Great companies have a single purpose that drives them toward success, and that doesn’t change when the industry involves food trucks. Your food truck purpose statement should be simple, straightforward, and no longer than a sentence.
To define your food truck purpose, you want to ask three questions:
- What is your vision? What do you want to become. Vision emerges from the sense of purpose. It forms the why, but it also embraces the future as in “to become” the best, the highest quality, or the most trusted.
- What is your mission? Very often this is the easiest to answer because all you need to do is look around at what you are doing. Your mission is the what of your business.
- What are your values? Neither vision or mission mean much if they are not reinforced by strong values. Values shape the way people behave toward others in your food truck. Ethics and integrity must be a given. But people want more than good behavior; they want to work in a place where cooperation and collaboration are normal. They want also to know their work matters and they will be recognized for it. Values enforce the behaviors that employees cherish.
So how does your food truck purpose differ from your vision, mission, or food truck values, which emphasize how the organization should view and conduct itself? In its simplest form, purpose is your food truck’s reason for being.
Defining Your Food Truck Purpose in a Single Sentence
Your food truck purpose emphasizes the importance of serving customers or understanding their needs but also puts you and your employees in the customers’ shoes. It must say, “This is what we’re doing for someone else.” And it must be motivational, because it connects with the heart as well as the head. This will become your food truck’s, “philosophical heartbeat.”
For example, Google’s is “We organize the world’s information and make it universally accessible and useful,” and ING Direct’s is “We lead Americans back to savings.” This is not a tag line but a single idea that defines the company’s reason for existing. Discover what your food truck business is best at and put it into a sentence. Don’t settle with being the middle of the road, but strive to be the most responsive, most colorful, or most focused. Then, make sure that everyone in your mobile food business knows that sentence and uses it to drive success.
The Bottom Line
If you’re crafting a food truck purpose statement, inspire your staff to do good work for you, find a way to express the organization’s impact on the lives of customers. Make them feel it.