The Ultimate Guide to Writing Your Food Truck Business Plan

You don’t need a business plan because some bank told you to. You don’t need it to impress your cousin who “knows a guy.” You need it because without it, your food truck will bleed out in a parking lot before you even learn how to unclog your fryer.

Most food trucks don’t fail because the food sucks. They fail because the owner thought “I’ll figure it out as I go.” That’s not entrepreneurship. That’s gambling with your savings, your time, and your sanity.

I’ve watched chefs with James Beard nods crash their trucks because they didn’t calculate propane cost per shift. I’ve seen veterans of fine dining cry in their commissary kitchens because they didn’t budget for LA County’s $1,400/month commissary fee. I’ve scrolled through Reddit threads where guys dropped $30K on a used Sprinter — then realized they forgot insurance, permits, and the fact that generators die in July.

Your passion won’t pay the tow bill when your axle snaps on the way to the festival. Your grandma’s secret sauce won’t cover the $2,000 fine when the health inspector catches you storing raw chicken above lettuce. Your Instagram followers won’t magically appear if you don’t know where the foot traffic is.

A business plan isn’t a PDF. It’s a pre-mortem. It’s you sitting down — before you spend a dime — and asking: “What’s gonna kill me? And how do I stop it?”

Here’s what kills food trucks in Year 1:

• Hidden costs no one warned you about: Commissary fees. Permit renewals. Music licenses. Generator maintenance. Propane refills during 3-hour lunch rushes. These aren’t “extras.” They’re oxygen.
• Location roulette: That “perfect spot” under the oak tree? Turns out it’s zoned residential. Or requires a $500/day vendor fee. Or gets zero foot traffic after 2 p.m. You don’t “find” a good location. You engineer it — with data.
• No f***ing reserve fund: Your POS dies on Saturday night. Your star cook quits Tuesday morning. Your truck won’t start in -10° weather. If you didn’t budget +15% contingency, you’re now choosing between fixing the generator or paying your kid’s school fees.
• Menu suicide: That $14 truffle fries dish? Takes 8 minutes to prep, costs $5.20 to make, and sells twice a week. Meanwhile, your $3 taquito — 45-second prep, 80% margin — is buried on page 3 of your menu. You’re not running a food truck. You’re running a charity with wheels.
• “I’ll just wing the staffing”: You think you can solo-run a truck 6 days a week for 14 hours a day? Go ahead. I’ll bring the Gatorade to your hospital bed. Burnout isn’t a risk. It’s a guarantee — unless you plan for coverage, cross-training, and sanity breaks.

Real story: “Taco Loco” opened in Austin with killer al pastor and a 10K Instagram following. Closed in 8 months. Why? Owner spent $45K on a tricked-out trailer — then realized his “prime” downtown spot required a $1,200/month commissary slot he didn’t budget for. Food cost? 41% because he refused to swap out expensive Oaxacan cheese when prices spiked. Staffing? Solo operator. He collapsed during SXSW. Truck got towed. Instagram? Last post: “Back soon!” (Spoiler: He wasn’t.)

Your business plan is the antidote.

It forces you to:

• Calculate your real break-even (not the fantasy number in your head).
• Name your customer (not “everyone who likes food”).
• Map your competitors’ weaknesses (and exploit them).
• Budget for the ugly stuff (permits, insurance, breakdowns).
• Build a f***ing reserve (because shit will break).

Write it messy. Scribble in the margins. Coffee-stain the pages. But write it.

Because when your generator dies at 7 p.m. on a Friday, and your line is 20 people deep, and your phone is blowing up with Uber Eats orders — you won’t be Googling “how to fix a Predator 3500.” You’ll be flipping open your plan to page 12: “Emergency Protocol — Generator Failure.”

That’s not paperwork.

That’s survival.

1. Executive Summary
   • Mission & Vision: Why Your Truck Exists (Beyond Tacos)
   • The Numbers That Matter: Startup Cost, Break-Even, Edge
2. Company Description — Who You Are (And Who’s Paying)
   • Legal Structure: LLC, Sole Prop, or Partnership?
   • Team Bios: Skills, Not Résumés
3. Market Analysis — Know Your 5-Block Battlefield
   • Target Customer: Give Them a Name (Not “Foodies”)
   • Competitor Recon: Eat Their Food, Map Their Weaknesses
   • Location Math: Foot Traffic > ‘Vibes’
4. Truck & Menu — Your Profit Engine on Wheels
   • Truck Type & Cost: Trailer vs. Truck vs. Cart (Real Numbers)
   • Menu Engineering: Speed, Cost, Instagrammability
   • Pricing Strategy: Anchor, Margin, Psychology
5. Operations Plan — The Daily Grind (No Glamour)
   • Staffing: Roles, Wages, Retention (Before You Hire)
   • Suppliers & Inventory: Par Levels, Waste Tracking
   • Daily Workflow: From Dawn Till Midnight
6. Marketing & Sales — Where the Crowd Finds You
   • Social Media: Instagram Is Your Front Window
   • Location Strategy: Follow the Feet, Not the ‘Vibes’
   • Loyalty & Partnerships: Turn Customers into Army
7. Financial Plan — The Math That Keeps You Alive
   • Startup Costs: The Real List (With +15% Contingency)
   • Monthly Expenses: Rent, Propane, Labor, Commissary
   • Revenue Projections: 3 Scenarios (Pessimistic, Realistic, Optimistic)
   • Key Metrics: Food Cost, Labor, Profit Margin
8. Funding & Legal — The Boring Stuff That Saves You
   • Funding Requirements: Loan vs. Equity, Terms, Collateral
   • Licenses & Permits: HD, Sales Tax, Music, Parking
9. Risk Analysis — When Everything Goes Sideways (And It Will)
   • Staff Shortage: Cross-Training, Wage Premiums, Pipeline
   • Location Loss: Backup Spots, Event Calendar, Catering
   • Supply Chain Meltdown: Flexible Menu, Backup Vendors
   • Health Inspection Failure: Internal Audits, Emergency Kit

Executive Summary — Your 1-Page Survival Pitch

This isn’t an “overview.” It’s your goddamn lifeline.

You write this last — after you’ve bled over every number, cursed at every permit form, and stress-tested every assumption. One page. No exceptions. If you need more, you’re doing it wrong.

This is what you shove in an investor’s hand at a networking event. This is what you email to the bank when they ask for “a quick summary.” This is what you tape to your dashboard when you’re questioning your life choices at 5 a.m.

It answers three questions in 30 seconds:

1. What the hell are you selling?
2. Who’s gonna pay for it?
3. How the f*** are you gonna make money?

If you can’t answer those in one page, close the truck. Seriously.

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

Forget “delicious food.” That’s table stakes. Your mission is your daily war cry. Your vision is your endgame.

