Food truck marketing ideas

Let us paint you a picture. You’ve got your physical food truck. The flat top’s sizzling, the fryer’s hot, your menu is tighter than a drum, and your food? It's next level. You’ve got the permits, the gas, the whole package. But there’s one problem. Where on earth are the customers?

The hard truth is, it doesn’t matter how great your food is if nobody knows you exist. And trust us, in the food truck game, everyone is competing for that same street corner. The number of food truck businesses in the US rose by 15.9% between 2018 and 2024. We’re up to around 58,064 food trucks in this country alone. So the competition is only getting tougher. You need more than just a good menu. You need a strategy. You need a plan to make sure you’re not just another truck out there—you’re the truck everyone’s talking about.

That’s what we’re getting into today. We're going to break down exactly what it takes to turn your food truck into a destination. How much to spend? What marketing ideas actually work? And most importantly how to make sure there’s always a line outside, from sunrise to sunset. Let’s get into it, shall we?

What makes a food marketing strategy good? 

Well, it’s not just about slapping a logo on the side and hoping for the best. A solid strategy has a few key ingredients. Think of it like your food: you need the right mix of flavors to make it irresistible.

Your food van’s brand concept has been established

This is your identity. The vibe of your food truck. It’s what sets you apart. It’s the story you tell, not just about what’s on the menu, but about who you are. 

The very best companies have a strong and memorable brand identity and brand concept. Think McDonalds with their golden arches. Then there's Taco Bell. Their brand isn't just about serving Tex Mex. It's about fun, irreverence, and a little bit of chaos. When you think Taco Bell, you think quirky, bold, and adventurous. It’s a lifestyle wrapped in a tortilla.

Remember, as the great Simon Sinek said, 'People don’t buy what you do. They buy why you do it.' So what’s your reason? Is it about family recipes passed down for generations, innovative twists on old classics, or bringing a new and unique cuisine to the states? Whatever it is, own it. That’s your brand.

Your target audience is already defined 

Listen, we know you’ve got great food. But if you don’t have a crystal-clear idea of who you're serving or who you want your potential customers to be, you're missing the mark.

Start by looking at the people already coming to your truck.. Who are they? Are you catering to foodies, those trend-chasing taste buds always hunting for the next big thing? Maybe you're hitting the health-conscious crowd, looking for fresh, clean meals on the go. You can then start to create customer personas with their food truck customer demographics (age, gender, income) as well as their behaviors.

Here's where it really pays off. 81% of customers prefer companies that offer a personalized experience, and 70% say it’s important that employees know their history with the company—past purchases, preferences, and more. By defining your customer personas, you’re not just guessing at what works, you’re hitting the mark every time.

A deep understanding of your competitor's tactics

Take a good, hard look at your competition. By competition, we mean both your direct (other food truck owners and food truck operators in your area, serving similar dishes or targeting the same crowd) and indirect (local brick and mortar restaurants, food delivery services, or even convenience stores offering quick bites) competitors.

What are they doing right? What are they missing? How are they marketing themselves, and what’s working for them? Are they tapping into social media? Are they offering discounts, or are they building loyalty programs? Understanding their strengths and weaknesses helps you position yourself to stand out in the crowd.

This doesn’t mean copying them. It means learning from them and finding the gaps you can fill. The more you know about what others are doing, the better you can set yourself apart. That’s how you carve your niche and stay ahead in this game.

How much does it cost to market a food truck business?

First things first: before you get into any initiatives, you need to know how much you can afford. Marketing is critical, but you need to make sure it doesn’t break your bank. The last thing you want is to get so excited about promoting your truck that you overspend and end up in the red.

Here’s a rule of thumb: most businesses spend around 3% to 10% of their total sales on marketing. That’s the range you should aim for (here’s a handy guide on food truck costs to help you work out how much this could be). You don’t need a huge budget to make an impact, but you do need to plan. The key is being strategic with every dollar you spend.

