Gourmet on the Go

Creating memorable experiences for customers

Running a gourmet truck has a number of benefits, from flexible working hours, lower start-up costs (compared to a bricks and mortar restaurant), and the opportunity to take your food direct to customers at events, parties, weddings, markets and festivals.

The Growth of Christmas Markets

As we head towards the end of the year, Christmas markets are a growing opportunity for food truck operators as diners seek festive food experiences to share with friends and family.

Alan Fox, CEO of The Nationwide Caterers Association (NCASS), says, “These events can be profitable provided you choose the right ones. Try incorporating festive flavours like mulled spices, cranberry, chestnut and cinnamon into your menu. Offer warming, indulgent dishes such as gourmet burgers, loaded fries, artisan hot dogs, festive toasties, hot chocolate or mulled drinks. Pricing should reflect your ingredient quality, preparation time and event costs, while staying competitive. Plan your stock carefully to avoid food waste, especially if footfall varies day to day. Presentation is key, from branded festive packaging to music and seasonal uniforms. These all help create a memorable experience for customers.”

When choosing events, research footfall, the target audience, trading fees and who the other traders are. It is also important to build relationships with event organisers, local councils, and venue managers. Alan adds, “Make your set up stand out so customers can spot you in a busy marketplace. Use great images, give examples of your menus, talk about your brand, your experience and your accreditation such as training and being an NCASS member.”

Always be Prepared

Some festive events will be under cover, but if they are out in the open, remember the weather can be unpredictable, so make sure you’re prepared.

Dennis Broadfield has been running The Deli Truck for 13 years and now concentrates on private parties and weddings. He specialises in Texan barbecues. “This is a different way of doing a barbecue,” he says. “We slow cook a shoulder of pork so it becomes pulled pork. Everything is made from scratch and we grow our own fruit and vegetables. My advice is to understand your customers and adapt your recipes to suit what they want.”

Rashi’s Ceylon Kitchen gourmet food truck serves Sri Lankan cuisine at food festivals and private parties in Devon. “After doing some market research, we found that authentic Sri Lankan dishes were most popular, so we concentrate on that,” says Jeevan Chandrawansha, who runs the business with his wife. “Having a gourmet food truck gives you freedom to spend time with family. It’s also great to mingle with lots of interesting people.”

The biggest seller is Kottu, a Sri Lankan street food made with chopped up flatbread, vegetables and meat cooked on a griddle with spices and a curry sauce. “For Christmas, we’ll be serving Sri Lankan Christmas cakes,” he adds.