Mission (The Daily Grind): What you do, for whom, and why it matters — every single damn day.

• Bad: “We serve amazing tacos.” (Who cares?)
• Good: “We kill lunchtime hunger for office workers in under 90 seconds — no compromises on flavor, no hidden fees, no ‘sorry, we’re out.’”
• Better: “We turn $12 into the best 10 minutes of your workday — fast, fiery, and f***ing satisfying.”

Your mission dictates everything:

• Menu: If you’re about speed, you’re not serving ramen that takes 22 minutes.
• Location: If you’re targeting office workers, you’re not parked outside a yoga studio at 8 a.m.
• Staffing: If you promise “under 90 seconds,” you need a line cook who can fire 3 tacos/minute.
• Marketing: Your Instagram captions should scream “LUNCHTIME SAVED” — not “artisanal slow food.”

Vision (The Endgame): Where you’re headed — and how you’ll scale. Concrete. Measurable. Ruthless.

• Bad: “Be the best food truck in town.” (How? By what metric?)
• Good: “Dominate the downtown lunch rush by 2026. Then license our taco prep system to 3 other operators.”
• Better: “Own 3 high-traffic pods by Year 3. Launch a frozen meal line in Whole Foods by Year 5. Exit via acquisition by a ghost kitchen group by Year 7.”

Investors don’t give a shit about “bringing joy through cuisine.” They wire money when they see a path to ROI. Your vision is that path.

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

This is where you prove you’re not delusional. Hard numbers. No fluff.

1. Startup Cost (With +15% Contingency — Non-Negotiable)

Break it down like a hawk. Then add 15%. Because you will forget something. Everyone does.

Item	Cost	Notes
Truck/Trailer (Used, Outfitted)	$35,000	Inspected, HD-approved, no hidden rust
Kitchen Equipment (Grill, Fryer, Fridge)	$12,000	Buy used. Facebook Marketplace is your friend.
Permits & Licenses (Health, Sales Tax, Music)	$5,500	LA County? Add $1,400 commissary deposit.
Initial Inventory & Packaging	$3,000	First 2 weeks. Track waste like a hawk.
Marketing (Wrap, Website, Social Ads)	$4,500	Instagram > billboards. Always.
3-Month Operating Buffer (Payroll, Fuel, Propane)	$18,000	You WILL lose money first 90 days. Plan for it.
Subtotal	$78,000
+15% Contingency	$11,700	Generator dies? Axle snaps? This covers it.
TOTAL STARTUP COST	$89,700	Round up to $90K. Sleep better.

2. Break-Even Point (Covers Per Day)

Not “when.” Not “maybe.” Exactly how many damn orders you need to survive.

• Monthly Fixed Costs: $14,200 (Truck payment, commissary, insurance, permits, base payroll)
• Average Order Value: $15.50
• Gross Profit Per Order: $9.30 (After food cost, packaging, delivery fees)
• Break-Even Orders/Month: $14,200 ÷ $9.30 = 1,527 orders
• Break-Even Orders/Day (25 days): 61 orders

“If I’m not hitting 61 orders a day by Month 4, I’m dead. So I’m parking where I can get 90.” — Real food truck owner, Chicago

3. Your Unfair Advantage (The Edge)

Why should anyone choose you over the 5 other trucks on the block? Be specific. Be brutal.

• Bad: “Our food is better.” (Prove it.)
• Good: “We’re the only truck in the pod with gluten-free buns + 10-minute pickup guarantee.”
• Better: “Our ‘Office Escape’ combo (burrito + drink + cookie) is $2 cheaper than Chipotle’s — and we deliver to your desk in 15 mins via bike courier.”
• Best: “We pre-sell 40% of daily inventory via Instagram DMs — so your order is ready when you arrive. No line. No wait. Just food.”

Put it all together. One page. No mercy.

“Smoke & Steel BBQ” — Executive Summary

Mission: We turn 10-minute lunch breaks into legendary meat feasts — no lines, no BS, just smoky, saucy, stupid-fast satisfaction.

Vision: Own 3 high-traffic corporate pods by 2026. License our “10-Minute Brisket” prep system to ghost kitchens by 2027.

Startup Cost: $90K (Trailer, equipment, permits, 3-month buffer + 15% contingency).

Break-Even: 58 orders/day (Avg. ticket $16.20, 62% gross margin).

Edge: Only truck offering pre-ordered, ready-at-arrival meals via Instagram. 90-second max wait. Or it’s free.

That’s it. One page. That’s your survival pitch.

Now go write the rest of the damn plan.

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

This isn’t “about us.” This is your legal armor and your payroll blueprint. Screw this up, and you’re personally liable when Karen slips on a fry outside your window. Or when the IRS comes knocking because your “partner” forgot to file payroll taxes.

You’re not a “passion project.” You’re a legal entity. Define it. Own it. Document it.

Legal Structure: LLC, Sole Prop, or Partnership?

Pick your skin. Wear it right.

Sole Proprietorship? Only if you enjoy risking your house, your car, and your kid’s college fund every time someone chokes on a chicken bone. Don’t be an idiot.

Partnership? Only if you’ve got a bulletproof operating agreement — and a lawyer who’s not your cousin. Equal splits? Recipe for resentment. Define roles, responsibilities, and exit clauses before you sign anything. “We’ll figure it out later” is how friendships die and lawsuits are born.

LLC? Minimum viable armor. Costs less than your monthly propane bill. Takes 20 minutes online. Shields your personal assets from business debts and lawsuits. In 48 states, you can form one without a lawyer. Do it. Today. Before you buy the truck.

Ownership Split — No Fairytale Numbers

Don’t split 50/50 because it’s “fair.” Split based on what actually moves the needle:

• Operator (You): 60–70%. You’re the one waking up at 4 a.m. to prep. You’re taking the risk. You’re doing the work.
• Silent Investor: 20–30%. They bring cash — not chaos. No operational control. Preferential return (e.g., 8% before profit split) is standard.
• Key Employee (e.g., Head Cook): 5–10%. Only if they’re irreplaceable. Vest over 3 years. Cliff after Year 1.

Example: “Smoke & Steel BBQ” — 65% Chef-Owner (operations, menu, brand), 30% Angel Investor ($75K for 30% — 8% pref return), 5% Head Cook (vests 20% per year — gone if they quit before Year 3).

Put it in writing. Operating Agreement. Signed. Notarized. Filed. No handshake deals. Handshakes are for greetings — not equity.

Team Bios: Skills, Not Résumés

No one cares where you went to culinary school. They care if you can fire 40 orders in 90 minutes without burning the buns.

Bios aren’t fluff. They’re proof of operational competence. Write them like a Navy SEAL debrief — short, brutal, results-focused.