The good news is that marketing doesn’t have to cost a fortune. There are plenty of free or low-cost ways to get your name out there. For example, if you’ve got a tech-savvy friend or neighbor, have them run your social media accounts and so some social media marketing. Pay them in food! Trust us, that’s a deal they won’t pass up. Or, if you’ve got the time and energy, run it yourself.

5 marketing ideas for a food truck owner 

Now, onto the good stuff, otherwise known as our food truck marketing strategies that’ll get people lining up at your window:

Engage with events and partnerships to attract more people

Food festivals are the perfect platform for getting your delicious food in front of a crowd that’s already excited to eat. Take Coachella, for example. Last year, they had a whole list of food truck options at their 2-weekend-long festival, including names like Roy Choi, Dave’s Hot Chicken, Delilah, Slab, and the Nice Guy. Not only did they get tons of exposure from the 300,000 people who attended, but these collaborations also brought tons of PR buzz, getting mentioned in top outlets like Eater.

But it’s not just about big festivals like Coachella. Think local! Look for community events, farmers’ markets, and pop-up collaborations with nearby businesses. Partnering with local bars, breweries, or even fitness studios can introduce your food truck business model to a crowd that may not have considered you before.

When you engage with events like these and partner up with local businesses, you're going to want to think about creating a mutually beneficial partnership that gets you more exposure, brings in new customers, and connects you to the local community. These partnerships build your reputation as a local favorite, and at the same time, they open the door to new audiences you might not have reached otherwise.

Implement loyalty programs and discounts to keep customers coming back

People love to feel valued. It’s the whole reason loyalty programs work so well. Just look at Starbucks. Their Starbucks Rewards program is a phenomenon. In Q1 2024, they hit a record 34.3 million active members in the States alone. That’s 34.3 million coffee drinkers getting something back. Why does this work so well? Because people want to feel appreciated for their loyalty. When they know they’re being rewarded for their loyalty, they stick around.

Now, we know what you might be thinking: 'But I’m just a small local food truck. How can I compete with Starbucks?' Simple. You start small, but you think big. Even if you’re just offering a stamp card or a points-based system where every purchase earns a reward, you’re on the right track. It doesn’t have to be complex. It just needs to be consistent and meaningful. Keep it simple. A free dish after ten purchases, for instance, or a special offer for your most loyal customers.

At Epos Now, our POS software offers a range of customer loyalty program options through third-party app integrations. Whether it’s digital punch cards, discount schemes, or exclusive offers, we’ve got the tools to help you keep your customers coming back for more.

Use social media channels to raise awareness about your food business

If you’re not on social media, do you even exist? Seriously. Social media marketing is one of the most powerful tools you can use to build your brand, raise awareness, and create a loyal following. Why? Because your customers are already there. Instagram, Facebook, TikTok, Twitter - these platforms are where your next big wave of customers is waiting to find you. If you want brand recognition, you need to be in front of their faces—and there’s no better way to do that than social media.

How many of you have seen a food truck or restaurant pop up in your feed and thought, 'I need to try that'? We know we’ve done it. Social media is the window into your business. It’s the opportunity to showcase your food, your personality, and what makes your truck stand out. Post mouthwatering photos, engaging behind-the-scenes content, and customer testimonials. People love to see what goes into their food, who’s behind the truck, and what makes your spot different. Build that social media presence, and you’re already one step ahead.

The trick here though is consistency. Social media isn’t a one-and-done thing. You need to show up every day. Post regularly, engage with your audience, and use the right hashtags to make your content discoverable. Don’t just post when you’re trying to push a special or event. Get personal. Show your team, share your journey, make your followers feel like they’re a part of your story.

Create an exceptional online ordering system for a great experience

We live in a world where convenience is king. Consumers want everything at the click of a button, and that includes food. No one wants to wait in line, especially when they can have their favorite dish delivered right to their doorstep or order their food in advance, skip the line, and pick up their meal without waiting. In fact, according to DoorDash, nearly 70% of consumers ordered delivery in March 2024. That’s a huge shift in behavior, and it’s only going to keep growing.

