Food Trucks

People and Persuasion

Scorecard

• Meaningful Progress
• Startup Checklist
• People
• Persuasion
• Sales
• Marketing

Team Players

Who do you need on your team?

Question	Notes
Character?
Where do you find them?
What do they need?

Sales and Marketing

How do you persuade people to add to the dream?

Identity	Notes
What drives them?
What can you offer them?
What do you expect from them?

JTBD Toolkit

Sales & Marketing Toolkit

JTBD	Product
Bookings	cal.com
Social Media Management	Buffer
Community Engagement	Slack
Advertising Management	Facebook Ads Manager
Landing Page Builder	Wix
Email Marketing	Mailchimp, Constant Contact
Analytics	Google Analytics, Meta Pixel
Influencer Marketing	AspireIQ, Upfluence
Graphical Images	Canva
Customer Relationship Management	Hubspot, Salesforce (Basic)
Marketing Automation	ActiveCampaign, Marketo
Survey Tools	SurveyMonkey, Typeform
Copywriter	jenni.ai, copy.ai, anyword
Email Marketer	beehiiv, substack, convertkit
Faceless video producer	revid, pictory, vidyo.ai
Marketing Strategist	semrush, ahrefs, moz
Growth hacker	mutinyha, growthbook, voyantis, phlanx, viral-loops
Community Manager	tribe.so, circle.so, mighty networks
Podcast producer	synthesia, riverside, descript
SEO Specialist	surfer, clearscope, marketmuse
Social Media Manager	zaap.ai
Video Producer	runway, descript, veed

Digital Strategy

Landing Pages

• Main Website

Social Media Platforms

• el.patron_armando | Instagram
• elpatronmex4 | TikTok
• pandopatron.dk | Facebook
• Pinterest

Advertising Platforms

• madbillet.dk
• migogkbh.dk

Brand and Loyalty

Branding Workflow

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 experience.
4. Community Engagement: Participate in local events, festivals, and markets to increase visibility and attract new customers.
5. Social Media: Consistent account names related to the same email address.
6. Launch a Memecoin: Tokenized loyalty...

Content Ideas

1. Recipe Videos: Share short videos of 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.

Social Media

Core Principles.

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.

Platforms and Focus

1. Instagram: For visually appealing food content and stories
2. Facebook: For community building and targeted ads
3. TikTok: For short, engaging video content
4. Pinterest: For recipe sharing and food inspiration
5. LinkedIn: Industry partnerships

Landing Page & SEO

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.

Process to follow:

1. Search for inspirational design ideas.
2. Copy and paste screenshots into Figma dream board
3. Make notes on what you like and why
4. Take note of designer, colour and style
5. Upload screenshots or use Canva to mock up your own design
6. Use UI Design Prompt and complete instructions from above to iterate on design ideas.

Products & Services

See workbook for financial analysis.

1. Fine Dining at Home
2. Cooking Classes
3. Food Truck

Fine Home Dining

Your home. Our food. Memories served

Content Strategy: Align content around delivering experiences to the comfort of home with quality food, and making lasting memories with family and friends.

1. User-Generated Content: Encourage customers to share photos of their at-home dining experiences using your service with a specific hashtag.
2. Behind-the-scenes content: Show the preparation process, from ingredient selection to packaging.
3. Recipe tutorials: Share simple recipes that complement your delivered meals.
4. Customer stories: Feature testimonials focusing on memorable moments created with your service.
5. Theme-based content: Create content around special occasions (e.g., date nights, family gatherings) that align with your service.
6. Food photography: Share high-quality images of your dishes in home settings.
7. Live Q&A sessions: Host live sessions with chefs or nutritionists to engage with your audience.
8. Influencer partnerships: Collaborate with local food bloggers or lifestyle influencers to showcase your service.

Tactics: Use a mix of organic content and paid advertising to drive traffic to your landing page for sign-ups. Regularly analyze your campaign performance and adjust your strategy accordingly.

Metrics:

• Price per Person:
• Target Customer:

Cooking Classes

Participants interested in learning authentic Mexican recipes.

• Price per Person:
• Target Customer:

Food Truck

To be located where?

Target Customers:

• Local residents (repeat business)
• Tourists visiting Copenhagen.

Market Research

Success Stories

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 WorldWide Include:

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.

Success Factors

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.

Cautionary Tales