How It’s Done: A Live Food Truck Business Plan Sample

Executive Summary

I’m launching “Smoke & Steel BBQ” — a no-bullshit, high-speed barbecue trailer in downtown Austin, Texas. We serve smoky, saucy, stupid-fast meat feasts to office workers who hate lines and bar crowds who need fuel after last call. No “artisanal slow food.” No “vibes.” Just 90-second service, pre-orders via Instagram DMs, and a 10-minute pickup guarantee. If you’re not here to turn lunch breaks into legend, you’re in the wrong line.

Why this works: Downtown Austin has 1,400+ foot traffic/hour at lunch — and zero trucks offering guaranteed pickup times. We’re stealing customers from slow, bloated competitors by making speed our product. 80% of orders will be pre-booked via Instagram — no apps, no third-party fees, pure margin. Walk-ups? Quoted 15+ minute waits — which pushes 92% to pre-order within 3 days.

Startup cost: $98,000 — trailer, equipment, permits, 3-month buffer, +15% contingency. Break-even: 67 orders/day by Month 4. Realistic revenue: $25,188/month by Month 3. Net profit: $11,688/month by Month 6. Exit: License our “10-Minute Brisket” prep system to ghost kitchens by Year 3.

Ownership: 70% me (Maria Chen, chef-operator), 30% silent investor (“Austin Eats Fund LLC”) for $30K. No employees at launch — I’m running solo to control cost and quality. First hire: Line Cook at Month 4 — only if we hit 75+ orders/day for 3 straight weeks.

This isn’t passion. It’s physics. Speed + simplicity + direct orders = survival. Hit 67 orders/day? We scale. Miss it? We pivot. No ego. No sunk cost fallacy.

Mission & Vision: Why Your Truck Exists (Beyond Tacos)

Mission (Daily Grind): We turn 10-minute lunch breaks and post-bar hunger into legendary, no-wait meat feasts — no lines, no BS, just smoky, saucy, stupid-fast satisfaction. Every. Single. Time.

This mission isn’t poetry — it’s operational law:

• Menu: 4 items only — brisket sandwich, pulled pork plate, smoked wings, loaded fries. No sides over 90 seconds prep. No “chef’s specials.”
• Location: 11 a.m.–2 p.m. Tues–Thurs outside downtown office towers (5th & Colorado). 5 p.m.–1 a.m. Fri–Sat on Rainey Street. Zero “vibes” spots — only foot traffic math.
• Service: 80% pre-orders via Instagram DM. Walk-ups quoted 15+ min — psychological nudge to pre-book. No cash — Square only (faster, cleaner, auto-bookkeeping).
• Marketing: Captions scream “SKIP THE LINE — DM TO ORDER.” No “slow food” fluff. Only speed, value, FOMO.

Vision (Endgame): Dominate Austin’s downtown lunch and late-night bar food scene by Year 2. By Year 3, license our “10-Minute Brisket” prep and pre-order system to 3 ghost kitchen operators in Dallas, Houston, San Antonio for $25K/year/license. Exit via acquisition by regional ghost kitchen group by Year 5.

We’re not building a truck. We’re building a playbook. Scale the system — not the trailer.

The Numbers That Matter: Startup Cost, Break-Even, Edge

Why These Numbers Win:

• Startup Cost: $98K covers a used 14ft trailer, HD-approved buildout, permits, 3-month buffer. Under $100K forces efficiency.
• Break-Even: 67 orders/day is brutal but achievable in downtown Austin. If we’re below 50 by Month 3 — we pivot locations or menu. No debate.
• The Edge: Pre-orders via Instagram are free, fast, build direct customer database. No Uber Eats 30% fee. No DoorDash delays. Pure margin, pure control.

Company Description — Who You Are (And Who’s Paying)

“Smoke & Steel BBQ” is a Texas LLC (EIN: 88-1234567), formed April 1, 2025. We operate one 14ft custom barbecue trailer, parked at high-foot-traffic commercial zones in downtown Austin. No brick-and-mortar. No second truck. Focus is 100% on perfecting the core model before any expansion.

This is a founder-led, capital-efficient operation. We reject complexity. We embrace constraints. Goal: Build the most predictable, profitable, scalable mobile food unit in Central Texas — not win “best food truck” awards.

Legal Structure: LLC, Sole Prop, or Partnership?

Structure: Texas Single-Member LLC (disregarded entity for tax purposes), with S-Corp election filed effective January 1, 2026 (to reduce self-employment tax after profitability).

Why LLC? Personal asset protection is non-negotiable. If a customer slips on a fry, they sue “Smoke & Steel BBQ LLC” — not Maria Chen’s personal bank account or home. Cost to form: $300 (Texas SOS fee) + $500 (registered agent). Done.

Ownership Split:

• Maria Chen (70%): Founder, Operator, Head Chef. Brings concept, execution, sweat equity. Draws owner’s salary starting Month 7 (only if net profit > $5K/month).
• Austin Eats Fund LLC (30%): Silent partner. $30,000 cash investment for 30% equity. No operational control. Receives 8% preferred return (paid quarterly) before any profit distribution. Exit clause: Right of first refusal if founder sells.

Why This Split? I retain control (70% = veto power). Investor gets priority return for de-risking capital. No equal splits. No emotional partnerships. Clean, contractual, built for survival.

Team Bios: Skills, Not Résumés

We are a team of one — for now. Every hire must move a financial metric. No “helping out.” No “passion projects.” Only profit drivers.

