Alan Philips - Idiots Guide: Starting a Food Truck Business: Everything You Need to Succeed with Your Kitchen on Wheel

ALPHA BOOKS

Published by the Penguin Random House LLC

Penguin Random House LLC, 345 Hudson Street, New York, New York 10014, USA Penguin Random House (Canada), 320 Front Street West, Suite 1400, Toronto, Ontario M5V 3B6, Canada Penguin Books Ltd., 80 Strand, London WC2R 0RL, England Penguin Ireland, 25 St. Stephens Green, Dublin 2, Ireland (a division of Penguin Books Ltd.) Penguin Random House (Australia), 707 Collins St, Docklands, Victoria 3008, Australia Penguin Books India Pvt. Ltd., 3rd Floor Mindmill Corporate Tower, Plot No. 24A, Sector 16A, Film City, Noida, UP 201 301, India Penguin Random House LLC (NZ), 67 Apollo Drive, Rosedale, North Shore, Auckland 1311, New Zealand (a division of Pearson New Zealand Ltd.) Penguin Books (South Africa) (Pty.) Ltd., 24 Sturdee Avenue, Rosebank, Johannesburg 2196, South Africa Penguin Books Ltd., Registered Offices: 80 Strand, London WC2R 0RL, England

Copyright 2012 by Alan Philips

All rights reserved. No part of this book may be reproduced, scanned, or distributed in any printed or electronic form without permission. Please do not participate in or encourage piracy of copyrighted materials in violation of the authors rights. Purchase only authorized editions. No patent liability is assumed with respect to the use of the information contained herein. Although every precaution has been taken in the preparation of this book, the publisher and author assume no responsibility for errors or omissions. Neither is any liability assumed for damages resulting from the use of information contained herein. For information, address Alpha Books, 6081 E. 82nd Street, Indianapolis, IN 46250.

THE COMPLETE IDIOTS GUIDE TO and Design are registered trademarks of Penguin Random House LLC

ISBN: 9781615641628
Library of Congress Catalog Card Number: 2011938637

eISBN: 9781101580158

14 13 12 8 7 6 5 4 3 2 1

Interpretation of the printing code: The rightmost number of the first series of numbers is the year of the books printing; the rightmost number of the second series of numbers is the number of the books printing. For example, a printing code of 12-1 shows that the first printing occurred in 2012.

Printed in the United States of America

Note: This publication contains the opinions and ideas of its author. It is intended to provide helpful and informative material on the subject matter covered. It is sold with the understanding that the author and publisher are not engaged in rendering professional services in the book. If the reader requires personal assistance or advice, a competent professional should be consulted.

The author and publisher specifically disclaim any responsibility for any liability, loss, or risk, personal or otherwise, which is incurred as a consequence, directly or indirectly, of the use and application of any of the contents of this book.

Most Alpha books are available at special quantity discounts for bulk purchases for sales promotions, premiums, fund-raising, or educational use. Special books, or book excerpts, can also be created to fit specific needs. For details, write: Special Markets, Alpha Books, 345 Hudson Street, New York, NY 10014.

Publisher: Marie Butler-Knight

Associate Publisher: Mike Sanders

Executive Managing Editor: Billy Fields

Executive Acquisitions Editor: Lori Cates Hand

Development Editor: Jennifer Moore

Senior Production Editor: Janette Lynn

Copy Editor: Cate Schwenk

Cover Designer: Rebecca Batchelor

Book Designers: William Thomas, Rebecca Batchelor

Indexer: Tonya Heard

Layout: Brian Massey

Proofreader: John Etchison

PRODUCTION, LONDON

Digital Producer:Alex Valizadeh

Senior Digital Producer:Miguel Cunha

DIGITAL OPERATIONS, DELHI

Head of Digital Operations:Manjari Hooda

Producer:Rahul Kumar

Assistant Producer:Suruchi Kakkar

Operations Coordinator:Md Tauhid Nasir

This book is dedicated to my mother, Diane Cohen, the woman who made me believe anything is possible. Through your sacrifice and limitless love I know and see the world. This has made everything in my life possible. Everywhere I go youre in my mind and heart. You blessed me with limitless desire and loved me without expecting anything in return. I know we used to listen to I Will Survive, but no more just surviving. Now its time to live life to the fullest, and were just getting started.

Introduction

As I write this, Im sitting on a plane flying to Hawaii for a consulting project. I cant help but be amazed at how I arrived here. I started out much as I envision you, filled with passion and chasing a dream. Ive earned the right to spend my days pursuing my passion to serve, feed, and entertain people in the most creative ways I can imagine. My arrival at this nirvana manifested through countless hours of hard work and commitment to my personal vision. At one point I was so obsessed with my dream, I wrote countless letters to celebrity chefs and restaurateurs begging them for jobs. I wrote so many letters and made so many phone calls that I recall one luminary welcoming me to his office under the moniker Mr. Persistent.

Following your passion for food and hospitality will be hard work, but it will take you on a spectacular journey, teach you countless lessons, and expose you to amazing opportunities and people. The key is to recognize the opportunities, seize them, and enjoy every moment along the way. Your enjoyment will directly affect the experience you provide to your customers.

At the core of the food truck business and its current revolution is the chance to open doors and expose your talent. If youre passionate about food and hospitality, a truck can be your entry into this world. They provide a platform for the next generation of foodies, entrepreneurs, and chefs to turn their love into a businessat half of the traditional investment. Blogs, social media, and press can then potentially turn you into the newest sensation faster than you can fill up your tank. Just look at the venerable Kogi BBQ Truck. It started out as a drunken late-night conversation but wound up igniting a revolution and, along with that, a Los Angelesbased empire.

The journey youre about to embark on is your chance to contribute your voice and talents to the conversation. Its a ticket to the game with front row seats because of the media hype surrounding trucks. But with great power comes great responsibility. The truck you choose to create will be an extension of you and your views, and in turn, your reputation. You only get one reputation, so protect it with your life. Just as you can establish yourself as a player in the food business, you also can negatively impact your future with unsavory practices or a low-quality product.

The most important advice I can give you is to be authentic, honest, and always put the customer first. Create a truck that speaks to who you are and what you love. Customers will know if youre being true to yourself, and it will directly affect peoples enjoyment of your product. Dont cut corners or try to take advantage of anyone in your business affairs. Treat everyone as you would your mother or grandmother. And never forget that your customers are the most important part of your truck business. Make sure, no matter what, that your customers leave your truck happy. Sometimes that might mean losing money or swallowing your pride, but word of mouth and buzz will determine your fate. A customer is 10 times more likely to talk about a bad experience than a good one.