Independent Operators

Takin’ it to the streets: 3 ways food truck operators can kick into high gear this summer

Lindsay Petrovic, vice president, NCR Hospitality Product Management, shares insight on how food truck operators can take advantage of innovative technologies to boost business, increase customer interaction and drive customer satisfaction to a higher level.

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June 1, 2021 | Lindsay Petrovic

Who doesn't love grabbing a delectable bite to eat from a food truck? Americans certainly do as food trucks have been on the rise since 2018. In fact, the food truck industry market size has grown nationwide 3.9% per year on average between 2016 and today.

Food trucks are simply fun: they provide customers with a different dining option and owners with the flexibility to provide their dishes to different areas of their communities.

However, food truck operators were forced to pivot their operations to survive during the pandemic. Finding efficient solutions to bring profit back to their businesses was a huge task, and as the warmer seasons approach, perhaps it's time to switch things up.

2020 was full of trial and error, but this year, innovative solutions await food truck operators. By adopting them, you can stay within COVID-19 guidelines that are proven to increase customer interaction and satisfaction.

So, consider implementing the following tips that will cue up the customers at your food truck window.

Go mobile with payments

According to Insider Intelligence and eMarketer, many consumers tried mobile wallets at the point-of-sale for the first time last year to avoid using cash and credit and debit cards. It's projected that US mobile payment users will surpass 100 million this year.

Once consumers got a taste of the convenience mobile payments offers, many aren't looking to go back to the way things were. According to a study conducted by Mastercard, 74% of respondents stated they will continue to use contactless payment methods post-pandemic.

Is your food truck ready to roll forward with mobile payments?

Before the season hits its stride, consider whether your existing POS can accept mobile payments, and do so without disruption. You shouldn't need to invest in additional hardware or outside app development — your solution should be ready-made for mobile payment acceptance and be fully integrated with your existing systems.

Taking the concept of mobile more literally, does your existing POS allow you to leave your order window and line bust without complications?

On a hot summer day, nothing eliminates a customer's appetite more than waiting in an extremely long line. Having a mobile POS allows you to process orders for customers in-line to reduce wait time and create another point of interaction.

Get your loyalty program in gear

Who doesn't love rewards? The pandemic initially robbed food truck owners and employees from connecting up close and personal with their most valuable customers. Find ways to make them feel welcomed, desired and missed. Thank them for their business by doing things like offering premium rewards with a top-notch loyalty program. A loyalty program helps personalize each customer's experience and will leave a lasting effect.

Loyalty initiatives such as providing discounts or offering a free meal on their birthdays will increase customer retention. Maintaining a strong relationship with customers may look a little different now but remains crucial to retention and success.

Shout out on social media to strengthen your presence

Social media has become the top resource for business owners to get their brands and services out to a large audience outside their direct customers.

Not only does using social channels increase brand awareness, but it paves ways for current and potential customers alike to connect with your business. Maintaining a social media presence can be simple yet effective.

Once you define the main objectives as well as your target audience, create content that caters to those needs. Analyzing what works and what doesn't will provide the perfect formula for building a campaign fit for your business. So, sounds like it's time to roll up your sleeves a get to work!

Pandemic or not, 2021 provides opportunities for growth

The pandemic is yet to be behind us. Social distancing measures will continue, even after it's in the rear-view mirror. But remember, people are social and cannot wait to get back into the swing of life. As the weather warms, food trucks can lure hungry customers into lining up at your windows and coming back for more.

Consider, if you haven't already, implementing mobile payments, introducing or shoring up your loyalty program and going all-in on social channels to shout out your brand. Doing so will bolster your business and satisfy your customers' demand for your fabulous food truck fare.

Lindsay Petrovic is vice president, NCR Hospitality Product Management