Maria Chen — Founder & Operator (100% of initial labor)

• Core Skill #1: High-Volume, Low-Margin Execution. 8 years in fast-casual kitchens. At “Urban Bowl” (Austin), cut food cost from 38% to 27% in 6 months by renegotiating with 3 local meat purveyors and implementing daily waste tracking. Replicating Day 1.
• Core Skill #2: Instagram Growth & Direct Ordering. Grew “Bao Down” Instagram from 0 to 12K followers in 4 months pre-launch using “Coming Soon” teaser Reels and SMS list building. Generated 3,200 email signups. Will replicate with “Smoke & Steel” — goal: 5,000 followers by launch day.
• Core Skill #3: Crisis Management. Survived 3 health inspections with zero violations at previous employer by running surprise internal audits and maintaining an “inspection emergency kit” (spare thermometers, fresh logs, sanitizer strips). Implementing same protocol — no exceptions.

First Hire (Contingent — Month 4+): Line Cook

• Required Skills: Can fire 40+ orders/hour with <5% error rate. Cross-trained on smoker, grill, fryer. Works calmly under pressure. No “creative input” — follows specs exactly.
• Compensation: $19/hour + $1/hr retention bonus after 90 days. No tips. No equity. Performance metric: Must maintain 90-second avg. order time during rush. Failure = retraining or replacement.
• Hiring Trigger: Only if daily order volume exceeds 75 for 3 consecutive weeks. No hiring “just in case.”

Market Analysis — Know Your 5-Block Battlefield

I don’t care about “the food truck industry.” I care about the 5-block radius around 5th & Colorado in downtown Austin — because that’s where my customers walk, work, and get hangry. If I don’t map every lunch rush, every competitor’s weak sauce, and every zoning trap in this zone, I’m not opening a business — I’m volunteering for a public failure.

This isn’t research. This is reconnaissance. I ate at every truck within 800 feet. I counted their customers. I timed their service. I stole their weaknesses. Now I’m weaponizing them.

Target Customer: Give Them a Name (Not “Foodies”)

“Foodies” don’t pay my propane bill. “Alex” does.

Alex Chen, 28, Product Manager at Bumble HQ. Works 9–6, 3 blocks from my lunch spot. Budget: $15/meal. Orders lunch 4x/week. Hates lines — will walk 3 blocks to avoid one. Orders via Instagram DMs because “it’s faster than the app.” Follows 5 local food accounts. Will pay $2 extra for a dish that “looks insane” on his story. Leaves 5-star reviews if you remember his name — 1-star if you get his order wrong. Secretly competes with coworkers for “best lunch find.”

Everything I do is engineered for Alex:

• Menu: $12–16 price point. No dishes over 8 minutes prep. Instagram-first plating — charred edges, bright sauces, custom black packaging with logo. “Brisket Bomb” sandwich? Designed to drip sauce on camera.
• Location: Parked outside WeWork/tech offices 11 a.m.–2 p.m. Tues–Thurs. Rainey Street bar district 5 p.m.–1 a.m. Fri–Sat. Zero “vibes” spots — only foot traffic math. If fewer than 40 covers/day — I relocate.
• Marketing: Instagram Stories scream “ALEX — YOUR 12:15 SLOT IS READY. SKIP THE LINE.” Geo-targeted ads within 0.3 miles of target office buildings. SMS list: “Text ‘SMOKE’ to 512-555-0199 for free fries on first order.”
• Service Speed: 90-second max wait. Train staff to yell “Alex! Order up!” — personalization = loyalty. No cash — Square reader only (faster, cleaner, auto-bookkeeping). Walk-ups quoted 15+ min — pushes 92% to pre-order within 3 days.

If I can’t name my customer, I’m selling to ghosts. Alex is real. He’s impatient. He’s my paycheck.

Competitor Recon: Eat Their Food, Map Their Weaknesses

I visited every truck within 1 mile. Ordered the same dish. Took notes like I was casing a bank. Here’s what I found — and how I’m killing them.

I don’t need to crush all competitors. I need to exploit one gap — and own it. Pyro Pizza ignores gluten-free? That’s my wedge. Chicken & Guns is slow at 9 p.m.? That’s my hour. Taco Loco’s portions are skimpy? That’s my billboard.

One is enough. Three is ideal. Five is paralysis. I picked my battles. Now I’m fighting.

Location Math: Foot Traffic > ‘Vibes’

That “cool alley with murals”? If 12 people walk by per hour, I’m bankrupt by Month 2. Location is math. Not vibes. Not “good energy.” Bodies per hour. Wallets per body.

Foot Traffic Calculation — Downtown Austin, 5th & Colorado:

• 11 a.m.–2 p.m. (Lunch Rush): 1,400 people/hour (counted via city traffic cam + manual tally over 3 days)
• 5 p.m.–8 p.m. (Dinner): 950 people/hour
• 9 p.m.–1 a.m. (Late Night): 700 people/hour

Conversion Rate Assumption: 5% of foot traffic buys food (industry avg for pods).

• Lunch Potential: 1,400 x 3 hours x 5% = 210 customers
• Dinner Potential: 950 x 3 hours x 5% = 143 customers
• Late Night Potential: 700 x 4 hours x 5% = 140 customers

Total Daily Potential: 493 customers — if I capture 100% of my niche. Realistic? 15–20%. That’s 74–99 orders/day. Enough to survive? Only if my break-even is 67 (see Financials).

Hidden Costs of Location — The Silent Killers:

• Commissary Fee: $1,200/month (Austin avg) — mandatory for parking, cleaning, waste disposal. Non-negotiable.
• Pod Slot Fee: $1,100/month for prime lunch spot at 5th & Colorado. Negotiated revenue-share option: 10% of sales if I hit $25K/month — took it.
• Event Permit: $250/day for SXSW or ACL Fest — but sales 3x higher. Worth it.
• Noise Permit: $250/year if I play music after 10 p.m. — I don’t. Silence is faster service.
• Generator Ban: Pod forbids generators — I use grid power. Adds $350/month. Budgeted.

Before I parked — I called Austin Public Health. Asked: “What’s zoned for mobile food? What’s the commissary requirement? What’s the decibel limit after 10 p.m.?” Got it in writing. No assumptions. No “I’ll figure it out.”

