How profitable is a food truck?

Data provided here comes from our team of experts who have been working on business plan for a food truck. Furthermore, an industry specialist has reviewed and approved the final article.

Is operating a food truck profitable, and what is the expected income range for food truck vendors?

Let's check together.

Revenue metrics of a food truck

How does a food truck makes money?

A food truck makes money by selling food and drinks to customers.

What are the common products sold in food trucks?

Food trucks typically offer a wide range of convenient and tasty on-the-go food options.

Some common products sold in food trucks include popular street food like hot dogs, hamburgers, and tacos, often with creative and diverse toppings or fillings. Sandwiches and wraps with various fillings such as grilled chicken, pulled pork, or vegetarian options are also commonly found.

Many food trucks specialize in ethnic cuisine, serving dishes like falafel, kebabs, sushi rolls, or Thai curries, allowing customers to experience a variety of flavors from around the world. Additionally, you'll often find comfort foods like macaroni and cheese, french fries, and chicken wings on food truck menus. Healthier choices like salads, fruit cups, and smoothies are also offered to cater to different dietary preferences.

And don't forget sweet treats - dessert-focused trucks might serve items like ice cream, cupcakes, churros, or gourmet donuts, satisfying the craving for something sugary.

What about the prices?

A food truck typically offers a variety of items on its menu, each with its own price range.

Snacks like fries, nachos, or samosas can range from $2 to $6. Sandwiches, burgers, or tacos might be priced between $5 and $10, depending on the ingredients and complexity.

Heartier options like gourmet hot dogs or grilled cheese with extra toppings can fall within the $6 to $12 range. For more substantial choices such as salads or bowls, prices may hover around $8 to $12 or more, depending on the mix of ingredients.

Specialty items or signature dishes could reach higher, from $10 to $15. Drinks like soda, water, or simple iced tea often cost around $1 to $3, while fancier beverages like fresh juices, smoothies, or specialty coffees could range from $3 to $6.

Desserts like cookies, brownies, or mini-cupcakes can generally be priced from $1 to $4.

Item Category	Price Range ($)
Snacks	$2 - $6
Sandwiches, Burgers, Tacos	$5 - $10
Gourmet Hot Dogs, Grilled Cheese	$6 - $12
Salads, Bowls	$8 - $12+
Specialty Dishes	$10 - $15
Drinks (Soda, Water, Tea)	$1 - $3
Specialty Drinks (Juices, Smoothies, Coffee)	$3 - $6
Desserts	$1 - $4

Who are the customers of a food truck?

Food trucks can cater to a variety of customers, from local office workers to tourists and event attendees.

Which segments?

We've made many business plans for projects like this. These are the groups of customers we usually see.

Customer Segment	Description	Preferences	How to Find Them
Office Workers	Busy professionals working in nearby offices looking for quick and convenient meals.	Fast, affordable, and portable food options.	Set up near office complexes during lunch hours.
Students	High school or college students seeking affordable and tasty meal alternatives.	Quick bites, trendy and Instagram-worthy foods.	Position near schools, colleges, and student hangouts.
Tourists	Travelers and sightseers exploring the city who want to experience local flavors.	Local specialties, cultural diversity in food.	Be in popular tourist spots and attractions.
Families	Parents with children looking for family-friendly dining options.	Kid-friendly, wholesome meals.	Appear at parks, family events, and community gatherings.
Late-Night Crowd	Night owls and partygoers searching for late-night snacks after social events.	Hearty and filling comfort food.	Operate near nightlife districts and popular bars.

How much they spend?

In our detailed analysis of the food truck industry, we've found that customers usually spend between $7 to $15 per visit on a food truck. This spending can fluctuate based on the menu prices, food preferences, and purchasing patterns (such as whether they buy drinks or additional items).

Research indicates that a regular customer tends to patronize the same food truck around 2 to 4 times a month. Factors influencing this frequency include location, the variety of food offered, customer satisfaction, and the rotation of food trucks in the area.

