Food Truck Marketing Plan Template


Running a successful food truck business largely depends on how well your marketing strategies are planned out. In other words, this has to do with having a marketing plan put together for this purpose.

Here, we have been able to provide you with a food truck marketing plan sample to follow.

This should guide you through the entire process of putting together an effective strategy that impacts your sales when implemented.

We have made this quite easy to follow and you shouldn’t encounter any major problems with writing one for your food truck business.

Mission Statement

Food On Wheels is a food truck business that specializes in trying out a variety of food concepts. These range from Filipino meals, Korean barbecue, Sisig Taco, Sauteed Pig among lots of other cuisines. It’s an ethnic fusion of meals from a variety of cultures. The major aim is to cater to the food needs of our target market.

Our specialty is influenced by the rising number of clients who are adventurous in regards to delicacies from different cultures. There’s also the rise in diversity among residents within the Jacksonville, Florida Area where we operate.

As a mobile food business, we have multiple coverage areas within the city. These target locations with the highest human traffic such as malls, airports, school campuses as well as central business districts. We intend on spreading our reach to cover more locations in the not too distant future. This will require expansion which in turn needs strategic spending.

Niche Market

As a new food truck business, we recognize the importance people attach to what they eat. People are health conscious and will only eat what they consider healthy. Due to these concerns, we have created an organic-food-only menu. This, in addition to local ingredients (preferred by a large section of the market), are included in preparing our delicacies.

Most customers want a food business located nearby or come to them. Our services are designed for this segment of the market. Our food trucks are moved to serve designated locations. These locations are mostly areas with a lot of foot traffic. To make our services more appealing, we have designed a rich menu to cater for all the food needs of our clientele.

These range from monster-sized sandwiches, tacos & burritos, cold-pressed juices, barbecued meats, and gourmet sandwiches. Others are gourmet mac & cheese, paninis, and sweet & savory crepes.


Food On Wheels serves the food needs of a diverse market. Our menu consists of barbequed meats, gourmet sandwiches, paninis, monster-sized sandwiches, tacos & burritos as well as cold-pressed juices. Our other offerings include salads, fish and chips, kebobs, hot dogs and ice cream.

Our type of service is most needed in areas with limited access to restaurants. Corporate parks are among such locations. To reach our target market, we take the pains of being available wherever there’s a demand for our food truck service.

Marketing And Promotional Strategies

Running a good marketing campaign is largely determined by how effective our marketing and promotional strategies are. We have included a series of measures through which word about our products and services will reach our target audience.

These include coupons and discounts, food blogger outreaches, monitoring our social media presence and sending out email newsletters.

Others including setting up a Yelp account, loyalty programs, and use of social media such as Instagram for promotional strategies. Let’s briefly discuss each of these.

  • Coupons And Discounts

Coupons and discounts are the rages when it comes to marketing a business. This includes food truck services. One way we’ve been able to do this is by offering free dishes to our new email newsletter subscribers. This gives them the added incentive to make the move (patronizing our business).

  • Food Blogger Outreaches

We have decided to invite food bloggers to come and sample our food truck business. This includes free meals consisting of a variety of our offerings. In turn, we politely ask if they can drop an online review of our services. The reason for this is to help our business generate online reviews and hype about our services. That way, people are encouraged to try out our service.

  • Monitoring Our Social Media Presence

These days, the social media space is vital to the growth of any business. We have recognized this and are determined to leverage on it. Our food truck business will have Twitter and Facebook accounts. Opening these accounts isn’t enough. There will be high-resolution photos of our food offerings in addition to keeping up with happenings daily.

  • Sending Out Email Newsletters

Email newsletters are most effective in bringing in repeat customers. We understand the potential here and will be deploying this measure to inform recipients about new menu items, special discounts as well as celebrating our success. However, these emails won’t be too frequent to avoid creating an unwanted situation. We will be fluctuating between monthly and quarterly email newsletters.

  • Yelp Account

Yelp has become an indispensable tool for businesses such as ours. To promote and create positive reviews for our food truck business, we will be including the following; price range of our services, high-resolution photos, and menu offerings. Others will include our typical operational hours and locations.

  • Loyalty Programs

To encourage repeat patronage and customer loyalty, we’ve developed a reward program. Customers get significant discounts as well as free purchases when they visit and patronize for a certain number of times.

  • Instagram

This falls under social media marketing. However, this platform offers huge benefits through its visual content configuration. This is where our online branding campaign will be focused on.


There is significant competition from other food truck businesses. Nevertheless, we are uniquely positioned to thrive through our menu offerings. Most of our competitors stick to traditional menus. This leaves little room for innovation. We have taken advantage of this to drive innovative services.

Marketing Goals

Currently, we aren’t operating at desirable or peak potentials. Nevertheless, sales have been quite impressive. Our major goal is to grow our current sales levels from $2,000,000.00 annually to $15, 000,000.00. This is a medium-term goal we should be able to achieve within 3 years.

Results Monitoring

The success of our marketing and promotional activities will be assessed periodically. This will help determine what strategies are most effective and which require adjustments or total changes. That way, we can keep a tight grip on our food truck marketing efforts.

This article has provided a simple and comprehensive food truck marketing plan sample you can use. Your marketing plan is the guide to creating an efficient marketing campaign. Effective marketing, in turn, translates to sales. Thus, you should be invested in following the procedures outlined here to create robust marketing goals.