My battlefield is 5 blocks wide. I mapped it. I own it. I’m dominating it.

Truck & Menu — Your Profit Engine on Wheels

My truck isn’t a vehicle. It’s a rolling profit center. My menu isn’t a list of dishes. It’s a spreadsheet with flavor. Get this wrong, and I’m not running a business — I’m hauling debt with a side of fries.

This section is where passion meets physics. Can my truck handle 14-hour days? Can my menu fire 80 orders in 90 minutes without collapsing? Can my pricing survive Uber Eats’ 30% cut, $4/gallon gas, and the fact that my generator eats propane like a teenager eats pizza?

Answer these — or close now.

Truck Type & Cost: Trailer vs. Truck vs. Cart (Real Numbers)

Forget “what looks cool.” This is about ROI per square foot, maintenance nightmares, and what Austin Public Health will actually approve.

Cart (Pop-Up Tent + Folding Grill)
Cost: $2,000–$8,000
Best for: Testing concepts, farmers markets, brewery pop-ups.
Reality: I’m at the mercy of weather, theft, and “no overnight storage” rules. Health inspectors in Austin will make me cry. But if I were broke and brilliant? I’d start here. Prove demand. Then scale.

Trailer (Towed, 8×16 to 14×8)
Cost: $15,000–$40,000 (used, outfitted)
Best for: Semi-permanent pods, festivals, commissary-based ops.
Reality: Cheaper than a truck. Easier to repair (no engine). But I need a vehicle to tow it — and parking/storage is a bitch. Reddit gem: “Bought a used cargo trailer for $7K. Spent $18K on hood, fryer, sink. Passed HD first try because I built to code — not ‘vibes.’”

Truck (Step Van, Sprinter, E350)
Cost: $40,000–$120,000+
Best for: High-mobility, multi-location, brand-heavy ops.
Reality: I’m buying a business — and a mechanic’s retirement fund. Gas mileage? 4–8 MPG. Repairs? $3K axle, $2K generator, $1.5K fridge compressor. Reddit truth: “Spent $35K on a ‘turnkey’ Sprinter. HD rejected it because the grease trap was undersized. Lost $8K fixing it. Always. Check. With. HD. First.”

What I Bought — And Why:

• 14ft Custom Trailer: $28,000 (used, from “Burger Beast” closing sale).
• Outfitting: $12,500 — flat-top grill, 40lb fryer, 2-door fridge, 3-comp sink, fire suppression hood (HD-approved).
• Inspection: Pre-purchase HD walkthrough — $300. Saved me $6K in retrofits.
• Wrap: $2,200 — matte black with neon “SMOKE & STEEL” — visible from 100 yards.

What to Inspect Before Buying — No Exceptions:

• Health Dept Approval: Got the inspection report. “Approved in Texas” means nothing in Austin. My HD sets the rules — not the seller.
• Grease Trap Size: 25-gallon — big enough. Too small? I’d be pumping it weekly. Cost: $200/shot.
• Generator Capacity: 7,000W Predator — runs fryer, fridge, lights, POS at same time. If not, I’m dead during rush.
• Propane Lines: Leaks = explosions. Got them pressure-tested. Cost: $150. Worth every penny.
• Exhaust Hood: Fire suppression system certified. No suppression? Automatic shutdown. Reddit horror: “Shut down mid-festival. Lost $14K in sales. Hood cost $6K to fix.”

I bought used. Negotiated hard. Brought a mechanic. And for the love of god — I didn’t buy “custom” until I survived 12 months.

Menu Engineering: Speed, Cost, Instagrammability

My menu is a battlefield. Every dish is a soldier. Some are heroes. Some are cannon fodder. I kill the weak. I promote the killers.

Build this table — or go bankrupt.

Instagrammability Rule: If it doesn’t photograph like a goddamn magazine cover, it doesn’t belong on the menu. Drips. Char. Steam. Color. Reddit truth: “Changed plating from white paper tray to black slate with parsley garnish. Instagram saves up 300%. Sales up 22%.”

I test every dish for:

• Speed: >8 minutes? Delete or re-engineer.
• Margin: <65%? Raise price or kill it.
• Waste: Does it use trim from other dishes? If not, it’s costing me twice.

Pricing Strategy: Anchor, Margin, Psychology

I’m not pricing food. I’m pricing perception. My customer doesn’t know my food cost. They know if they feel ripped off — or like they just won.

The Anchor: One high-price item that makes everything else feel cheap.
Example: “$28 Wagyu Burger” (sells 3/week) makes my “$16 Classic Burger” feel like a steal. Works every time.

The Psychology: $15.95 feels cheaper than $16.00. But in 2025? Round numbers win. “$16” feels honest. “$15.95” feels sneaky. Reddit truth: “Switched to round numbers. Complaints about ‘nickel-and-diming’ dropped 80%.”

The Hidden Costs: My $14 taco bowl isn’t $14. It’s:

• -$4.20 (food cost)
• -$1.80 (labor)
• -$1.20 (packaging)
• -$0.90 (propane + generator)
• -$0.70 (delivery commission — if applicable)
• -$0.50 (credit card fees)

That’s $9.30 in costs. $4.70 profit. Now add $1,200/month commissary fee. $750 insurance. $300 permits. Suddenly, I need 67 orders/day just to break even.

Rule: If my menu price doesn’t cover ALL hidden costs + 20% profit margin, I’m not in business. I’m in denial.

I price for survival. Not for applause.

Operations Plan — The Daily Grind (No Glamour)

My food truck doesn’t run on passion. It runs on propane, par levels, and people who show up sober. Glamour dies at 5 a.m. when I’m scrubbing grease off the fryer and my “star employee” texts “sick.”

This section is my playbook for surviving the daily meat grinder. No poetry. No vibes. Just who does what, when, and how I keep the machine running when parts start falling off.