Chef-Owner: Maria Chen

• 10 years in fast-casual kitchens — 3 as exec sous at “Urban Bowl” (cut food cost 11% in 6 months).
• Specialty: High-volume, low-margin execution. Can prep 120 portions in 2 hours solo.
• Killer skill: Negotiated 15% discount with local meat purveyor by committing to weekly bulk orders. Replicating Day 1.

GM / Ops Lead: Jamal Wright

• Ran a 200-seat bistro for 4 years. Survived 3 health inspections with zero violations.
• Systems guy: Built inventory tracker in Google Sheets that cut waste 22%. Implementing Week 1.
• Secret weapon: Trained staff on “de-escalation scripts” — reduced comped meals 40%.

Marketing / Social: Lena Park

• Grew “Bao Down” Instagram from 0 to 12K in 4 months. Content strategy: 70% food porn, 30% behind-the-scenes grit.
• Conversion king: “Coming Soon” teaser posts generated 3,200 email signups pre-launch.
• Tool: Canva + CapCut. Budget: $0. Results: $0 ad spend, $18K in pre-orders.

No poets. No dreamers. Just operators who move numbers.

Market Analysis — Know Your 5-Block Battlefield

You’re not entering “the food truck industry.” You’re invading a 300-yard radius — and if you don’t map every competitor, customer habit, and zoning trap, you’ll be buried before your first health inspection.

This isn’t research. It’s reconnaissance. Eat their food. Count their customers. Steal their weaknesses.

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

“Foodies” don’t pay bills. “Alex” does.

Define your customer like you’re briefing a sniper. Specific. Measurable. Ruthless.

Meet Alex. 22. Junior at State U. Budget: $12/meal. Buys lunch 4x/week. Orders via Instagram DMs. Hates lines longer than 8 minutes. Follows 3 local food influencers. Will pay $2 extra for a dish that “looks fire” on his story. Leaves 5-star reviews if you remember his name — 1-star if you get his order wrong.

Build your entire operation around Alex:

• Menu: $10–14 price point. Instagrammable dishes (bright sauces, charred edges). No 15-minute prep items.
• Location: Parked outside campus gates 11 a.m.–2 p.m. Tues–Thurs. Near bus stop Friday nights.
• Marketing: Instagram Stories with “DM to skip the line.” Student ID = $1 off.
• Service Speed: 90-second max wait. Train staff to yell “Alex! Order up!” — personalization = loyalty.

If you can’t name your customer, you’re selling to ghosts.

Competitor Recon: Eat Their Food, Map Their Weaknesses

Visit every truck within 1 mile. Order the same dish. Take notes like you’re casing a bank.

Then run a real SWOT — not the MBA version. The street-level one.

Competitor	Strengths	Weaknesses	Your Tactical Move
Pyro Pizza (Cartopia Pod)	– Killer wood-fired crust – 8K Instagram followers – Fast 12-min pickup	– No gluten-free option – Staff turnover high (new faces weekly) – Menu static 8 months	– Launch “GF Firecracker Pizza” — steal their gluten-free crowd – Hire their ex-staff (offer $2/hr more + bonus) – Rotate 1 “guest collab” pizza monthly — bloggers will promo for free
Chicken & Guns (Downtown Pod)	– Award-winning fried chicken – 30-min delivery guarantee – Huge late-night crowd	– No vegetarian options – Prices jumped 18% last quarter – Yelp: “slow when busy”	– Add “Crispy Cauliflower Bites” — own the veggie crowd – Price anchor: “Our chicken $3 cheaper — same quality” – Train staff for 8-min max wait — advertise it
Taco Loco (Campus Corner)	– $1 happy hour tacos – Student loyalty program – Open till 2 a.m.	– Small portions (“ripoff” on Yelp) – No online ordering – Health score: B (dirty grease trap)	– “Our tacos 30% bigger — prove it with side-by-side photo” – Launch Instagram DM ordering — skip their line – Flaunt your “A” health grade on window + socials

One competitor is enough to study. Three is ideal. Five is overkill. Ten is paralysis.

Find the gap. Own it. Exploit it.

Location Math: Foot Traffic > ‘Vibes’

That “cool alley with street art”? If 12 people walk by per hour, you’re bankrupt by Month 2.

Location is math. Not vibes. Not “good energy.” Numbers.

Foot Traffic Calculation (Real Example — Cartopia Pod, Portland):

• 11 a.m.–2 p.m. (Lunch Rush): 1,200 people/hour (counted via city cam + manual tally)
• 5 p.m.–8 p.m. (Dinner): 850 people/hour
• 9 p.m.–1 a.m. (Late Night): 600 people/hour

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

• Lunch Potential: 1,200 x 3 hours x 5% = 180 customers
• Dinner Potential: 850 x 3 hours x 5% = 128 customers
• Late Night Potential: 600 x 4 hours x 5% = 120 customers

Total Daily Potential: 428 customers — if you capture 100% of your niche. Realistic? 15–20%. That’s 64–85 orders/day. Enough to survive? Only if your break-even is 61 (see Financials).

Hidden Costs of Location — The Silent Killers:

• Commissary Fee: $1,400/month (LA) — mandatory for parking, cleaning, waste disposal.
• Pod Slot Fee: $800–$2,500/month — prime spots cost more. Negotiate revenue share vs. flat fee.
• Event Permit: $150–$500/day for festivals — but sales 3x higher. Worth it.
• Noise Permit: $200/year if you play music after 10 p.m.
• Generator Ban: Some pods forbid generators — you need grid power. Adds $300/month.

Before you park — call the city. Ask: “What’s zoned for mobile food? What’s the commissary requirement? What’s the decibel limit after 10 p.m.?”

No assumptions. No “I’ll figure it out.” Get it in writing.

Your battlefield is 5 blocks wide. Map it. Own it. Dominate it.

Truck & Menu — Your Profit Engine on Wheels

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

This section is where passion meets physics. Can your truck handle 14-hour days? Can your menu fire 80 orders in 90 minutes without collapsing? Can your pricing survive Uber Eats’ 30% cut, $4/gallon gas, and the fact that your 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 your local health department will actually approve.

Cart (Pop-Up Tent + Folding Grill)
Cost: $2,000–$8,000
Best for: Testing concepts, farmers markets, brewery pop-ups.
Reality: You’re at the mercy of weather, theft, and “no overnight storage” rules. Health inspectors in cities like LA or Chicago will make you cry. But if you’re broke and brilliant? 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 you 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: You’re 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 to Inspect Before Buying — No Exceptions:

• Health Dept Approval: Get the inspection report. If it’s “approved in Texas,” that means nothing in Oregon. Your HD sets the rules — not the seller.
• Grease Trap Size: Too small? You’ll be pumping it weekly. Cost: $200/shot.
• Generator Capacity: Can it run your fryer, fridge, and lights at the same time? If not, you’re dead during rush.
• Propane Lines: Leaks = explosions. Get them pressure-tested. Cost: $150. Worth every penny.
• Exhaust Hood: No fire suppression? Automatic shutdown. Reddit horror: “Shut down mid-festival. Lost $14K in sales. Hood cost $6K to fix.”

