We continually hear that starting a food truck business is one of the hardest small business can start on limited funds. Often the outcome doesn’t result in a fleet of food trucks, a chain of brick and mortar restaurants or even a company deemed successful. The failure rate that occurs in the food service industry can be attributed to many different factors, but often, it comes down to these three common problems.
3 Reasons Why You May Never See Food Truck Success
You have the wrong menu
The biggest mistake you can ever make as a vendor is to create a menu that doesn’t solve a particular need or fill a void. Once you make an assumption about what your market needs, you’ve already started down the wrong path. One of the best ways to create a concept and menu that people will actually pay for is to involve your prospective customers in the process – from the start.
Do your homework, hit the streets and talk to people about what you intend serve. Ask them if they would eat it. Once you gather enough evidence about the need for your menu, you will spend fewer resources trying to convince people to track you down once you start rolling.
Most of the great food trucks started with menus that the owners were passionate about. Start with what you want, validate and focus on making it awesome.
Related: Why Do Food Trucks Fail?
You can’t adapt or change direction
If a food truck vendor can’t give up on their original ideas when the market requires it and make necessary changes, a mobile food business could be heading for a dead end street.
Most food trucks that we’ve seen fail usually have specific immobile goals they want to achieve. Food service is a fast changing business model and demands that concepts and plans need to be consistently re-visited and altered if necessary. Roles within the truck organization, menus, leadership and goals should be open for discussion and re-evaluation when things don’t go as planned.
How flexible are your food truck’s business goals? Successful food trucks are the ones that can change direction on the fly to adjust as needed. There is nothing wrong with making tweaks and sticking to what sells.
Related: 5 More Reasons Food Trucks Fail
Your market isn’t big enough
You need an existing market that is big enough or has enough foot traffic to be successful. How big is your current market? How do you sustain growth if you are operating in a town that isn’t growing? You could have a fantastic concept, wonderful food and the best service, but if your market isn’t growing, you will eventually struggle to sustain your business.
We hope this article sheds some light on the issues of food truck failure and shows new food truck vendors how to keep their service windows open for the long haul.