Staffing: Roles, Wages, Retention (Before You Hire)

I don’t hire humans. I hire roles. I define them cold. I pay them fairly. I keep them sane. Or I’ll spend my life training replacements while my Yelp score bleeds out.

The Roles (No Fluff):

• Operator/Head Chef (Me): Menu design, inventory ordering, supplier negotiation, quality control, final plating. Salary: Owner’s draw — but I track my hours. If I’m working 70 hours/week for $12/hr, I’m failing.
• Line Cook (1–2): Fires all orders. Must plate 25+ items/hour with <5% error rate. Cross-trained on grill, fryer, prep. Wage: $19–22/hr + $1/hr retention bonus after 90 days.
• Front-of-House / Cashier (1): Takes orders, handles POS, manages line, upsells drinks/desserts. Must upsell 1.2 items/guest. Wage: $18–20/hr + 0.5% of daily sales if upsell target hit.

Retention Isn’t HR Bullshit — It’s Survival Math:

• Wage Premium: I pay $2–3/hr above Austin average. “But I can’t afford it!” — Yes, I can. Turnover costs me $4,200 per cook (recruiting, training, lost sales during ramp-up). I pay more now — or bleed more later.
• Bonuses That Matter: “1% of monthly net profit after 6 months” — paid in cash on the 5th. Not “maybe.” Not “when we’re profitable.” Every damn month.
• Sanity Breaks: No one works 6 days/week for 12 hours/day and stays sane. I mandate 1 full day off/week. I cover it myself if I have to. Burnout isn’t a risk — it’s a guarantee.
• “Cover Shift” Bonus: $50 cash + free meal for anyone who covers a last-minute no-show. Keeps the machine running — and builds loyalty.

Reddit truth: “Paid my cook $21/hr in Austin. Everyone said I was crazy. Turnover: zero in 18 months. Competitors? 3 cooks in 6 months. Who’s crazy now?”

I hire slow. I fire fast. I train harder. No “family.” No “vibes.” Just clear roles, fair pay, and zero tolerance for unreliability.

Suppliers & Inventory: Par Levels, Waste Tracking

My suppliers aren’t vendors. They’re my lifeline. My inventory isn’t “stuff in the fridge.” It’s cash waiting to rot. I manage both like my life depends on it — because my profit margin does.

Supplier Rules — Non-Negotiable:

• Two for One: Two suppliers for every critical item (buns, meat, cooking oil). Primary: best price. Backup: reliable, even if 10% more expensive.
• Price Locks: I negotiated 6-month fixed pricing on core items. “Market rate” is code for “we’ll screw you when tomatoes spike.”
• Delivery Terms: “Net 10” — 2% discount if paid within 10 days. Cash flow is king. I take the discount.
• Local First: Farmers, butchers, bakers within 50 miles. Fresher product. Lower shipping cost. Marketing gold (“Local greens from GreenField Farms — harvested yesterday”).

Inventory Management — Par Levels or Perish:

Par level = minimum stock I must have to survive a rush. I set it. I track it. I enforce it.

Waste Tracking — Because Rotting Food Is Burning Cash:

• Daily Weigh-In: Every morning, I weigh all food waste. I log it. “Tuesday: 4.2 lbs wilted lettuce, 1.8 lbs overcooked rice — $28.40 lost.”
• Trim Recovery: Chicken trim? I make stock. Stale buns? Bread pudding. Vegetable scraps? Compost or staff meal. Waste = failure.
• Software or Spreadsheet: I use a brutal Excel sheet. No “eyeballing.” No “it’s fine.” I track every damn ounce.

Reddit gem: “Tracked waste for 30 days. Found I tossed $380/week in unused herbs and over-portioned rice. Adjusted prep — saved $1,500/month. Paid for my generator.”

Daily Workflow: From Dawn Till Midnight

My day isn’t “open and close.” It’s a military op. Every minute scheduled. Every task assigned. Every contingency planned. Deviate — and the machine breaks.

My Daily Schedule — “Smoke & Steel BBQ” (Austin Pod):

• 5:00 a.m. — ME: Prep & Inventory Check
  – Check par levels. Order if below trigger.
  – Weigh yesterday’s waste. Log it.
  – Prep proteins (brisket, ribs) — 3 hours.
• 8:00 a.m. — Line Cook #1: Station Setup
  – Fire up grill, fryer, smoker.
  – Portion sides (coleslaw, beans, fries).
  – Sanitize all surfaces, utensils, serving trays.
• 10:30 a.m. — FOH / Cashier: Front-of-House Ready
  – Load POS with daily specials.
  – Set up condiment station, napkins, utensils.
  – Post “OPEN IN 30 MIN” on Instagram Stories.
• 11:00 a.m.–2:00 p.m. — LUNCH RUSH (Mode: WAR)
  – Me: Expediting, quality control, jump on grill if backed up.
  – Line Cook: Firing orders — target 90 seconds/order.
  – FOH: Managing line, upselling drinks, processing payments.
  – CRISIS MODE: If line >10 people — activate “Rush Menu”: 3 core items only (brisket sandwich, fries, drink). Kill specials. Speed > variety.
• 2:00–4:00 p.m. — LULL (Mode: RECOVER)
  – Deep clean grill, fryer, prep stations.
  – Replenish par levels for dinner.
  – Review lunch sales — adjust dinner prep if needed.
  – Post lunch rush Reel: “Sold out of brisket by 1:30! Dinner drop at 5 — DM to reserve.”
• 4:30 p.m. — Staff: Dinner Setup
  – Re-fire equipment.
  – Portion dinner proteins (ribs, chicken).
  – Restock front-of-house (napkins, lids, bags).
• 5:00–9:00 p.m. — DINNER RUSH (Mode: CONTROLLED CHAOS)
  – Same roles as lunch — but focus on accuracy. Dinner guests complain louder.
  – CRISIS MODE: If POS dies — switch to paper tickets + Square reader. Train staff monthly.
• 9:00–10:30 p.m. — WIND DOWN (Mode: CLEAN OR DIE)
  – Stop taking orders at 9:00.
  – Break down stations — clean, sanitize, cover.
  – Take inventory — log waste, note shortages.
  – Empty grease trap (if required — log volume).
• 10:30 p.m. — ME: Close & Cash Out
  – Reconcile POS vs. cash drawer.
  – Deposit cash (never keep >$200 overnight).
  – Review daily P&L snapshot: Revenue, food cost %, labor cost %.
  – Post “SEE YOU TOMORROW” on Instagram — tag tomorrow’s location.
• 11:00 p.m. — SLEEP (Until 5 a.m. — repeat).

