

Crosby had some established customers, but Chavez has added many more of his own. He joined a local food truck coalition that runs a food truck booking service.

He also does catering jobs, including wedding, office and holiday parties. His most successful event so far was a November festival that drew about 350 people per day.

Chavez normally employs one or two part-time helpers. Usually one person takes orders using Square and the other two people prepare the orders, which typically are ready within five or six minutes.

Crosby now operates two Coach Joe's Markets stores in addition to the wholesale foodservice operation, which delivers more than 100 menu items to stores and vending or micro market operators. He uses different co-packers and uses a third-party shipper to deliver frozen product.

Coach Joe's products can be found at venues that include the Atlanta airport; an A to Zinc Health Store & Smoothie Bar; two Ace Hardware stores; a high school recreation department; and on the Home Shopping Network. 

Crosby's goal is create a business he can pass along to his children.

"It's humbling when you go from a food truck to where we are today," he said.

Photos courtesy of Coach Joe's Market

About Elliot Maras

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Elliot Maras is the editor of Kiosk Marketplace and Vending Times. He brings three decades covering unattended retail and commercial foodservice.