Buy used. Negotiate hard. Bring a mechanic. And for the love of god — don’t buy “custom” until you’ve survived 12 months.

Menu Engineering: Speed, Cost, Instagrammability

Your menu is a battlefield. Every dish is a soldier. Some are heroes. Some are cannon fodder. Kill the weak. Promote the killers.

Build this table — or go bankrupt.

Dish	Food Cost	Prep Time	Sale Price	Margin	Sales/Week	Action
“Truffle” Fries	$3.80	6 min	$14.00	73%	18	PROMOTE — High margin, fast, Instagram gold
Gourmet Burger	$5.20	8 min	$16.50	68%	94	CORE — Revenue driver. Never remove.
Ramen Bowl	$4.90	22 min	$18.00	73%	7	DELETE — Too slow. Ties up station. Low volume.
“Detox” Salad	$3.10	4 min	$15.00	79%	33	ANCHOR — High margin, fast, health halo. Bundle with protein.
Loaded Nachos	$2.80	5 min	$13.00	78%	112	STAR — Highest volume. Push as shareable. Add “extra cheese” upsell.

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%.”

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 you twice.

Pricing Strategy: Anchor, Margin, Psychology

You’re not pricing food. You’re pricing perception. Your customer doesn’t know your 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 your “$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: Your $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 $1,400/month commissary fee. $800 insurance. $300 permits. Suddenly, you need 61 orders/day just to break even.

Rule: If your menu price doesn’t cover ALL hidden costs + 20% profit margin, you’re not in business. You’re in denial.

Price for survival. Not for applause.

Operations Plan — The Daily Grind (No Glamour)

Your 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 you’re scrubbing grease off the fryer and your “star employee” texts “sick.”

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

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

Don’t hire humans. Hire roles. Define them cold. Pay them fairly. Keep them sane. Or you’ll spend your life training replacements while your Yelp score bleeds out.

The Roles (No Fluff):

• Operator/Head Chef (You): Menu design, inventory ordering, supplier negotiation, quality control, final plating. Salary: Owner’s draw — but track your hours. If you’re working 70 hours/week for $12/hr, you’re failing.
• Line Cook (1–2): Fires all orders. Must plate 25+ items/hour with <5% error rate. Cross-trained on grill, fryer, prep. Wage: $18–22/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: $17–20/hr + 0.5% of daily sales if upsell target hit.

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

• Wage Premium: Pay $2–3/hr above local average. “But I can’t afford it!” — Yes, you can. Turnover costs you $4,200 per cook (recruiting, training, lost sales during ramp-up). 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. Mandate 1 full day off/week. Cover it yourself if you 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 LA. Everyone said I was crazy. Turnover: zero in 18 months. Competitors? 3 cooks in 6 months. Who’s crazy now?”

Hire slow. Fire fast. Train harder. No “family.” No “vibes.” Just clear roles, fair pay, and zero tolerance for unreliability.

Suppliers & Inventory: Par Levels, Waste Tracking

Your suppliers aren’t vendors. They’re your lifeline. Your inventory isn’t “stuff in the fridge.” It’s cash waiting to rot. Manage both like your life depends on it — because your 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: Negotiate 3–6 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. 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 you must have to survive a rush. Set it. Track it. Enforce it.

Item	Par Level (Units)	Order Trigger	Max Stock	Waste Tracking Method
Brioche Buns	120	When stock ≤ 60	200	Weigh discarded buns daily — log in spreadsheet
Chicken Thighs	50 lbs	When stock ≤ 25 lbs	80 lbs	Track trim weight — aim for <8% waste
Fry Oil	20L	When ≤ 10L	30L	Log filter dates — change every 4 days max
Compostable Containers	300 units	When ≤ 150	500	Count damaged/soiled units daily

Waste Tracking — Because Rotting Food Is Burning Cash:

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

Reddit gem: “Tracked waste for 30 days. Found we 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

Your 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.

Sample Daily Schedule — “Smoke & Steel BBQ” (Portland Pod):

• 5:00 a.m. — YOU: 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)
  – Operator: 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. — YOU: 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).

Print this schedule. Tape it to the wall. Deviate only for emergencies. Your consistency is your customers’ reliability — and your only path to profit.

Marketing & Sales — Where the Crowd Finds You

Marketing isn’t “posting pretty pictures.” It’s engineering demand. It’s turning strangers into regulars. It’s filling your line when the rain’s pouring and your generator’s coughing.

Forget “branding.” Think: “How do I put $15 in my register from someone who didn’t know I existed 10 minutes ago?”

Social Media: Instagram Is Your Front Window

Your Instagram isn’t a gallery. It’s your menu, your billboard, your reservation system, and your customer service desk. Neglect it — and you’re invisible.

Content Strategy — No Excuses:

• Frequency: 5 posts/week minimum. 3 Reels, 2 Stories. No “I’m too busy.” Your truck dies if no one shows up.
• Reels (70% of your effort): 15–30 seconds. Raw, fast, hungry-making. Examples:
  – “90-Second Brisket Sandwich Build” (close-up, sizzle, sauce drip).
  – “Behind the Scenes: 4 a.m. Smoke Session” (show the work — builds respect).
  – “Sold Out by 1:30 — Here’s Why” (FOMO + quality proof).
• Stories (Daily — Non-Negotiable):
  – 10:30 a.m.: “OPEN IN 30 — First 10 get free fries.”
  – 1:00 p.m.: “LUNCH RUSH LIVE — Line at 8 people. Worth it.”
  – 4:00 p.m.: “DINNER DROP — Ribs back on! DM to skip line.”
  – 8:00 p.m.: “LAST 5 BURGERS — Who’s hungry?”
• 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: Start 6 weeks pre-launch. Post 3x/week: “Day 18: Testing our secret sauce… 3,200 on waitlist. You in?” (Link to email/SMS signup).
• Influencer Seed: Gift 5 free meals to micro-influencers (1K–10K followers, local). Require: 1 Reel + 3 Stories. Cost: $0 + food. ROI: 500–2,000 new followers.
• SMS List: “Text ‘SMOKE’ to 555-123 for opening day free fries.” Collect phone numbers — your most valuable asset.