Marketing & Sales — Where the Crowd Finds You

I don’t market “food.” I market speed, convenience, and FOMO. My Instagram isn’t a gallery — it’s my reservation system, my billboard, and my customer service desk. My locations aren’t “vibes” — they’re foot traffic algorithms. My loyalty program isn’t cute — it’s a customer acquisition engine with 87% retention. This isn’t branding. It’s demand engineering.

Social Media: Instagram Is Your Front Window

If your Instagram isn’t driving 80% of your pre-orders, you’re burning cash on third-party apps and standing in line with your competitors. I treat Instagram like a military op — scheduled, measured, ruthless.

Content Calendar — No Exceptions:

• Frequency: 5 posts/week minimum. 3 Reels, 2 Stories. No “I’m too busy.” My truck dies if no one shows up.
• Reels (70% of effort): 15–30 seconds. Raw, fast, hungry-making. No filters. No stock music. Just sizzle, steam, speed.
  • “90-Second Brisket Sandwich Build” — close-up, sauce drip, timer on screen.
  • “4 a.m. Smoke Session” — me prepping brisket, headlamp on, no talking. Builds respect.
  • “Sold Out by 1:30 — Here’s Why” — pan across empty trays, clock, crowd. FOMO + proof.
• Stories (Daily — Non-Negotiable):
  • 10:30 a.m.: “OPEN IN 30 — First 10 get free fries.” (Creates early line.)
  • 1:00 p.m.: “LUNCH RUSH LIVE — Line at 8 people. Worth it.” (Social proof.)
  • 4:00 p.m.: “DINNER DROP — Ribs back on! DM to skip line.” (Drives pre-orders.)
  • 8:00 p.m.: “LAST 5 BURGERS — Who’s hungry?” (Creates urgency.)
• Caption Psychology: Use urgency + social proof.
  • Bad: “Our new burger is delicious!”
  • Good: “#1 SELLER — 1,200 sold last week. Get yours before 2 p.m. — we sell out.”

Pre-Launch Growth — Build the Army Before You Open:

• “Coming Soon” Teaser Campaign: Started 6 weeks pre-launch. Posted 3x/week: “Day 18: Testing our secret sauce… 3,200 on waitlist. You in?” (Link to email/SMS signup.) Result: 4,100 followers before opening. Day 1: 187 covers.
• Influencer Seed: Gifted 5 free meals to micro-influencers (1K–10K followers, local). Required: 1 Reel + 3 Stories. Cost: $0 + food. ROI: 500–2,000 new followers each. Total new followers: 8,700.
• SMS List: “Text ‘SMOKE’ to 512-555-0199 for opening day free fries.” Collected 1,842 phone numbers in 4 weeks. Conversion rate: 63% ordered within first 2 weeks.

Reddit truth: “Posted ‘Coming Soon’ Reels for 4 weeks. Grew to 4,100 followers before opening. Day 1: 187 covers. Day 2: 212. Instagram didn’t ‘help’ — it built the damn line.”

Location Strategy: Follow the Feet, Not the ‘Vibes’

That “cool alley with street art”? If 12 people walk by per hour, I’m bankrupt by Month 2. Location is math. Not vibes. Not “good energy.” Bodies per hour. Wallets per body.

Weekly Location Rotation — Engineered for Cash Flow:

Foot Traffic vs. Revenue Correlation — Downtown Austin, 5th & Colorado:

Seasonal & Event Adjustments:

• Summer (June–Aug): Add Barton Springs park location weekends. Push cold items (slushies, iced tea). Revenue +25%.
• Winter (Dec–Feb): Focus on covered pods. Push hot, hearty items (stews, grilled cheese). Revenue -40% — offset with holiday catering.
• Events: Booked 4 festivals/month (SXSW, ACL, etc.). Avg. sales: $3,500/day. Adds $14,000/month in Optimistic scenario.

Track foot traffic at each spot. If a location averages <40 covers/day — kill it. Replace it. No nostalgia. No “but it’s cute.” Cash flow or close.

Loyalty & Partnerships: Turn Customers into Army

One-time buyers don’t pay my propane bill. Regulars do. I turn strangers into addicts — then weaponize them.

Loyalty Programs That Actually Work:

• “Skip the Line” Club: Buy 5 meals, get 6th free — and skip the line forever. Cost: $0 (I save labor on their order). Value: Priceless (they’ll come back just to use it). 1,247 members in Month 3. Avg. visit frequency: 3.2x/month.
• “Secret Menu” Access: SMS subscribers get 1 “off-menu” item/week (e.g., “Brisket Mac & Cheese — only for our list”). FOMO drives signups. 842 SMS subscribers. 68% redemption rate.
• Referral = Free Meal: “Bring a friend, both get $5 off.” Simple. Trackable. Viral. 318 referrals in Month 2. CAC: $0.

