By James Scarpa
The success of gourmet food trucks in cities like Los Angeles and New York has inspired aspiring food truck owners in other areas to explore mobile foodservice.
However, as this new market grows, resources for starting mobile kitchens are limited. Most entrepreneurs are learning through trial and error, sharing advice among peers, and consulting a small number of food truck experts.
Drivers’ Ed
Scott Baitinger, co-owner of Streetza Pizza in Milwaukee, thoroughly researched mobile kitchen options. His “700-degree oven on wheels” features compact baking equipment that allows pizzas to be prepared efficiently.
Baitinger’s setup has enabled sales of 15,000 to 20,000 slices at events, and he plans to expand to 26 trucks in the Midwest. However, he acknowledges some initial missteps, like using oversized generators and all-electric equipment, leading him to adapt to a quieter, propane-electric mix.
Smoothing Speed Bumps
Farhad Assari, who runs two Sauca gourmet flatbread trucks in Washington, D.C., also struggled initially with equipment placement for optimal workflow but learned from his mistakes to refine the layout.
Ray Villaman, from Mobi Munch in Los Angeles, notes that choosing advanced equipment and powerful generators can significantly increase costs, with basic trucks priced around $125,000 and more customized versions at $160,000 or more.
Cruising
In Los Angeles, restaurateurs Susan Feniger and Mary Sue Milliken recently expanded with a new Border Grill taco truck, opting for a custom design that accommodates a more sophisticated menu compared to their leased truck.
Seeking Green Flags
In Chicago, however, city laws currently prevent on-board cooking in food trucks. Entrepreneur Matt Maroni is advocating for regulatory changes to permit this, while running a storefront eatery in the meantime.
Maroni recognizes that while food trucks may be more cost-effective than full-scale restaurants, they demand equal or greater effort.
Equipment Spotlight
Sauca trucks, located in Washington, D.C., operate two vehicles, with plans for two more this summer, focusing on hand-held flatbread sandwiches inspired by various global cuisines.
Total Cost: $100,000, including truck, equipment, and installation.
Tips for Outfitting a Food Truck:
Carefully plan your menu to guide equipment selection.
Design kitchens with flexibility in mind to accommodate equipment changes based on sales.
Carefully consider your power sources during setup.