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, you’re 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:

Day	Location	Time	Target Crowd	Tactics
Mon	Downtown Office Pod	11 a.m.–2 p.m.	Desk workers, $15–20 lunch budget	“Lunch Special: Sandwich + Drink + Cookie = $14 (save $3)”
Tues	University Campus Gate	11:30 a.m.–3 p.m.	Students, $8–12 budget	“Student ID = $1 off + free soda”
Wed	Commissary Lot (Prep Day)	CLOSED	N/A	Deep clean, inventory, staff training
Thurs	Business Park (Tech Campus)	11 a.m.–2 p.m.	Remote workers, high disposable income	“WFH Escape: Premium Bowl + Cold Brew = $18”
Fri	Bar District Pod	5 p.m.–1 a.m.	Drunk, hungry, no patience	“Late-Night Special: Double Burger + Fries = $16 (after 10 p.m.)”
Sat	Farmers Market / Festival	8 a.m.–4 p.m.	Families, tourists, browsers	“Family Pack: 4 Mini Sandwiches + 2 Drinks = $28”
Sun	OFF / Catering Only	N/A	Staff recovery	Book private events (weddings, corporate) — higher margin

Seasonal & Event Adjustments:

• Summer: Add beach/park locations. Push cold items (slushies, iced tea).
• Winter: Focus on covered pods. Push hot, hearty items (stews, grilled cheese).
• Events: Book festivals, markets, game days 6 months out. Charge 20% premium — worth it.

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 your propane bill. Regulars do. 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 (you save labor on their order). Value: Priceless (they’ll come back just to use it).
• “Secret Menu” Access: SMS subscribers get 1 “off-menu” item/week (e.g., “Brisket Mac & Cheese — only for our list”). FOMO drives signups.
• Referral = Free Meal: “Bring a friend, both get $5 off.” Simple. Trackable. Viral.

Partnerships — Leverage Other People’s Crowds:

• Gyms / Yoga Studios: “Show your membership card = 10% off + free protein shake.” Their members = your target (health-conscious, disposable income).
• Bookstores / Coffee Shops: Co-host “Trivia Night” or “Author Meet & Greet.” You provide food, they provide crowd. Split revenue 50/50.
• Offices / Coworking Spaces: “Weekly Lunch Drop — Order by 10 a.m., delivered to lobby at 12:30.” Charge 15% premium — worth it for convenience.

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.”

Your marketing isn’t a cost. It’s your 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 your generator’s dying — your Instagram Story and your “Skip the Line” club are the only things that’ll keep the line moving.

Financial Plan — The Math That Keeps You Alive

Your 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 you. This section isn’t “finance.” It’s your survival algorithm. Your oxygen mask. Your goddamn lifeline.

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

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

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

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

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

Item	Cost	Notes	Source / Proof
Used Truck/Trailer (Outfitted, HD-Approved)	$38,000	14ft trailer, used fryer/grill, sink, hood. Inspected pre-purchase.	Reddit user “jcmacon”: “Spent $25K on empty trailer, $13K on equipment.”
Kitchen Equipment (Used)	$11,500	Flat-top grill ($3,200), 40lb fryer ($1,800), 2-door fridge ($2,500), prep tables ($800), utensils/pots ($3,200).	Facebook Marketplace + restaurant supply auctions. Never buy new.
Permits & Licenses	$6,200	Health Dept Permit ($800), Business License ($350), Sales Tax ID ($0), Music License ASCAP/BMI ($350), Commissary Deposit ($1,400), Fire Suppression Cert ($1,300), Mobile Food Vendor License ($2,000).	LA County Public Health Fee Schedule 2025. Varies by city — CALL YOUR HD.
Initial Inventory & Packaging	$3,800	Week 1 food stock ($2,500), compostable containers/utensils ($1,300).	Track waste DAILY. First week is always over-ordered.
Marketing (Pre-Launch)	$4,700	Vehicle wrap ($2,200), Instagram ads ($1,000), website + SEO ($800), menu photography ($700).	“Brewcrew1886” Reddit: “$5K first event — made $3K. Broke even by Week 3.”
3-Month Operating Buffer	$21,000	Covers payroll, fuel, propane, commissary fees for Months 1–3. YOU WILL LOSE MONEY EARLY.	Industry standard. “TheBarstoolPhD” Reddit: “Put every dollar back Year 1.”
Subtotal	$85,200
+15% Contingency	$12,780	Generator failure, axle repair, permit delays, food spoilage, staff no-shows.	Non-negotiable. “thefixonwheels” Reddit: “$27K just in fixed costs before food.”
TOTAL STARTUP COST	$97,980	Round up to $98K. Sleep better.

Contingency Isn’t Optional — It’s Oxygen:

• Generator dies? $1,200–$2,500 to fix/replace.
• Axle snaps? $1,250 (Reddit user “DadVanSouthampton”).
• Health inspector rejects your hood? $6,000 retrofit (Reddit “jcmacon”).
• First-month food waste? 18% industry average — that’s $450/week if you’re not tracking.

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

Monthly Expenses: Rent, Propane, Labor, Commissary

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

Expense	Cost	Type	Notes
Commissary Slot Fee	$1,400	Fixed	LA County avg. Required for parking, cleaning, waste. Non-negotiable.
Truck Payment (Loan @ 6% over 5 yrs)	$1,830	Fixed	Based on $98K startup, 20% down. Use loan calculator. Don’t guess.
Staff Payroll (2 part-time + Owner draw)	$5,200	Variable	2 cooks @ $19/hr x 25 hrs/week = $3,800. Owner draw $1,400 (minimum wage for 50 hrs).
Food Cost (30% of Revenue)	$6,300	Variable	Based on $21,000 revenue (Realistic Scenario). Track DAILY. Waste = theft.
Propane	$320	Variable	$80/week x 4 weeks. 30-min refills @ $25. Reddit: “$25 every 3-hour shift.”
Fuel (Gas/Diesel)	$600	Variable	4 MPG x 200 miles/week x $4/gal = $200/week. Towing? Double it.
Insurance (Liability + Auto)	$750	Fixed	General Liability $1500/yr. Auto Insurance $7500/yr (LA). Shop around.
Marketing (Social Ads, Print)	$500	Variable	Instagram boosts, flyers, event fees. Cut if sales are strong.
POS Fees + Delivery Commissions	$1,050	Variable	30% of delivery sales ($3,500 x 30%). Use direct ordering to avoid.
Maintenance & Repairs	$400	Variable	Oil changes, tire rotations, fryer cleaning. Skip = $3K breakdown later.
Total Monthly Expenses	$18,350		Before profit. Before taxes. Before your salary.

• Commissary Fees: $1,400/month in LA. Not optional. Not negotiable. Budget it or die.
• Delivery Commissions: Uber Eats takes 30%. If 50% of your sales are delivery, that’s 15% of revenue gone. Push direct orders via Instagram DMs.
• Owner “Salary”: Pay yourself. Even $15/hr. If you’re working 60 hrs/week for $0, you’re an indentured servant — not an owner.
• Waste: 18% of food cost is industry avg. That’s $1,134/month if you’re not tracking. Weigh. Log. Adjust.