Partnerships — Leverage Other People’s Crowds:

• Gyms / Yoga Studios: “Show your membership card = 10% off + free protein shake.” Their members = my target (health-conscious, disposable income). Partnered with “Iron Tribe Fitness” (500 members). Sales up 33% Tues/Thurs.
• Bookstores / Coffee Shops: Co-host “Trivia Night” or “Author Meet & Greet.” I provide food, they provide crowd. Split revenue 50/50. “BookPeople” event: 89 covers, $1,380 revenue. Shared cost: $0.
• Offices / Coworking Spaces: “Weekly Lunch Drop — Order by 10 a.m., delivered to lobby at 12:30.” Charge 15% premium — worth it for convenience. Signed with “WeWork 5th St” (220 employees). Weekly revenue: $2,100.

Reddit gem: “Partnered with CrossFit gym next to our pod. ‘Post-WOD Burger’ — 20% off for members. Sales up 33% on Tues/Thurs. Gym owner posts our menu in their app — free marketing.”

My marketing isn’t a cost. It’s my customer acquisition engine. Tune it. Track it. Ruthlessly cut what doesn’t work. Double down on what does.

Because when the rain’s pouring and my generator’s dying — my Instagram Story and my “Skip the Line” club are the only things that’ll keep the line moving.

Financial Plan — The Math That Keeps You Alive

My food truck doesn’t run on passion. It runs on propane, par levels, and profit margins. Screw up the math — and no amount of “viral Reels” or “chef’s kiss” reviews will save me. This section isn’t “finance.” It’s my survival algorithm. My oxygen mask. My goddamn lifeline.

Most food trucks die because their owner thought “I’ll figure out the numbers later.” Later is bankruptcy court. Later is selling my truck for scrap to pay the commissary bill. Later is my Instagram going dark with a single post: “Closed due to unforeseen circumstances.” (Translation: “I didn’t budget for propane.”)

This is where I prove I’m not gambling. I’m engineering. Three scenarios. Real numbers. Brutal honesty. No fairy tales. If my eyes glaze over at spreadsheets — I close now. Seriously. This business eats dreamers for breakfast.

Startup Costs: The Real List (With +15% Contingency)

Forget “ballpark figures.” This is my war chest. Underfund it — and I’m dead before my first shift. Overfund it — and I’m burning cash on “nice-to-haves” while my core operation starves.

Break it down like a forensic accountant. Then add 15%. Because I will forget something. Everyone does. Generator dies? Axle snaps? Health inspector demands a $2,000 hood upgrade? That’s what contingency is for.

Contingency Isn’t Optional — It’s Oxygen:

• Generator dies? $1,200–$2,500 to fix/replace. (Happened to “jcmacon” on Reddit — cost $2,200.)
• Axle snaps? $1,250. (Reddit user “DadVanSouthampton” — receipt attached.)
• Health inspector rejects hood? $6,000 retrofit. (Reddit “jcmacon” — lost $8K including downtime.)
• First-month food waste? 18% industry average — that’s $450/week if I’m not tracking. (My Month 1: $380/week — saved $280 by weighing daily.)

Under $100K? Possible — if I start with a cart ($5K) or used trailer ($15K). But scaling to a truck? $98K is the real number. Not the “$30K dream” from my uncle’s buddy.

Monthly Expenses: Rent, Propane, Labor, Commissary

My monthly burn rate isn’t “overhead.” It’s my heartbeat. Stop paying any of this — and my truck flatlines. Track it. Obsess over it. Cut it where I can.

The Silent Killers (What Reddit Owners Forget):

• Commissary Fees: $1,200/month in Austin. Not optional. Not negotiable. Budget it or die.
• Delivery Commissions: Uber Eats takes 30%. If 50% of my sales are delivery, that’s 15% of revenue gone. Push direct orders via Instagram DMs.
• Owner “Salary”: Pay myself. Even $15/hr. If I’m working 60 hrs/week for $0, I’m an indentured servant — not an owner.
• Waste: 18% of food cost is industry avg. That’s $1,134/month if I’m not tracking. Weigh. Log. Adjust.

Print this table. Tape it to my dashboard. If my revenue doesn’t cover $18,150 — I’m burning cash. Adjust. Now.

Revenue Projections: 3 Scenarios (Pessimistic, Realistic, Optimistic)

Hope is not a strategy. Model three realities: the worst, the likely, and the dream. Update monthly. No delusions.

Assumptions (Non-Negotiable):

• Average Order Value: $15.50 (burger + fries + drink)
• Gross Profit Per Order: $10.85 (after 30% food cost, 5% packaging, 3% credit card fees)
• Operating Days: 25 days/month (5 days/week, 5 weeks)
• Break-Even Point: $18,150 ÷ $10.85 = 1,673 orders/month → 67 orders/day

Break-Even Math — The Only Number That Matters:

• Monthly Expenses: $18,150
• Gross Profit Per Order: $10.85
• Orders Needed to Break Even: 1,673/month → 67 orders/day

“If I’m not hitting 67 orders a day by Month 4, I’m dead. So I’m parking where I can get 90 — or I’m pivoting to festivals.” — Me, Maria Chen, Austin

Seasonality Adjustments (Because Reality Bites):

• Summer (June–Aug): +25% sales (festivals, tourists, late nights). Revenue: $31,485/month.
• Winter (Dec–Feb): -40% sales (rain, cold, holidays). Revenue: $15,113/month. Push comfort food, hot drinks.
• Events: Book 4 festivals/month. Avg. sales: $3,500/day. Adds $14,000/month in Optimistic scenario.

My goal: Hit 67 orders/day by Month 3. If I’m at 45? Cut menu items. Lower prices. Add delivery. Fire my slowest cook. Do not — I repeat, do not — wait for “things to pick up.” Adjust. Now.

Key Metrics: Food Cost, Labor, Profit Margin

My dashboard isn’t Instagram followers. It’s these four numbers. Track them daily. Post them in the truck. Fire people who blow them.

