Food Truck Spotlight
Lip Smackers Food Truck takes gourmet wagyu beef on the road
Lip Smackers Food Truck and Catering offers tips on how to run a successful food truck business.
October 16, 2024 by Bradley Cooper — Editor, ATM Marketplace & Food Truck Operator
Lip Smackers Food Truck and Catering is a staple in Willis, Texas, that offers gourmet wagyu beef recipes from a food truck. It is the result of a partnership between local chef Angelica Sammons and Stofa Rosa Ranch, a big supplier of wagyu beef. Learn more about this food truck below.
Owners
Jimmy and Rhumina Stofa - Stofa Rosa Ranch and Angelica Sammons - Chef/Operator
Date Founded
Sept. 3, 2022
Location
Stofa Rosa Ranch in Willis, Texas
How many trucks do you operate under this brand?
One.
Do you operate brick-and-mortar locations under this brand as well? How many?
No.
How did you come up with the name?
The food truck's name was originally conceived for a BBQ concept, reflecting the passion for a particular cuisine. When the opportunity arose to transition to a mobile catering concept, the name proved to be even more fitting. Its versatility allowed it to cater to a wider range of events, from intimate gatherings to large-scale festivals, while still maintaining its original essence. The name became synonymous with quality, convenience and a unique culinary experience.
What prompted you to start a food truck?
Our new food truck concept emerged from a dynamic partnership between Stofa Rosa Ranch, our premier wagyu beef supplier, and the acclaimed local chef Angelica Sammons. With years of experience as a successful restauranteur, Angelica sought a new culinary adventure. Together, we harnessed our collective creativity, perseverance and teamwork to create a truly unique and versatile wagyu beef truck. Our collaboration has resulted in a mobile kitchen that offers a gourmet experience, showcasing the finest cuts of wagyu beef in innovative and delicious ways.
What's on your food truck menu? Why did you choose this cuisine?
We are a mobile caterer that offers a variety of food options, but the exact menu may vary depending on the event or location. Some of the standard items we serve include:
- Appetizers: Nachos, cheese sticks, wings, onion rings and fried green tomatoes.
- Main dishes: Burgers, baskets, sandwiches and wraps.
- Sides: Fries, tater tots, mac and cheese, coleslaw.
- Desserts: Funnel cakes, fried fair foods and homemade treats.
We chose a menu, that can be adapted easily to many different experiences and expectations.
Do you make all the food on the truck, or do you use home-based kitchen or commissary space?
We're currently operating our business out of a food truck kitchen. To better serve our customers and scale our operations, we're constructing a new catering kitchen. This dedicated space will provide greater flexibility, increased capacity, and improved efficiency. With better equipment and optimized workflows, we'll be able to produce higher-quality products, streamline our processes, and position ourselves for long-term growth.
What's the best part of being a food truck operator?
The best thing about being a food truck operator is the diverse customer base. From office workers to construction crews, you meet people from all walks of life. The constant change of scenery is another perk, as you travel to different locations and experience new neighborhoods. Additionally, food trucks often become a part of the local community, participating in events and supporting local businesses. The flexibility in scheduling allows you to work around your personal life and enjoy more time with family and friends. Food trucks offer the opportunity to customize experiences for each customer, whether it's a unique flavor combination or a special request.
What's the worst part of operating a food truck?
The worst part about being a food truck operator is the constant uncertainty and unpredictability that comes with the job. Weather, mechanical issues and last-minute cancellations can all disrupt operations and significantly impact earnings.
When an event is canceled or postponed with little notice, we lose out on a significant portion of our income. Long hours in harsh conditions are another downside of the job. We often work long hours, especially during busy events. This can be physically and mentally exhausting, especially in extreme weather conditions.
Finally, the hit-or-miss nature of food truck events can be frustrating. The success of an event can depend on a variety of factors, including weather, location and competition. If an event is poorly attended, operators may struggle to cover their costs.
What lessons have you learned since launching the truck?
Food trucking is a unique lifestyle with a strong sense of community. Despite competition, truck owners support one another, sharing both successes and failures. It's a high-stakes business with the potential for great rewards. The most memorable events often involve stepping outside the ordinary. To thrive, efficiency is crucial, and continuous learning is essential.
Is there anything you would have done differently at the start?
Overall, there are a number of things I could have done differently at the start of Lip Smackers. Like automating the POS system, we started with paper tickets. Took additional time and were ineffective. Added additional storage, cupboards, and a refrigerator/freezer combo for flexibility. We installed an instant hot water heater, due to always needing more. I would have been able to make my business more efficient and profitable, if I'd had the foresight. By being more selective about the events we participated in and building relationships with other businesses in the community, I have been able to get our name out there and attract new customers.
Any tips/advice to others thinking of launching a food truck?
Advice:
Your kitchen on wheels isn't just a business; it's an opportunity to follow your passion. Each dish you serve is a representative, of your life's work, a testament to your tenacity and dedication to something that is both hard work and rewarding. Embrace the challenges as opportunities to grow. Your food truck is a journey filled with endless possibilities. So, buckle up, ignite your passion, and let your culinary adventure begin.
Tips:
Create the next big thing! Make a niche. Create an outline of goals so you have a direction and small wins regularly to keep you motivated. Network with other food truck owners, Learn from their experiences. I've met some of the greatest, supportive people, who've advised and gotten me through some gnarly events.
- Build a strong online presence: Utilize social media to promote your food truck. If people don't know who or where you are, how do they find you?
- Create a memorable experience for your customers.
- Embrace setbacks as opportunities for growth.
- Enjoy the journey and celebrate your successes.
Do you have any anecdotes about running a food truck — any unique interactions or special events you've been booked at?
Our first food truck gig is one I'll never forget. With 14 years of restaurant ownership under my belt, I figured running a food truck would be a breeze, especially with Jimmy and Rhumina Stofa's support. But that first day was a nightmare! Everything that could go wrong, did. The generator kept dying, the gas line to the stove cut off repeatedly, the AC blew a breaker, and we ran out of hot water and propane.
Despite all these setbacks, the local community — who knew both me and the Stofas well— showed up in droves and were incredibly patient and understanding. That day was rough, but it taught us a lot. Now, two years later, we've ironed out the kinks, and our food truck has become a local favorite.
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About Bradley Cooper