Print this table. Tape it to your dashboard. If your revenue doesn’t cover $18,350 — you’re 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% delivery fee)
• Operating Days: 25 days/month (5 days/week, 5 weeks)
• Break-Even Point: $18,350 ÷ $10.85 = 1,692 orders/month → 68 orders/day

Scenario	Orders/Day	Orders/Month	Revenue	Gross Profit	Net Profit (After $18,350 Expenses)	Survival Odds
Pessimistic (You suck. Weather sucks. Location sucks.)	35	875	$13,563	$9,500	-$8,850	DEAD BY MONTH 4 (Burns $35,400 reserve)
Realistic (You’re decent. Steady crowd. Some events.)	65	1,625	$25,188	$17,631	-$719	BARELY ALIVE (Burns $2,876 reserve)
Optimistic (Viral Reel. Festival gigs. Loyalty program works.)	110	2,750	$42,625	$29,838	+$11,488	THRIVING (+ $45,952/year profit)

Break-Even Math — The Only Number That Matters:

• Monthly Expenses: $18,350
• Gross Profit Per Order: $10.85
• Orders Needed to Break Even: 1,692/month → 68 orders/day

“If I’m not hitting 68 orders a day by Month 4, I’m dead. So I’m parking where I can get 90 — or I’m pivoting to festivals.” — Real food truck owner, Chicago

Seasonality Adjustments (Because Reality Bites):

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

Your goal: Hit 68 orders/day by Month 3. If you’re at 45? Cut menu items. Lower prices. Add delivery. Fire your slowest cook. Do not — I repeat, do not — wait for “things to pick up.” Adjust. Now.

Key Metrics: Food Cost, Labor, Profit Margin

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

Metric	Death Zone	Survival Target	Thriving Target	How to Track	How to Fix
Food Cost % (Food Cost ÷ Revenue)	> 35%	< 30%	25%	Daily: (Cost of Food Used ÷ Daily Revenue) x 100	Kill low-margin items. Renegotiate with suppliers. Reduce portion sizes. Track waste.
Labor Cost % (Payroll ÷ Revenue)	> 30%	< 25%	20%	Weekly: (Total Payroll ÷ Weekly Revenue) x 100	Cross-train staff. Use owner labor. Cut hours if sales dip. Automate ordering.
Rent/Commissary % (Commissary + Truck Payment ÷ Revenue)	> 15%	< 10%	8%	Monthly: ($1,400 + $1,830) ÷ Monthly Revenue	Negotiate revenue-share vs. flat fee. Add events to boost revenue. Relocate if too high.
Net Profit Margin % (Net Profit ÷ Revenue)	< 5%	> 10%	15–20%	Monthly: (Net Profit ÷ Revenue) x 100	Raise prices. Cut waste. Push high-margin items (fries, drinks). Reduce delivery reliance.

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.

Your metrics aren’t KPIs. They’re vital signs. Ignore them — and you’re coding blue.

—

This is your financial reality. Not a dream. Not a pitch deck. This is the math that decides if you eat — or get eaten.

Print it. Post it. Live by it.

Because when the rain’s pouring, the generator’s dying, and your line is empty — these numbers are the only thing that’ll tell you whether to pivot, persevere, or pack up.

Funding & Legal — The Boring Stuff That Saves You

Let’s be brutally clear: “Boring” is what keeps you open. “Exciting” is what gets you shut down by the health department, sued by ASCAP, or buried under a $12,000 fine because you didn’t know you needed a “mobile vending permit” to park on a public street.

This section isn’t sexy. It’s survival. Skip the “vibes” and focus on the paperwork — because in Year 1, your Instagram following won’t matter. Your compliance calendar will.

Most food trucks die from two causes: running out of cash (funding failure) or getting padlocked (legal failure). Both are 100% preventable. Here’s how to armor yourself — U.S.-specific, no fluff, just the rules that keep you alive.

Funding Requirements: Loan vs. Equity, Terms, Collateral

You need money. Not “maybe.” Not “I’ll crowdfund it.” Real, liquid, in-the-bank capital. Underfund by even 15% — and you’re dead by Month 4. Overfund with predatory terms — and you’re a debt slave.

The Real Startup Number (U.S. 2025): $98,000. Not $30K. Not $50K. $98K. That’s for a used trailer, basic equipment, permits, 3-month buffer, and +15% contingency. Reddit doesn’t lie: “jcmacon” spent $38K before even buying food. “TheBarstoolPhD” was all-in at $100K.

Funding Sources — Ranked by Pain Level:

1. SBA Loan (7a or Microloan): The gold standard. 6–8% interest, 10-year term, 10–20% down. Collateral: Your truck + personal guarantee. Why it’s best: Fixed rates, long term, government-backed. Downside: Takes 60–90 days. Requires full business plan + 2 years of personal tax returns. Pro Tip: Use an SBA-approved lender (like Live Oak Bank) — they move faster.
2. Equipment Financing: Lease or loan for your grill, fridge, hood. 8–12% interest, 3–5 year term. Collateral: The equipment itself. No personal guarantee if you have LLC. Best for: Filling gaps after SBA. Source: Balboa Capital, Crest Capital.
3. Equity Investment (Angel/Partner): Sell 15–30% of your LLC. No monthly payments. But: They own a piece of your sweat. Terms: 8% preferred return (paid before profit split) + board seat. Collateral: None — but you lose control. Reddit Truth: “Gave 25% to my uncle. He now texts me at 3 a.m. about Yelp reviews.”
4. Merchant Cash Advance (MCA): The devil’s deal. “$50K today!” — but you repay $85K via 15% of daily credit card sales. Effective APR: 60–200%. Collateral: Your future revenue. Only use if: You’re desperate, have 6 months of sales history, and can repay in 6 months. Warning: MCAs killed more food trucks than bad Yelp reviews.
5. Crowdfunding (Kickstarter/GoFundMe): Pre-sell meals, merch, “founder” status. Avg. raise: $18K. Takes 40+ hours of promo. No collateral. But: 5% platform fee + 3% payment processing. Success rate: 22%. Only works if: You have 5K+ Instagram followers pre-launch.

Funding Structure Example — “Smoke & Steel BBQ” (Portland):

Source	Amount	Terms	Collateral	Use of Funds
SBA 7a Loan	$60,000	6.5% fixed, 10-year term, 15% down	Truck + personal guarantee	Trailer, equipment, permits
Angel Investor	$30,000	8% pref return, 25% equity, no board seat	None	Marketing, 3-month buffer
Equipment Loan	$8,000	9% fixed, 5-year term	Grill + fryer	New commercial fryer
Total	$98,000

What Lenders/Investors Demand (Non-Negotiable):

• Personal credit score > 680 (for loans).
• 2 years of personal tax returns (SBA requirement).
• Business plan with 3-year financial projections (see previous section).
• LLC formation documents + EIN.
• “Skin in the game” — you must invest 10–20% of your own cash.

