Tags Posts tagged with "Communication"


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tip of the dayYou have customers and potential customers, who are upset with your food truck as I write this. I can almost guarantee that there are far more of them than you realize and because of that you are obliviously losing out on some of their business. The only way to capture those lost customers is to realize that you’re making this easy mistake and change your behavior.

This is one of the easiest ways for a food truck to make a mistake on social media, because we typically don’t think of silence as an insult. But in a few circumstances, it’s a huge let down. Here are a few examples:

  • Ignoring Complaints – This is the obvious one. When a customer complains, they expect a response. So do your other customers. The way you respond says a lot to your audience about how they can expect to be treated.
  • Ignoring Compliments – This one’s less obvious and possibly a bigger problem. A customer who pours their heart and soul into a positive comment is likely to feel cheated if you never respond. Obviously, you can’t please everybody, but it’s good to at least be aware that this happens.
  • Ignoring Questions – When you leave a customer hanging, it can look bad, especially when it happens out in the open where other consumers can see it.

It’s impossible to please everybody, but you will save your food truck a great deal of alienation if you invest as much as you can in customer interaction. Most of them don’t understand just how busy a food truck owners is but a large minority of them will take your lack of response personally.

strong food truck business

Picture your mobile food business as a building. You have the foundation which is comprised of your employees, customer, and your truck. However, in order to keep the roof over your head, you have to have a structure in place (ie… four columns, or pillars). These pillars are accountability, integrity, honesty, and communication.

The absence of any of the four pillars will cause your food truck business will crumble around you.

Here’s why they are so vital to a strong food truck business:


Everyone must be accountable for their actions. With so many new food trucks popping up across the country for consumers to choose from, a successful food truck business must stand out. If you and your employees hold yourselves accountable for your actions, this is a huge step in distinguishing yourself from other similar food trucks. Just as the US government has a system of “checks and balances,” the same should be used in a mobile food business.


Integrity is something that we are taught from an early age. This is you and your employee’s ability to “do the right thing.” This is one of the most difficult pillars to reach because most mobile food vendors claim they have integrity, but they lack the ability to back up their statements with solid proof. The key to this pillar, and the others, is to hire people who in with your food truck business’ vision. As the leader of your business, you you must lead by example.


Honesty goes hand in hand with integrity. If you have integrity then you will generally be an honest person. Don’t be someone who “passes the buck” when a mistake is made. Yes, you can attempt to prevent mistakes, but you should also have a work environment that encourages employees to talk about their mistakes and what they have learned from them.


The communication pillar is the final pillar needed to build your the structure that supports your food truck business, and it’s the most important one. Your ability to listen, then communicate is the backbone to your mobile food business. Your employees must be trained on how you want them to communicate with customers, each other, and with you. Often, due to timing or things outside of your control, this is easily overlooked. Training your employees to be good communicators will also depend on how you interact with your customers, employees, and even your family.

The four pillars of accountability, integrity, honesty, and communication are essential traits of a strong food truck business and the people who represent it. By holding yourself and your employees accountable with integrity and honesty in all forms of communication, you have built a food truck business structure that’s setup to last.

tip of the dayOutside of selling great food, successfully communicating with customers is the foundation for all food truck sales. Here are two tactics that will increase the likelihood that your food truck customers hear what you have to say:

  • Understand their language. Too many food truck businesses use a one-size-fits-all sales pitch. The reality is that your customers speak a unique language informed by their life experiences. Tailor your sales approach and your language for each customer.
  • Focus on them, not you. It’s tempting when trying to make a sale to talk about “my food truck, my menu’s benefits.” Instead, turn the spotlight on your customers. Talk about them. Get to know them and make them feel special.
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