Considering these factors, the estimated lifetime value of an average food truck customer, assuming a consistent pattern over a six-month period, would be from $84 (2x7x6) to $360 (4x15x6). This range accounts for the varying spending and visitation habits of different customers.

With this in mind, we can approximate that a loyal, regular customer would contribute around $220 in revenue to a food truck over a six-month period. This estimation is vital for understanding the revenue stream and for the strategic planning of the business, such as deciding on locations, menu items, and marketing efforts.

(Disclaimer: the figures provided above are general estimates and may not precisely reflect your specific business scenario. Factors such as weather conditions, local competition, and economic trends can also significantly impact customer spending and frequency.)

Which type(s) of customer(s) to target?

It's something to have in mind when you're writing the business plan for your food truck.

The most profitable customers for a food truck often include busy office workers and tourists in popular areas.

They are profitable because they seek quick and convenient dining options, are willing to pay for quality, and frequently return for more.

To target and attract them, scout high-traffic locations near office buildings, tourist attractions, or events, and promote your food truck through social media, online reviews, and eye-catching signage. Offering a diverse menu with fast service and value-for-money options can be enticing.

To retain them, maintain consistency in food quality, provide loyalty programs or discounts, and engage with customers through social media or email marketing, keeping them informed about new menu items and special promotions to build a loyal customer base and sustain profitability.

What is the average revenue of a food truck?

The average monthly revenue for a food truck can generally range from $5,000 to $20,000, depending on several factors including location, clientele, and the type of food sold. We will explore different scenarios to provide a clearer picture.

You can also estimate your own revenue by using different assumptions with a financial plan tailored for a food truck.

Case 1: A basic food truck in a small town

Average monthly revenue: $5,000

This type of food truck typically operates in a small town and doesn't venture into large events or busy city streets. It might offer a simple menu, with affordable, quick-to-prepare foods like sandwiches, salads, or coffee.

The customer base might consist of local residents or workers from nearby businesses, with little to no tourist traffic. Without additional offerings or a notable culinary hook, the truck relies on regular customers and consistent, if unremarkable, sales.

Assuming an average pricing of $5 per meal and serving around 30 meals on a good day, this food truck's daily revenue would be approximately $150. Operating roughly 30 days a month (considering possible downtime for maintenance or slow days), the monthly revenue would hover around $4,500, which we'll round up to $5,000 considering occasional larger sales or special events.

Case 2: An urban food truck with a dedicated following

Average monthly revenue: $15,000

This food truck is situated in a bustling city environment, perhaps even operating in multiple locations throughout the month. The menu is more sophisticated, possibly featuring gourmet or ethnic foods, and attracts a mix of city workers, residents, and tourists.

Thanks to a stronger branding effort and social media presence, this truck might frequently serve customers at festivals, concerts, or business events. They may also sell merchandise or packaged take-home items, expanding their revenue streams.

With menu items averaging around $10, and serving close to 100 meals on a busy day, daily earnings could reach about $1,000. If the truck operates around 15 days a month, factoring in the need to travel between locations and less predictable foot traffic, it could generate $15,000 a month.

Case 3: A high-end food truck with a unique, gourmet offering

Average monthly revenue: $30,000

This premium food truck is a known entity in the culinary scene, perhaps even mentioned in foodie publications or featured on local TV. It's not just a place to grab a quick bite, but a destination that offers a unique dining experience, often with a rotating menu of gourmet, chef-driven plates that draw crowds.

The truck might frequent high-profile events, food truck parks, or festivals, and could be booked for private functions. It likely sells higher-margin beverages and branded merchandise, driving additional revenue.

With a gourmet tag, the average price per meal might be $15 or more. Serving an estimated 200 meals on a busy day would result in daily revenues of $3,000. Operating an average of 10 days a month - considering the preparation involved, event schedules, and private bookings - this truck could pull in an impressive $30,000 monthly.