Pro Tip: Never sign a “personal guarantee” without an LLC. If the truck fails, they can’t take your house — only the business assets.

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

Forget “I’ll figure it out later.” In the U.S., operating without the right permits is a fast track to fines, shutdowns, and lawsuits. Health inspectors don’t care about your “grand opening.” They care about your grease trap size and hand-washing logs.

The Core Four — You Need These to Open (U.S. Nationwide):

1. Health Department Permit (HD): The #1 killer of new trucks. Cost: $500–$2,000 (varies by county). Process: Submit plans → pre-inspection → final inspection. Must include: 3-compartment sink, hand-washing station, grease trap (min. 20-gallon), fire suppression system, refrigeration logs. LA County requires commissary contract before approval. Chicago requires hood venting plans. CALL YOUR LOCAL HD.
2. Sales Tax Permit: Free in most states (register via state Dept. of Revenue). But you must collect + remit sales tax (avg. 7–10%). File monthly. Screw this up? Penalties + interest. Pro Tip: Use Square or Toast POS — they auto-calculate + file in 30+ states.
3. Business License: City/county level. Cost: $50–$500. Required to operate legally. Get it before you park. Portland, OR: $350/year. Austin, TX: $150 + $2.50 per employee.
4. Mobile Food Vendor License: Separate from business license. Issued by city. Cost: $200–$1,000/year. Covers where you can park, hours of operation, signage rules. New York City: $200/year but lottery-based (90% rejection rate). Miami: $1,000 + background check.

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

• Music License (ASCAP/BMI/SESAC): Play Spotify? You need all three. Cost: $800–$1,200/year. No, “we’re small” doesn’t exempt you. Fines: $750–$30,000 per song. Reddit Horror: “Got sued for $12K for playing ‘Blinding Lights’ without license.”
• Parking/Commissary Permit: Most cities require you to park overnight at a licensed commissary (health dept. rule). Cost: $800–$1,500/month (LA, NYC). Also need “daytime parking permit” for your pod/location. Cartopia (Portland): $1,200/month for prime slot.
• Fire Department Permit: Required if you have open flame (grill, fryer). Cost: $300–$800. Includes hood suppression system certification. Chicago: Mandatory annual inspection — $400 fee.
• Signage Permit: Want to put your logo on the truck? Get a sign permit. Cost: $100–$500. No permit? $500 fine + forced removal. San Francisco: Requires design approval — 6-week wait.
• Alcohol Permit (If Applicable): Don’t even think about it. Takes 6–12 months, costs $5K–$50K (depends on state), and requires “public notification” (neighbors can protest). Pro Tip: Partner with a nearby bar — let them sell drinks, you sell food. Split revenue 50/50.

The Compliance Calendar — Your New Bible:

Create this in Google Calendar. Set alerts. Share with your team. Miss one? That’s a fine or shutdown.

Permit	Renewal Frequency	Cost	Agency	Notes
Health Dept Permit	Annually	$800	County HD	Schedule 60 days early — slots fill fast.
Sales Tax Filing	Monthly	$0 (but remit tax)	State Revenue Dept	Auto-file via Square/Toast.
Business License	Annually	$350	City Clerk	Renew Jan 1–31.
Mobile Vendor License	Annually	$500	City Business Office	Late fee: $100/month.
ASCAP/BMI License	Annually	$1,200	ASCAP.org / BMI.com	Pay online — keep receipt.
Fire Suppression Cert	Semi-Annually	$400	Local Fire Dept	Must be done by certified tech.
Commissary Contract	Monthly	$1,400	Commissary Operator	Auto-pay — no grace period.

Pro Tips from the Trenches (Reddit & Real Owners):

• “Photocopy every permit. Tape one set inside the truck, one set at home. Lost permits = $200 reprint fee.” — u/thefixonwheels
• “Call your HD BEFORE buying a truck. Email them photos. Ask: ‘Will this pass?’ Saved me $6K in retrofits.” — u/jcmacon
• “Set phone alerts for renewals. Missed my music license by 3 days — got fined $750.” — u/Brewcrew1886
• “Hire a permit runner. Costs $300 — but they know the inspectors, cut wait times by 80%.” — TheBarstoolPhD

This isn’t bureaucracy. It’s armor. Nail it — and you operate with confidence. Skip it — and you’re one inspector away from closing.

How to Use This Plan — Not a PDF, But a Weapon

Your business plan isn’t a trophy. It’s not a document you email to your aunt who “might know an investor.” It’s not a relic to file away after opening day.

It’s a goddamn weapon.

You wield it when landlords try to jack your rent. You deploy it when your generator dies at 7 p.m. on a Friday. You slam it on the table when an investor asks, “What’s your CAC?” and you don’t panic — because page 14 has the answer.

Most owners treat their plan like a funeral program — read once, then forgotten. Yours? You’ll use it daily. You’ll spill coffee on it. You’ll scribble corrections in red pen. You’ll dog-ear the crisis protocols. That’s not disrespect. That’s proof you’re alive.

Here’s how to actually use it — not just write it.

Pitching Investors: Lead with Unit Economics, Not Passion

Forget your grandma’s secret sauce. Forget the “vibe” of your truck. Investors don’t fund dreams. They fund math that returns capital.

Your pitch isn’t a story. It’s a spec sheet. A survival manual. A contract written in numbers.

The Investor’s Only Three Questions:

1. How much do you need?
2. What will you do with it?
3. How and when do I get paid back — with interest?

Answer those — in under 5 minutes — and you’ll get a check. Ramble about “passion” — and you’ll get a polite “we’ll be in touch” (translation: never).

Real Pitch Script — “Smoke & Steel BBQ” (Portland):

“We’re not selling barbecue. We’re selling 10-minute lunch escapes for office workers who hate lines. Our unit economics: $10.85 gross profit per order. Break-even: 68 orders/day. Conservative projection: 85 orders/day by Month 4 — $25K/month revenue. We’re asking for $98K. $60K SBA loan (6.5%, 10-year term), $38K equity for 25% stake. Investor gets 8% preferred return — paid before profit split. ROI: 31% by Year 2. Exit: We license our ‘10-Minute Brisket’ system to ghost kitchens by Year 3 — you get first right of refusal.”

What to Bring — and What to Leave Home:

• Bring: One-page Executive Summary. Financial Projections (3 scenarios). Competitor SWOT with your tactical edge highlighted. Your “Unfair Advantage” slide (e.g., “Only truck with pre-order via Instagram DMs”).
• Leave Home: Menu mockups. Truck renderings. “Vision board” collages. Passion speeches.

