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Tacos Food Truck

Marketing Plan for "Genuine Mexican Tacos" Food Truck

Owner/Chef Information​

Background: Armando, the owner and chef, came to Copenhagen from Mexico over 20 years ago. He brings a wealth of experience and authentic Mexican flavors, inspired by his memories and new experiences from his recent trip back home.

Unique Stories/Qualifications: Armando's culinary journey began in a small town in Mexico, learning traditional cooking techniques from his grandmother. His passion for Mexican cuisine and dedication to authenticity make his dishes unique and memorable.

Savoury:

  • Tarasca Soup: Slow-cooked beans, ancho chili, vegetable bouillon, avocado, queso fresco, crème fraîche. (Vegetarian, Organic, Gluten-Free)
  • Tostada: Fried tortilla, fresh tuna, chili serrano emulsion, avocado, peanuts, crispy leeks, coriander. (Spicy, Organic, Gluten-Free)
  • Quesadilla: Corn tortilla, queso Oaxaca, chicken tinga, green salsa tatemada. (Spicy, Organic, Gluten-Free)
  • Tlayuda: Tenderloin beef, chorizo, black beans, queso Oaxaca, chili morita salsa, avocado. (Spicy, Organic, Gluten-Free)
  • Octopus & Shrimps: Garlic, butter, chili guajillo paste, lime, Mexican baguette (bolillo). (Spicy, Organic)
  • Mole Negro: Poussin chicken, plantain, rice. (Spicy, Organic, Gluten-Free)

Sweet:

  • Chocolate & Cardamom Ice Cream: Financier cake, chocolate nibs, chocolate foam. (Vegetarian, Organic)

Services​

Revenue streams

  • Takeaway
  • Events
  • Cooking Classes

Location​

Primary Location: Ofelia Plads, Copenhagen, Denmark.

Mobility: The food truck occasionally moves to different locations for events?

  • Frequency:
  • Event Locations:
  • Cooking Class Locations:

Goals​

The Dream​

What does the perfect week look like? How do you recognize success?

  • How does the week start?
  • What do you produce?
  • Who do you interact with?
  • What do rewarding interactions look like?
  • How do you close the week?
  • How do you quantify success?

Time Horizon​

What signs will indicate that you are on the right path? What can you realistically commit to?

Next Month:

  • Review

Next 3 to 6 Months:

  • Increase Sales: Boost daily sales by attracting more customers.
  • Expand Customer Base: Reach new customer segments through targeted marketing efforts.
  • Enhance Brand Awareness: Establish the food truck as a must-visit spot for authentic Mexican tacos in Copenhagen.

Commitment​

What do you need to focus on now?

Marketing​

Target Audience​

Primary Audience:

  • Local residents and workers in the Ofelia Plads area.
  • Tourists visiting Copenhagen.

Secondary Audience:

  • Event attendees at festivals and private parties.
  • Cooking class participants interested in learning authentic Mexican recipes.

Current Marketing Efforts​

Social Media:

  • Active on Instagram and Facebook, sharing photos of dishes, location updates, and customer testimonials.

What Has Worked:

  • High engagement on social media posts featuring behind-the-scenes content and customer reviews.
  • Successful collaborations with local influencers to promote the food truck.

What Hasn't Worked:

  • Limited success with paid social media ads due to budget constraints.

Social Media Strategy​

  1. Consistent Branding: Maintain a cohesive brand image across all social media platforms with a consistent color scheme, logo, and tone of voice.
  2. Engaging Content: Post high-quality photos and videos of menu items, behind-the-scenes content, and customer testimonials. Use Instagram Stories and Facebook Live for real-time engagement.
  3. Hashtags: Use relevant hashtags like #MexicanTacos, #CopenhagenFood, and #FoodTruckLife to increase visibility.
  4. User-Generated Content: Encourage customers to share their experiences and tag the food truck. Feature their posts on the official social media accounts.
  5. Exclusive Deals: Offer special discounts and promotions exclusively for social media followers to drive engagement and sales.

Content Ideas​

  1. Recipe Videos: Share short videos of Armando preparing signature dishes.
  2. Customer Spotlights: Feature loyal customers and their favourite menu items.
  3. Behind-the-Scenes: Show the daily operations of the food truck, including ingredient sourcing and food preparation.
  4. Seasonal Specials: Highlight new and seasonal menu items with enticing photos and descriptions.
  5. Cooking Tips: Share cooking tips and tricks related to Mexican cuisine.

SEO Tactics​

  1. Keyword Optimization: Use relevant keywords like "Mexican tacos in Copenhagen," "authentic Mexican food," and "food truck catering" in website content and social media posts.
  2. Detailed Menu Descriptions: Include detailed descriptions of each menu item on the website, incorporating relevant keywords.
  3. Mobile Optimization: Ensure the website is mobile-friendly for better user experience and higher search engine rankings.
  4. Local SEO: Optimize for local search by listing the food truck on Google My Business and other local directories. Encourage satisfied customers to leave positive reviews.

Event Strategy​

  1. Community Engagement: Participate in local events, festivals, and markets to increase visibility and attract new customers.
  2. Private Catering: Promote catering services for private parties and corporate events. Offer customizable menus to suit different preferences and dietary needs.
  3. Cooking Classes: Host cooking classes to engage with the community and showcase Armando's expertise. Promote these classes on social media and through local partnerships.

Branding​

  1. Visual Identity: Develop a strong visual identity with a memorable logo, vibrant color palette, and appealing food photography.
  2. Mission Statement: Craft a mission statement that highlights the food truck's commitment to authentic Mexican cuisine and exceptional customer service.
  3. Tagline: Create a catchy tagline that encapsulates the essence of the food truck, such as "Bringing the Taste of Mexico to Copenhagen."

Research​

The most successful taco food trucks combine high-quality, unique food offerings with smart business strategies, effective marketing, and a deep understanding of their target market. They leverage the advantages of mobility and lower overhead costs while focusing on creating a memorable brand and customer experience.

Notable Taco Trucks:

  1. Kogi BBQ (Los Angeles): Often credited with starting the gourmet food truck revolution in 2008, Kogi BBQ is known for its Korean-Mexican fusion tacos.
  2. Torchy's Tacos (Austin, TX): Started as a food truck and has since expanded to multiple brick-and-mortar locations.
  3. Tacos La Vaporera (Fresno, CA): Won the People's Choice Award for three consecutive years at the Taco Truck Throwdown event.
  4. Tacos Jacinto (Fresno, CA): Won the Judge's Choice Award at the Taco Truck Throwdown.

Factors Contributing to Success:

  1. Quality of Ingredients: The best taco trucks often use fresh, high-quality ingredients, including freshly made tortillas.
  2. Unique Flavors: Successful trucks often offer distinctive flavour combinations or fusion cuisines that set them apart.
  3. Mobility: The ability to move to high-traffic locations and events is a significant advantage.
  4. Social Media Presence: Effective use of social media for marketing and communicating locations to customers is crucial.
  5. Low Overhead: Food trucks have lower operating costs compared to traditional restaurants, allowing them to focus on food quality.
  6. Specialization: Many successful trucks focus on perfecting a specific type of taco or cuisine.
  7. Community Engagement: Building a loyal customer base through community involvement and excellent customer service.
  8. Adaptability: The ability to adjust menus, locations, and services based on customer feedback and market trends.
  9. Branding: Creating a memorable brand identity through truck design, logo, and overall concept.
  10. Consistency: Maintaining consistent quality and flavour across all menu items.