The profitability metrics of a food truck

What are the expenses of a food truck?

Operating a food truck involves expenses such as food ingredients, food truck maintenance, staff wages, and marketing efforts.

Category	Examples of Expenses	Average Monthly Cost (Range in $)	Tips to Reduce Expenses
Food Costs	Ingredients, groceries, meat, vegetables	$2,000 - $3,500	Source ingredients in bulk, minimize food waste, adjust menu based on seasonality
Labor Costs	Wages, salaries, payroll taxes	$2,500 - $4,500	Optimize staffing levels, cross-train employees, offer flexible work arrangements
Fuel and Propane	Fuel for the truck, propane for cooking equipment	$500 - $800	Use fuel-efficient equipment, plan efficient routes, negotiate fuel prices
Vehicle Maintenance	Repairs, oil changes, tire replacements	$400 - $800	Maintain the truck regularly, address issues promptly
Insurance	Vehicle insurance, liability insurance	$200 - $400	Shop around for insurance providers, maintain a clean driving record
Permits and Licenses	Food truck permits, health permits, parking permits	$100 - $300	Stay compliant with regulations, streamline the permit application process
Commissary or Kitchen Rental	Rental fees for a kitchen space	$500 - $1,000	Negotiate rental rates, share a commissary with other food trucks
Marketing and Promotion	Advertising, signage, social media marketing	$200 - $500	Focus on low-cost marketing strategies, utilize social media for promotion
Office Supplies	Receipt paper, order forms, cleaning supplies	$50 - $100	Buy in bulk, minimize unnecessary purchases
Miscellaneous	POS system fees, permits for events, business fees	$100 - $300	Review contracts, explore cost-effective alternatives

When is a a food truck profitable?

The breakevenpoint

A food truck becomes profitable when its total revenue exceeds its total fixed and variable costs.

In simpler terms, it starts making a profit when the money it earns from selling food and beverages becomes greater than the expenses it incurs for ingredients, truck maintenance, fuel, permits, salaries, and other operating costs.

This means that the food truck has reached a point where it covers all its expenses and starts generating income; this crucial milestone is known as the breakeven point.

Consider an example of a food truck where the monthly fixed costs typically amount to approximately $7,000.

A rough estimate for the breakeven point of a food truck would then be around $7,000 (since it's the total fixed cost to cover), or selling between 700 and 1,400 dishes per month, assuming the price per dish ranges from $5 to $10. This does not account for the variable costs that would also need to be covered to truly break even.

It's important to recognize that this indicator can vary widely depending on factors such as location, menu prices, operational costs, seasonality, and competition. A food truck in a bustling city center might have a higher breakeven point than one in a small community due to higher expenses for permits, parking, and ingredients.

Curious about the profitability of your food truck? Try out our user-friendly financial plan tailored for food trucks. Simply input your own assumptions, and it will help you calculate the amount you need to earn in order to run a profitable venture.

Biggest threats to profitability

The biggest threats to profitability for a food truck can include high operating costs like ingredients, fuel, and permits, which can eat into profits.

Fierce competition from other food trucks or restaurants can make it challenging to attract customers consistently.

Bad weather might discourage outdoor dining, affecting sales.

Inconsistent foot traffic and location problems can make it hard to find a steady stream of customers.

Strict food safety rules and health regulations could lead to fines or closures if not followed.

Economic downturns can reduce consumer spending on eating out, impacting revenue.

These threats are often included in the SWOT analysis for a food truck.

What are the margins of a food truck?

Gross margins and net margins are financial metrics used to gauge the profitability of a food truck.

The gross margin represents the difference between the revenue earned from selling food and beverages and the direct costs involved in creating those items, such as ingredients, disposable serveware, and fuel for the truck.

Essentially, it's the profit remaining after subtracting the costs directly tied to food preparation and sales, which include food supplies, cooking gas, and staff wages for those working in the truck.