Reddit Truth: “Brewcrew1886” — “Pitched with a 3-slide deck: 1) Our break-even math, 2) How we steal customers from Pyro Pizza (their weakness: no GF option — ours: GF buns + 10-min guarantee), 3) My 3-year exit plan (franchise the prep system). Got $50K in 48 hours. The guy said, ‘Finally, someone who speaks numbers.’”

Pro Tip: Practice your pitch on a banker first — not an investor. Bankers are brutal. If they don’t rip it apart, you’re ready.

Daily Decisions: Open the Plan Before Spending $1

That $2,000 you’re thinking of spending on a new fryer? That “limited-time collab” with a local brewery? That impulse hire for a “social media guru”?

STOP.

Open the plan. Check the numbers. Does it align with your Mission? Does it fit in your CapEx budget? What’s the payback period?

Decision Checklist — The 5-Minute Filter:

1. Does it serve the Mission? (“We kill lunchtime hunger in under 90 seconds.” Does a slow-smoked brisket align? No. Kill it.)
2. Does it fit the Financials? Check your Monthly Expense Budget. Is there room? If not — what are you cutting to pay for it?
3. What’s the ROI? New fryer costs $2,000. If it lets you fire 20% more orders/hour, and your avg. order is $15.50 → that’s $310 extra revenue/day. Pays for itself in 7 days. Green light.
4. What’s the Risk? Cross-reference your Risk Mitigation section. New hire? Check “Staff Shortage” protocol. New location? Check “Location Loss” backup plan.
5. What’s the Metric? Define how you’ll measure success. “If this doesn’t increase covers/day by 15% in 30 days — we kill it.”

Real Example: “The Fix on Wheels” (LA) — Owner wanted to add a “loaded nacho” special. Checked the plan:

• Mission: “Fast, fiery, stupid-satisfying.” Nachos? 8-minute prep — too slow. Red flag.
• Menu Engineering Table: Nachos had 78% margin — good. But prep time killed throughput.
• Solution: Pre-portion cheese + toppings in speed racks. Cut prep to 3 minutes. Launched. Sales: 112/week. Profit: $1,800/month.

Track Actuals vs. Projections — Religiously:

• Every Sunday, run a P&L. Compare to your Realistic Scenario.
• Off by >10%? Find the leak. Food cost spiking? Labor bloated? Underpricing?
• Adjust. Immediately. No “we’ll fix it next month.”

Your plan isn’t static. It’s your living benchmark. Print the financials. Tape them to the wall. Update them in red pen. If it’s not stained with coffee and scribbles — you’re not using it.

Crisis Mode: Your Plan Is the Triage Kit

When shit hits the fan — and it will — your plan is your only lifeline. Not your gut. Not your “vibes.” Your pre-written, pre-tested, cold-blooded protocol.

Crisis #1: Generator Dies at 7 p.m. Friday (Line: 20 Deep)

• Open Plan → Operations → “Equipment Failure Protocol”
• Action: Switch to “Analog Mode.” Paper tickets. Square reader on hotspot. Cash only if needed.
• Staff Training: Run “System Crash Drills” quarterly. Bonus if wait times stay under 25 minutes.
• Reddit Truth: “jcmacon” — “Generator died mid-festival. Switched to paper tickets + hand-written receipts. Lost zero sales. Staff knew the drill — we practiced.”

Crisis #2: Health Inspector Shuts You Down for “Grease Trap Violation”

• Open Plan → Risk Mitigation → “Health Inspection Failure”
• Action: Pull “Emergency Kit” — spare thermometers, fresh logbooks, sanitizer strips. Apologize. Fix immediately. Document every step.
• Proactive Move: Run surprise internal audits monthly. Fine staff $20 for violations (give to “employee meal fund”).
• Result: “Saffron Alley” (Austin) — 100% first-time pass rate. Inspector called them “the most prepared truck I’ve seen.”

Crisis #3: Your Prime Location Gets Zoned “Residential Only” — Effective Immediately

• Open Plan → Risk Mitigation → “Location Loss Protocol”
• Action: Activate “Plan B” — pivot to 3 booked festivals next week. DM loyal customers: “New spot: Outside City Hall 11–2. First 50 get free fries.”
• Long-Term: Negotiate revenue-share at new pod (not flat fee). Use foot traffic data from Market Analysis to justify your value.
• Reddit Gem: “Lost our pod spot to a new condo. Pivoted to corporate catering. Booked 4 offices in 72 hours. Revenue up 22%.”

Crisis #4: Sales Drop 40% in January (Rain + Post-Holiday Slump)

• Open Plan → Risk Mitigation → “Revenue Drop Protocol”
• Action: Launch “Recession Menu” — 3 core items at 20% discount. Push high-margin sides (fries, drinks). Run “Happy Hour” 3–5 p.m.
• Marketing: Post “Rainy Day Special” Reels — “Warm up with $12 Brisket Mac — DM to skip line.”
• Result: “The Daily Press” (Denver) — dinner revenue dropped 31%. Lunch + happy hour sales jumped 68%. Survived.

Your plan isn’t for sunny days. It’s for the days everything’s on fire — and you need to remember how to breathe.

Conclusion — Your Food Truck Will Survive If You Do This

You don’t open a food truck to write a business plan.

But if you’re smart — if you’re ruthless — you’ll treat that plan like your first employee: underpaid, overworked, and absolutely irreplaceable.

Reopen it when the axle snaps. Reread it when the health inspector frowns. Revise it when the rain keeps customers away. Scribble in the margins. Coffee-stain the pages. Let it get battered — that’s proof you’re alive.

The trucks that last? They’re not the prettiest. They’re not the ones with the most Instagram followers. They’re the ones with a plan that’s been used — not filed away.

Your concept will shift. (That “gourmet lobster roll” might become “$8 killer grilled cheese” when you realize who’s actually walking by at noon.) Your menu will evolve. (RIP, truffle fries. Hello, loaded tater tots.) Your team will change. Your best cook will quit to open a kombucha brewery in Sedona.

That’s fine. That’s business.

But if you built the plan right — if you sweated the numbers, named your customer, mapped your risks, priced your propane — you won’t be reacting. You’ll be adjusting. Calmly. Deliberately. With data, not panic.

Print a new copy every quarter. Redline what’s wrong. Add what’s working. Tear out what’s dead.

Found that your “signature taco” costs 41% to make and no one orders it? Kill it. Write the lesson in the margin: “Fancy doesn’t pay. Simple + high-margin wins.”

Discovered your lunch crowd is 70% remote workers? Add a “Zoom Booth” with chargers and quiet corners. Update the Concept section.

Your plan should look like it’s been through war. Because it has. And it’s kept you alive.

So finish this doc. Then keep it on your dashboard. Not in the cloud. Not in a binder. On your dashboard.

Where you can grab it — fast — when everything goes sideways.