On top of that, technology makes people spend more. Deloitte found that customers increase their spending by a staggering 20% when they order through technology. And if you're running a quick-service restaurant or a food truck, here’s some powerful data: online ordering grew check averages for quick-service restaurants by 26% and fast casuals by 13%.

So, what does this mean for your food truck? It means you need an exceptional online ordering system. It’s not just about taking online orders, it’s about creating an experience. A smooth, intuitive ordering process means your customers can get their food fast, with minimal effort. And that leads to repeat business.

In a world where everything is at our fingertips, why shouldn’t your food truck be too?

Encourage customers to leave reviews to increase your online presence

Over half (57%) of all consumers read restaurant reviews online before making a decision. Millennials are leading the charge with a whopping 61% of them searching online before trying a new spot. That’s a huge opportunity for you.

Reviews are today’s word of mouth. Positive reviews build trust, increase visibility, and, most importantly, help customers make decisions. But don't just wait for them to happen. Encourage them! Offer incentives like a discount on their next meal or a free add-on for leaving a review. Make it easy, share links on your social media pages, in follow-up texts, or even on the receipt.

When your customers leave reviews, it’s more than just customer feedback. It’s a way to increase your online presence and attract a wider audience. So, get out there, ask for those reviews, and use them to build your brand. The more reviews, the more visibility. And more visibility means more customers lining up at your truck.

What elements to include in a marketing strategy for food trucks

When building a marketing strategy for your food truck, you need to have a solid foundation. Let’s break down the essentials.

• Objectives: What do you want to achieve? Are you aiming for more foot traffic at your regular locations? Do you want to expand your customer base by partnering with local businesses? Or maybe it’s about increasing online orders and delivery sales. Setting clear, measurable objectives will guide your strategy and help you stay focused.
• Channels to target different segments of your target market: Once you know your objectives, it’s time to think about how you’ll reach your audience. Are they active on Instagram, Facebook, or TikTok? Or maybe they’re more likely to engage through local event listings or food blogs. Identify the best channels to communicate with each segment of your audience.
• Timeline: A good marketing strategy isn’t just about what you do, it’s also about when you do it. Creating a timeline helps you map out when to execute each part of your plan—whether it’s launching a new menu item, participating in a local event, or running a seasonal campaign. You want your efforts to align with key dates on your marketing calendar, holidays, and local happenings to maximize impact.
• KPIs:Whether it’s foot traffic, online orders, or social media engagement, knowing what you’re tracking will allow you to adjust your strategy in real-time. We’ll talk more about KPIs in the next section, but just remember: if you’re not measuring it, you’re not improving it.
• Budget: Your marketing plan has to fit within your financial reality. Here's where you'll need to allocate resources where they’ll have the most impact.

How to measure the success of my marketing plan

So, you’ve put your plan into motion. You’re running promotions, partnering with local businesses, and pushing your food truck brand to the next level. But how do you know if it’s working? Measuring the success of your marketing plan is crucial. Here’s how you do it.

• Customer retention: Are people coming back? Customer retention is a sign that you’re not just attracting customers, you’re keeping them. Repeat customers are more valuable than one-time visitors. Measure your success by tracking how often your regulars return.
• Customer acquisition: How many new customers are you bringing in? Whether it’s through online orders, social media campaigns, or word of mouth, you want to see a steady stream of fresh faces at your truck. Measuring new customer acquisition gives you a clear picture of how well your marketing efforts are expanding your reach.
• Reviews: You’ve been encouraging them, now it’s time to see how they’re impacting your business. Positive reviews boost your reputation and visibility, and as we mentioned earlier, they’re key for attracting new customers. Track the number and quality of reviews you get, and watch how that correlates with sales. If you see a spike in positive reviews, chances are, your marketing is hitting the right notes.
• POS reports and other analytics: Finally, let’s talk about the hard data. Your point of sale (POS) system is an invaluable tool in tracking sales trends, order sizes, and customer preferences. Jump into those reports. A food truck POS system can tell you: What time of day are you getting the most orders? Are certain promotions or menu items driving more traffic? Using analytics to assess what’s working—and what’s not—will help you continuously refine your marketing strategy.