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News in Review
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Food Quiz
Industry Discussion
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3 Tips from Food Trucks
By: Denise Lee Yohn
The newest generation of food trucks should serve as a blueprint to quick-serve marketers on how they can attract customers.
Food trucks are popping up everywhere. And these new mobile units have come a long way from the college-campus roach coaches of questionable quality. They now serve gourmet tastes out of clean, well-designed trucks, and they’re attracting respectable office workers and hip club-goers alike.
At a time when many quick-serve chains are struggling to turn positive comps and open profitable locations, the number of food trucks is exploding, as are sales from individual units. The mobility of these units gives them a distinct advantage over traditional quick-serve locations: They can go where people are in a kind of Mohammad-to-the-mountain fashion, removing drive time and hassle barriers.
But these outlets have become so popular, it’s common to hear of folks dropping what they’re doing and driving out of their way to catch their favorite food truck. While most offerings are in the standard fast food price range, some trucks sell enough $12 entrées (of Foie Gras Torchon!) and attract famously long lines to demonstrate their appeal is more than cheap, convenient eats.
More than simply being masters of mobility, food-truck operators have honed a business model and marketing strategies to grow faster than many quick serves. Fast food chains have quite a bit to learn from their success.
1. Focus Your Execution: The logistics of operating out of a food truck limit the number of menu items that can be served. Instead of this being a drawback, though, it might be food trucks’ greatest strength. With fewer items to prepare and handle, operators are able to manage food costs so they can price gourmet products reasonably, streamline the menu and communications to keep the ordering process simple, and execute well and consistently—all of which add up to a compelling customer experience.
Some operators embrace their niche so enthusiastically, it seems like the constraint would stifle business—how many varieties of cupcakes can you really make?—but in fact, their brands are stronger because of it. The Grilled Cheese Truck in Los Angeles built a cult-like following by serving nothing but variations on the old standby sandwich. The company’s clear and focused brand identity stands out in a crowded and cluttered marketplace and resonates with consumers seeking simplicity and comfort.
Many quick serves rely on menu variety and wide selection as value propositions, but food trucks are finding more success going deep instead of wide.
2. Create Demand: The mobility of food trucks works in their favor as the scarcity principle is built into their business...
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Effective leadership is putting first things first. Effective management is discipline, carrying it out.
- Stephen Covey
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View updated pricing and information each week on the website for the following food-commodity markets:
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Beef, Veal & Lamb |
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Beef production last week was 3.2% more than the same week a year ago. Beef output is anticipated to mostly trend below 2009 levels into the fall. Many of the beef markets have shown signs of weakness in recent days but by in large have been resisting the typical seasonal declines for mid July. Beef packers may slow production during the next week which could be supportive of overall beef prices. Still, the risk in the beef markets is believed to be lower from here. June retail beef prices were the highest for any month since October 2008. Bearish news for wholesale beef prices. Price USDA, FOB per pound.
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Dairy |
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US milk production during June is estimated to have been 2.4% larger than a year ago due to a 3.7% increase in milk per cow yields and a 1.2% smaller milk cow herd. Dairy farmers did add a net eleven thousand head to the herd during June contributing to the forty thousand head increase for 2010 thus far. The June milk production increase over 2009 was the largest for any month in two years. Warm temperatures are intensifying the current seasonal downturn in milk output. Still, the upside risk in the cheese and butter markets from here may only be modest. Prices per pound, except Class I Cream (hundred weight), from USDA.
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Poultry |
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Chicken production, for the most part, has continued to trend above year ago levels as chicken producer margins have improved this year. Chicken producers have curtailed broiler egg sets in recent weeks as the industry anticipates a downturn in chicken breast prices and profits. Still, the six week moving average for broiler eggs sets is trending 3.6% above last year which suggests that chicken production should remain well above 2009 levels. Retail chicken prices during June climbed to their highest level in ten months. Rising retail chicken prices could slow chicken demand as we move into the fall. Chicken breast prices appear to be topping. Typically, the chicken breast markets mostly move lower for the rest of the summer. Prices USDA, FOB per pound except eggs (dozen).
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Seafood |
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The 2010 western Gulf of Mexico US shrimp harvest is projected to decline 17% from 2009 due in part to the oil spill in the area. The 2010 shrimp harvest is forecasted to be on par with 2008. Smaller shrimp output and lackluster shrimp imports may be bullish for the shrimp markets as the summer progresses. That being said, history indicates that the upside risk in the shrimp markets from here may only be modest. Prices for fresh product, unless noted, per pound from Fisheries Market News.