Net margin, conversely, accounts for all expenses the business faces, incorporating indirect costs like administrative expenses, marketing, parking permits, and insurance.

Net margin offers a more comprehensive insight into the food truck's profitability, factoring in both the upfront costs of producing the food and the backend expenses of running the business.

Gross margins

Food trucks generally maintain average gross margins between 60% and 70%.

This implies that if your food truck generates $12,000 in a month, your gross profit would be approximately 65% x $12,000 = $7,800.

Let's elucidate this with an example.

Consider a food truck that serves 300 customers in a day, with each customer spending an average of $10, making the total daily revenue $3,000.

However, the food truck has expenses for ingredients, serveware, and fuel. Suppose these costs amount to $1,200 daily, the food truck's gross profit would then be $3,000 - $1,200 = $1,800.

In this scenario, the gross margin for the food truck would be $1,800 / $3,000 = 60%.

Net margins

On average, food trucks have a net margin that ranges from 15% to 30%.

In simpler terms, if your food truck earns $12,000 per month, your net profit might be around $1,800, constituting 15% of the total revenue.

We'll use consistent figures for clarity.

Continuing with our food truck serving 300 customers, it earns $3,000 daily. The direct costs, as discussed, come to $1,200.

Beyond that, the food truck also shoulders several indirect costs like promotional activities, permit fees, insurance, and maintenance. Assuming these additional expenses come to $900 per day, the remaining amount represents the net profit: $3,000 - $1,200 - $900 = $900.

Thus, the net margin for the food truck would be calculated as $900 divided by $3,000, resulting in 30%.

As an entrepreneur, recognizing that the net margin (in contrast to the gross margin) provides a truer representation of your food truck's actual earnings is crucial. It encompasses the entire spectrum of expenditures incurred in the operation, giving you a clear financial standing of your business.

At the end, how much can you make as a food truck owner?

Now you understand that the net margin is the key indicator to determine if your food truck is profitable. Essentially, it reveals how much money remains after all expenses have been covered.

The amount you earn will undoubtedly depend on your execution quality.

Struggling food truck owner

Makes $500 per month

If you launch a food truck without proper research, such as choosing less popular locations, having inconsistent operating hours, ignoring essential maintenance, and not offering a diverse or appealing menu, your total revenue might stall at just $3,000.

Furthermore, if expenses are not kept in check, your net margin could be under pressure, perhaps hovering around 15%.

This translates to meager monthly earnings, possibly capping at around $500 (15% of $3,000).

This situation represents the financial downside for a food truck entrepreneur.

Average food truck owner

Makes $3,750 per month

Let's say you operate a standard food truck with a decent menu. You maintain regular hours, engage with customers on social media, and participate in events or food truck parks.

Your dedication pays off somewhat, pushing your total revenue to about $15,000.

With sensible expense management, your net margin might sit comfortably at 25%.

Under these circumstances, your monthly take-home could be around $3,750 (25% of $15,000).

Exceptional food truck owner

Makes $20,000 per month

You go the extra mile in operating your food truck, providing extraordinary food, excellent customer service, and a memorable brand. You’ve done extensive research on high foot-traffic locations and perhaps even have a few trucks in different spots.

Your menu suits the tastes of your target demographic perfectly, and you regularly refresh it with new, innovative items. Health and safety standards are impeccable, and your marketing strategy is robust, involving social media engagement, event catering, and collaborations.

All these efforts could escalate your total revenue to a soaring $50,000.

Moreover, through strategic planning, efficient operations, and smart negotiations with suppliers, you maintain a healthy net margin of around 40%.

In this ideal scenario, the successful food truck entrepreneur could be looking at monthly earnings of about $20,000 (40% of $50,000).

May this success be yours! Remember, reaching the level of an exceptional food truck owner starts with a comprehensive business plan, relentless dedication, and always keeping an ear to the ground for the preferences of your clientele.