Commentary

Time to get serious about food truck professionalism

The independent nature of the food truck industry makes it innovative and nimble, but that independence also makes it hard for owners to keep in touch with one another as well as industry changes. Food Truck Operator rises to the challenge.

Photo courtesy of iStock.

April 7, 2017 by Elliot Maras — Editor, Kiosk Marketplace & Vending Times

Welcome to Food Truck Operator. The vibrancy that food trucks are delivering to the retail landscape calls for a dedicated forum to support the ambitious entrepreneurs that are reshaping consumers’ relationships with the foods they crave.

It’s an understatement to say "It's about time" that this blooming entrepreneurial crop has a forum designed to further foster its growth and professionalism.

This new forum marks the culmination of extensive research that began with our sister websites, Fast Casual, QSR Web and Pizza Marketplace. Our collective editorial team has witnessed the competitive impact of food trucks and trailers in every foodservice industry channel in recent years.

Food trucks and trailers are bringing an experience of immediacy to the consumer, and their influence will affect all food industry players in some way. Food Truck Operator will serve as the foodservice industry's lookout post on this emerging channel.

It's a mobile world

We are living in a mobile world. Technology has enabled people to set their own schedules for most of their daily activities – be it working, relaxing or eating. The mobile kitchen has emerged in response to the new lifestyles. They are helping to shape them.

The global community the internet created has exposed people to more food variety and has fostered a passion for cooking and sharing. The food truck is the vehicle that allows them to physically bring that passion to others.

Premiumization, the practice of bridging luxury and mass market consumption by making the "good" better and the "greater" more accessible, giving consumers a taste of all things premium, defines the purpose of today's food truck.

Food trucks are creating more menu diversity than has ever existed.

Where restaurant chains have begun to unify food tastes with their standardized menus, food trucks are innovating.

The examples are endless.

I recently indulged in delicious burritos and chimichangas from Los Agaves Mexican Food, a truck at a small town in southern Wisconsin, a community with virtually no Hispanic population. The meal was a far superior value than what I could find at any of the chain Mexican restaurants.

In Christianburg, Virginia, the husband and wife team of Brian and Jang Lawson found success introducing Thai cuisine via their Thai This Food Truck.

Kevin Brune found a demand for authentic Cajun and Creole cuisine with his VooDoo Kitchen food truck in central Florida.

The menu innovation taking place on food trucks today is delivering phenomenal food. Food Truck Operator will cover these stories.

The work is just starting

But there is plenty of work to do. The independent nature of the food truck industry makes it innovative and nimble, but that independence also makes it hard for owners to keep in touch with one another as well as industry changes. Owner/operators have a tough time finding out about good events and locations to serve, for example.

While regional trade organizations and associations play an important role for food trucks, they must do a better job sharing information with each other to better address regulatory issues. Better lobbying muscle could help food trucks at all levels of government meet regulatory challenges and work with government in creating rules that strengthen both food and truck safety.

The industry also needs to embrace better software tools to make point-of-sale systems more responsive to the needs of food trucks.

Another challenge stems from operators needing better access to good management practices and business education. More food truck education is needed.

A young and vibrant industry needs a forum that ties together the information resources and gives members a way to share news and ideas.

Food Truck Operator is rising to this challenge.

The website provides news, profiles of business owners and information on tools and technologies to help owners grow their businesses.

In addition to articles posted on the website, Food Truck Operator will deliver a free weekly newsletter to website subscribers.

We look forward to sharing this journey with all who share the food truck industry’s promise and its pursuit of professionalism.

Feel free to contact me if you have story ideas or issues you wish to see covered.

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.

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