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Pork |
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Pork production last week was 3.1% larger than the same week a year ago. Pork output is anticipated to mostly trend well below 2009 levels during the next several weeks. Mexico is beginning to resume ham imports from the US after the storm interruptions in recent weeks. This is firming the ham market. Last year, the ham markets traded north of $.90 a pound during August. Belly supplies are limited. Still, the belly market usually peaks shortly and then moves downward. June retail pork prices were the highest since October 2008. Prices USDA, FOB per pound.
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Produce |
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The potato markets continue to trade at fairly inflated levels. Idaho potato stocks are seasonally small as the industry awaits the major harvest later this summer. Typically, the Idaho potato markets peak during the next five to nine weeks and then move notably downward. Last year 70 ct. Idaho potato prices during September were 44% less than the previous month. Challenging weather conditions may continue to limit the lettuce harvest and support lettuce prices. The heat in the east could bring the tomato crop on early. Lower tomato prices may be forthcoming. Prices USDA FOB shipping point unless noted (terminal).
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Oil and Grains |
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Weather challenges continue to cause concerns for world grain supplies. The corn markets may have the most upside risk from here. Prices USDA, FOB.
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Canned and Frozen Food |
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Tomato Products, Canned - The California tomato harvest for processing is starting at its slowest pace in over ten years. The canned tomato markets are stable. Prices per case (6/10) FOB, unless noted from ARA.
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Processed Fruits and Vegetables - 2010 green bean for canning acreage is projected to be 6.6% less than last year. The canned green bean market is steady to soft. Prices FOB per case from ARA.
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Why do restaurant owners and managers try to profit out of the employees pocket?
Community member CaterChef writes...
When a customer come in sometimes to only person they see is lowest paid in your employ. They are your business card, your brochure and sometimes your business future. .Although I started in a hotel kitchen, later I worked in restaurants that I had to watch my time card like a hawk, it seems every week I would be short an hour or more on my time and they would say "if you don't like my book keeping you can leave" When I became Executive Chef during the busy season my Sous Chef...
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I am almost done with culinary school NOW WHAT????
Community member Paulo writes...
Let me start by saying, I have been in the industry for about 10+ years. last year i made a decision to go back to school and study culinary because i simply love this industry and i am good at it. Now i am about to finish my culinary AOS degree. what i want to know is, what is put there for someone like me who has experience and just finished my studies when there's a lot of unemployed professionals in the field and recession is far from over? I mean I have a lot to offer but most of...
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Is the END near for the Professional Chef?
Community member CaterChef writes...
Each year the role of the Professional Chef in the media becomes less and less respected.
They are being projected as being contestants on a game show more than being hard working employees trying to provide a delicious meal for the traveling public under conditions that would make most business people look for a different line of work. And with employees for the most part that would rather be doing something else if they were qualified. That's not to say all of us don't...
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I am tired of being the bowl
I am tired of being the bowl. Cut off my head, scoop out my seeds, and fill me up with soup. This is often the story of my life. My skin can be green, gold, white or variegated in green, yellow and orange. I am a shrubby; creeping plant and my shape is conical with a pointed apex and longitudinally grooved. Compared to my summer cousins I take a long time to grow, averaging about 80 to 100 days. I am in the same family as the melon and cucumber and I am believed to have wild origins in Central America, between Mexico and Guatemala dating back over ten thousand years. Christopher Columbus is credited with introducing my ancestors to Europe. My thin skin is very hard to peel so it is usually left intact. My flesh will reveal a peppery hazelnut flavor that is universally admired. In fact, when not being used as a bowl, you can just cut me in half, drizzle some butter (tanning oil to me) on my flesh, then top with honey, cinnamon, brown sugar, and/or nutmeg. Roast me for just under an hour and I’ll prove to you that bowls are better in plastic, paper or china. Don’t forget to cover me in the oven or my top layer will burn, and I never got along well with aloe. While I am an excellent source of potassium and vitamin A, I also contain vitamin C, folic acid and copper.
What am I?
The Food Quiz has is brought to you by Culinary Specialty Produce, a specialty produce broker that scours the world for the very best in specialty produce. Contact them at 908-789-4700 or by sending an email to info@culinaryproduce.com.
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