Real-World Tracking — No Excuses:

• Food Cost: Weigh every ounce of waste. Log it. “Tuesday: 3.2 lbs overcooked chicken — $28.16 lost.” Adjust prep.
• Labor Cost: Use TimeForge or Homebase. Track hours vs. sales. “Maria worked 8 hrs, generated $420 sales → labor cost 22%.” Good. “Jose worked 6 hrs, generated $180 → 33%.” Retrain or replace.
• Profit Margin: Run a P&L every Sunday. Compare to projections. Off by >10%? Find the leak. Fix it.

The 5% Rule: If any metric is off by 5% for 2 weeks straight — trigger a crisis protocol.

• Food cost at 33%? Activate “Trim Menu” — remove 2 low-margin items.
• Labor at 28%? Owner works the window. No new hires.
• Profit at 7%? Launch “Double Fries Friday” — $2 upsell, 85% margin.

My metrics aren’t KPIs. They’re vital signs. Ignore them — and I’m coding blue.

Funding & Legal — The Boring Stuff That Saves You

I didn’t start “Smoke & Steel BBQ” to file paperwork or negotiate with bankers. I started it to serve stupid-fast, smoky-as-hell barbecue to people who hate waiting in line. But if I skip the “boring stuff,” I won’t be serving anyone — because I’ll be shut down, sued, or buried under debt. This isn’t bureaucracy. It’s armor. And I’m wearing it.

Funding Requirements: Loan vs. Equity, Terms, Collateral

I needed $98,000 to launch. Not $50K. Not “whatever’s left in my savings.” $98K — with 15% contingency baked in because I’ve seen too many Reddit horror stories about axle snaps and hood retrofits. I didn’t guess. I didn’t pray. I engineered it.

I raised it three ways — no fairy tales, no “friends and family” handouts:

SBA 7a Loan: $60,000
Terms: 6.5% fixed, 10-year term, 15% down. Collateral: The trailer + my personal guarantee (because I have no other assets worth taking). Why SBA? Because banks won’t touch a food truck without it. The application took 78 days — brutal, but worth it. I submitted my full business plan, 2 years of personal tax returns, and a letter from my commissary confirming my slot. No fluff. Just numbers. They approved it because my break-even math was airtight: 67 orders/day by Month 4. Not a hope. A projection.

Angel Investor: $30,000 for 30% equity
Terms: 8% preferred return (paid quarterly before any profit split), no board seat, no operational control. Exit clause: Right of first refusal if I sell. Why this structure? Because I need capital — not a co-chef. My investor, “Austin Eats Fund LLC,” is a local syndicate that backs food concepts. They don’t care about my sauce recipe. They care that my unit economics work: $10.85 gross profit per order, 30% food cost, 25% labor. I showed them the numbers — not the dream. They wired the money in 5 days.

Equipment Financing: $8,000
Terms: 9% fixed, 5-year term. Collateral: The flat-top grill and fryer. No personal guarantee. Why? Because I refused to put my personal credit on the line for a $3,200 grill. Balboa Capital approved it in 48 hours — all I needed was my LLC docs and a quote from the supplier. Monthly payment: $166. Painful? No. Predictable? Yes.

What I Refused:
– Merchant Cash Advance (MCA): “$50K today!” — but you repay $85K via 15% of daily credit card sales. Effective APR: 97%. I’ve seen trucks die from this. Hard pass.
– “Friends and Family” Equity: Emotional debt is worse than financial debt. I’d rather pay 8% to a stranger than owe my uncle a “favor.”
– Crowdfunding: Pre-selling meals sounds fun — until you’re drowning in 300 pre-orders and your generator dies. I need control — not chaos.

Pro Tip: Never sign a personal guarantee without an LLC. If the truck fails, they can’t take my apartment — only the business assets. I formed my Texas LLC before I even looked at trailers. Cost: $300. Best $300 I’ll ever spend.

Licenses & Permits: HD, Sales Tax, Music, Parking

I don’t care how good my brisket is. If I don’t have the right permits, I’m not a business — I’m a target. Health inspectors don’t care about my “grand opening.” They care about my grease trap size and hand-washing logs. I got every permit before I parked — not after.

Health Department Permit: $800. Non-negotiable. I submitted my trailer plans to Austin Public Health 90 days before launch. They required: 3-compartment sink, hand-washing station, 25-gallon grease trap, fire suppression hood. I built to code — not “vibes.” Passed inspection on first try. Reddit truth: “Spent $6K retrofitting a ‘turnkey’ trailer because HD rejected the grease trap. Always. Check. First.”

Sales Tax Permit: Free. Registered via Texas Comptroller’s office. I collect 8.25% sales tax on every order. Square POS auto-calculates and files monthly. Screw this up? Penalties + interest. I don’t risk it.

Business License: $350/year. Filed with City of Austin Clerk’s office. Required to operate legally. Got it before I parked.

Mobile Food Vendor License: $2,000/year. Issued by Austin Center for Events. Covers where I can park, hours of operation, signage rules. Applied 120 days out — slots fill fast.

The Silent Killers (Permits You Forgot — Until You Got Fined):

Music License: $1,200/year. I play music. That means I need licenses from ASCAP, BMI, and SESAC. No, “we’re small” doesn’t exempt me. Fines: $750–$30,000 per song. I pay online. Keep receipts. Reddit horror: “Got sued for $12K for playing ‘Blinding Lights’ without license.” Not happening here.

Commissary Contract: $1,200/month. Mandatory in Austin. I park overnight at “Central Texas Commissary.” They provide cleaning, waste disposal, water fill. No contract? No permit. I signed a 12-month lease — auto-renews. Paid first month upfront.

Signage Permit: $300. My truck wrap is badass — matte black with neon lettering. But I needed a sign permit from the City Development Review Board. Submitted design. Waited 6 weeks. Got approval. No fines. No forced removal.

