As the holiday season approaches, food truck operators often feel the pinch with slower sales during cold weather. But rather than letting the slowdown cut into your sales, it’s time to get creative. Here are a few strategies that successful food truck owners have used to boost revenue during the holiday season.
Page Contents
Cater Holiday Events
Sid Gauby of Slow River Coffee knows the power of catering. His coffee truck has made a name by showing up at holiday parties, corporate events, and even tree-lighting ceremonies. “We’ve found that catering small holiday gatherings has been a great way to keep sales strong during the slow season,” says Gauby. By offering specialized menus—think seasonal lattes and peppermint mochas—he taps into the festive spirit and keeps his truck top-of-mind.
Catering at holiday events can be a golden opportunity, from office parties to family get-togethers. People love the convenience and novelty of a food truck, and you can tailor your menu to fit the occasion. Plus, it’s a way to bring in large orders that might not come from daily traffic.
Vend at Holiday Attractions
Another savvy move? Positioning your truck at holiday-focused events like outdoor skating rinks or winter markets. Seasonal venues bring in foot traffic, often with a built-in sense of nostalgia and celebration. Whether it’s serving hot cocoa to skaters or dishing out warm comfort food to market-goers, aligning your truck with the season’s mood can create a surge in sales.
“We stationed our truck at the city’s holiday market last year, and it made a huge difference,” says Lisa Morris, owner of The Pie Stop. “People were in a festive mindset, so they were more willing to try our seasonal menu items.” This strategy helped Morris double her sales compared to the previous December.
According to data from the National Retail Federation (NRF), November and December are prime months for retailers with increased foot traffic and consumer spending. This creates a valuable opportunity for food trucks to tap into the holiday shopping surge by offering seasonal products, gift cards, and unique stocking stuffers, all of which appeal to holiday shoppers looking for convenience and festive experiences.
Stocking Stuffer Displays
If your truck offers merchandise like branded T-shirts, mugs, or tote bags, turn them into potential stocking stuffers. Set up a display at your order window, or have your staff wear the items to catch customers’ attention. “It’s an easy upsell,” says Gauby, “especially when people are out shopping for gifts anyway.”
Food truck merchandise isn’t just about branding; it’s about giving customers a way to cross off a name from their gift list while enjoying lunch. Position your products as perfect little gifts for family and friends—after all, who doesn’t want a cool shirt from their favorite food truck?
Offer Samples
The power of a free taste is undeniable. Offering bite-sized samples of daily specials or new items encourages customers to try something they wouldn’t otherwise. “We started handing out small samples of our seasonal soups,” says Morris, “and it’s amazing how often people will end up ordering the full bowl.”
By putting a sample in their hands (or mouths), you dramatically increase the chance they’ll make a purchase. Use signage to promote the free samples, or have staff engage directly with customers to showcase your menu’s hidden gems.
Warm Drinks to Keep Them Around
Nothing says holiday spirit like a warm drink in hand. Whether it’s hot coffee, spiced apple cider, or a festive hot chocolate, offering warm beverages encourages customers to stick around longer. The more time they spend at your truck, the more likely they are to explore your menu—and the more likely you are to make additional sales.
Decorate Your Truck
While a full holiday makeover might not be in the budget, adding festive touches can go a long way. Simple decorations like string lights, garland, or holiday signage can create a welcoming, seasonal vibe. “It’s all about making customers feel like they’re part of something special,” says Gauby. Showing your holiday spirit not only boosts customer engagement but also encourages them to spend more time—and money—at your truck.
Holiday-Themed Menu Specials
Create limited-edition holiday items that play into the festive spirit. Think along the lines of peppermint-infused desserts, cranberry-glazed meats, or spiced seasonal soups. Offering something exclusive for the holidays not only attracts curious customers but gives them a reason to return.
For example, a hot chocolate bar with mix-ins like whipped cream, marshmallows, and flavored syrups can be a fun, customizable experience for customers. The novelty can drive word-of-mouth, bringing more traffic to your truck.
Gift Card Promotions
Offer holiday-themed gift cards or coupons, making them an easy purchase for customers looking for last-minute gifts. You can create a promotion like, “Buy a $25 gift card, get a $5 credit,” encouraging customers to give the gift of food truck fare while earning a little extra for themselves.
Many customers may not think of a food truck as a place to buy gifts, but with the right promotion, gift cards can provide a sales boost and bring in new business.
So, as the holiday season approaches, ask yourself: Are you maximizing every sale? Whether it’s catering private events, offering samples, or simply decorating your truck, there are plenty of ways to turn the festive season into a profitable one.