Fire Department Permit: $400. Required because I have open flame (grill, fryer). Includes hood suppression system certification. Annual inspection. I schedule it 60 days early — slots fill fast.

My Compliance Calendar:
I created this in Google Calendar. Set alerts. Shared with my (future) staff. Miss one? That’s a fine or shutdown.
– Health Dept Permit: Renew Jan 15 (apply Dec 1)
– Sales Tax Filing: 20th of every month (auto-file via Square)
– Business License: Renew Feb 1–28
– Mobile Vendor License: Renew March 1 (apply Jan 15)
– ASCAP/BMI License: Renew April 1 (pay online March 15)
– Fire Suppression Cert: Renew June 1 and Dec 1 (schedule May 1 / Nov 1)
– Commissary Payment: Auto-pay 1st of every month

This isn’t red tape. It’s my operating system. I follow it — or I close.

Risk Analysis — When Everything Goes Sideways (And It Will)

I don’t get to choose whether shit hits the fan. I only get to choose whether I’m holding an umbrella — or standing naked in the storm. My business plan isn’t a dream. It’s a triage kit. And I’ve pre-loaded it for every disaster I’ve seen kill other trucks.

Staff Shortage: Cross-Training, Wage Premiums, Pipeline

I’m opening solo. No employees. Why? Because 72% of food trucks fail due to staff churn — not bad food. I won’t hire until I hit 75+ orders/day for 3 straight weeks. And when I do, I’ll pay $19/hour — $3 above Austin average. “But I can’t afford it!” — Yes, I can. Turnover costs $4,200 per cook (recruiting, training, lost sales). Pay more now — or bleed more later.

My Mitigation Plan:
– Cross-Training: Every hire learns every station — grill, fryer, prep, cashier. No single point of failure.
– Retention Bonus: $1/hour after 90 days. Paid in cash every Friday. No “maybe.”
– “Cover Shift” Bonus: $50 cash + free meal for anyone who covers a no-show. Builds loyalty.
– Pipeline: Partner with Austin Culinary School. Offer 2-week unpaid externships. Hire the best. Train them cold.
– Crisis Protocol: If a cook quits, I work solo for 14 days while recruiting. Menu shrinks to 3 core items. Speed > variety.

Reddit truth: “Paid my cook $21/hr. Turnover: zero in 18 months. Competitors? 3 cooks in 6 months. Who’s crazy now?”

Location Loss: Backup Spots, Event Calendar, Catering

My prime lunch spot at 5th & Colorado? It’s not guaranteed. The city could rezone it. The landlord could jack the fee. A new condo could block foot traffic. I have three backup plans — because hope isn’t a strategy.

My Mitigation Plan:
– Backup Spots: Secured 2 alternative pods — “The Domain” (business park) and “HOPE Farmers Market” (weekends). Both pre-approved by HD.
– Event Calendar: Booked 4 festivals/month (SXSW, ACL, etc.). Avg. sales: $3,500/day. Contracted 6 months out.
– Catering: Signed with 3 offices (WeWork, Bumble, Indeed) for “Weekly Lunch Drop.” Charge 15% premium. Guaranteed revenue.
– Crisis Protocol: If I lose my spot, I pivot to festivals + catering for 30 days while securing new pod. Instagram DMs blast: “NEW LOCATION — DM TO RESERVE.”

Real story: “Lost our pod to a new condo. Pivoted to corporate catering. Booked 4 offices in 72 hours. Revenue up 22%.” — Reddit user “TheFixOnWheels”

Supply Chain Meltdown: Flexible Menu, Backup Vendors

My “signature brisket” relies on local beef. What if prices spike? What if my supplier quits? I won’t die because I’m married to one ingredient. My menu is built for flexibility.

My Mitigation Plan:
– Two Suppliers: “Central Texas Meats” (primary, best price) + “Austin Ranch Co.” (backup, 10% more expensive). Both locked in 6-month pricing.
– Flexible Proteins: “Brisket Sandwich” can become “Pulled Pork Sandwich” if beef spikes. Same prep time. Same margin.
– Trim Recovery: Chicken trim? Make stock. Stale buns? Bread pudding. Waste = failure.
– Crisis Protocol: If a key item spikes >15%, I swap it on the menu within 24 hours. Instagram Story: “TONIGHT ONLY — Try our new Smoked Chicken Sandwich!” No panic. Just pivot.

Reddit gem: “Beef hit $8/lb. Swapped to pork shoulder. Margins held. Customers didn’t notice. Kept the lights on.”

Health Inspection Failure: Internal Audits, Emergency Kit

I don’t fear health inspectors. I prepare for them. One missing temp log? One unlabeled chemical? That’s a shutdown. No warning. No appeal. Just a sign on the door and my Instagram DMs blowing up.

My Mitigation Plan:
– Monthly Internal Audits: I hire a third-party inspector to surprise me. Cost: $150. Worth every penny.
– “Emergency Kit”: Laminated folder by the register: spare thermometers, fresh logbooks, sanitizer test strips, extra hairnets, glove boxes. Everything I need to fix a violation in 24 hours.
– Staff Fines: $20 for missing hairnet or glove — paid into “employee meal fund.” Turns punishment into perk.
– Crisis Protocol: If cited, I fix it within 24 hours. Email inspector: “Corrective action complete — see attached photos.” No excuses. No delays.

Real story: “Saffron Alley” in Austin keeps an “Emergency Inspection Kit.” First-time pass rate: 100%. Inspector called them “the most prepared truck I’ve seen.”

This isn’t paranoia. It’s professionalism. I’ve seen too many trucks die from “unforeseen circumstances.” There’s no such thing. Every disaster is foreseeable — and preventable. My plan is my proof.

I don’t open a food truck to write a business plan. But I’m writing it to stay open. To adapt. To win. When the rain pours, the generator dies, and the line is empty — this plan is the only thing that’ll tell me whether to pivot, persevere, or pack up.