When considering what makes a food truck a hit, you’d probably think that the quality of the food would be the #1 factor for food truck success. If not that, then surely it must be the customer service?
After owning a food truck and working for 10 years in the food industry, I have come to realize that location is the top factor for food truck success.
Here’s an example: I spent years as a manager at Wendy’s, and I had covered shifts at one specific store that was the busiest in our district by far (they made a million dollars more per year than the next busiest store at the time). The funny thing was that this store hadn’t always been this busy, and a few years prior, they would be considered average in terms of sales.
Then, they moved locations and had a new Wendy’s built right across the street from the old one. Yes, the new one was updated and had new amenities, but the success came from the prominent new location that was more visible and more accessible, despite being only 200 feet away from where the original location was.
So, with the same exact menu and same exact staff, this Wendy’s started making thousands of dollars more per day.
This same concept can and should be applied to your food truck business – find a location that is both visible and accessible to people so that your food truck can be seen and visited more easily.
Think of it this way: a food truck serving the best food in the world still would likely struggle to be profitable if they’re in the middle of the woods with only a dirt road to access it.
Meanwhile, a food truck with mediocre food and service may be fine in the middle of a big city where convenience wins on someone’s 30-minute lunch break.
Location and Delivery Services
Many food truck owners find that, especially during cold, rainy, or snowy months that they benefit from partnering with a 3rd party delivery service (or multiple) like DoorDash, Grubhub, Uber Eats, or Postmates. This way they can continue to get orders even if customers don’t want to venture out to pick up food and wait outside in the elements.
As long as your food truck doesn’t move locations regularly or only do events, using these 3rd party platforms can be a great way to access new customers who wouldn’t have come across your food truck otherwise.
In my food truck, I saw an increase in order volume of about 20%. That being said, profits did not necessarily increase by 20%, but more like 10-12%. That is because these 3rd party services take a percentage of the overall sale as their fee. The percentage that they take depends on which tier you choose for the platform. Lower tiers come with less cost but also less visibility. The tier that will earn the most for your business will depend on your area and how well your food travels (that is up to you to decide).
One Location VS Traveling to Events
I can’t say which of these options (staying in one location or traveling to events) will bring your business the most success, as that will primarily depend on your brand and business model.
For example, if you’re someone who would want to only be open a few busy days per week for events, then the catering or event model would work best for you.
On the other hand, if you’re wanting to be consistently open in the same spot, and not have to deal with setting up or transporting the truck or trailer, then having a permanent location may work best for you. This can be a great way to build loyal customers and to take advantage of third party delivery platforms.
Keep in mind that your success will also depend on what volume you can handle. If it takes you 10-15 minutes to make an order then you won’t make nearly as much money at events compared to the food trucks that can serve hundreds of guests within an hour. Finding ways to streamline the transaction and cooking process means your line can move quickly, meaning more customers, more sales, and more tips.
I cover this topic more in-depth in this blog: Events or Permanent Spot? Which is the Most Profitable Location for Your Food Truck in 2025
“Ideal” Locations – In My Opinion
Over the past few years of working in and owning a food truck, there are a few things I’ve noticed when it comes to the most successful ones.
First: They’re always visible to lots of people passing by.
This applies to both food trucks that always stay in one permanent location, and to food trucks that travel to events. Getting a “prime spot” might come with an added cost, but a few hundred more dollars monthly in cost could result in thousands more in revenue just because being visible means getting orders.
One extra point to this is that there needs to be parking, so once people see it, they can also easily access it.
Second: They’re actually ideal ALL the time
Sure, some food truck businesses can survive off of one busy season a year, but most food trucks operate year-round, meaning that expenses will continue year-round as well. Consider what a location will be like each season of the year, and decide if your business can manage both the highs and lows.
Third: They are safe
If you are trying to find food truck success it means that you and your employees will be working a lot. You’ll want the area to be safe for you, your staff, and your food truck or trailer itself. I have witnessed seemingly “prime” locations go downhill quickly because of crime. I even know of a food truck pod that was gated at night to prevent vandalism that still had people cutting the electrical cords through the fence.
Before landing on a location for your food truck make sure that it is a place where you can feel safe and secure at all times.
The Bottom Line for Food Truck Success:
In the food truck business, success is not solely determined by the quality of food or customer service. Instead, location plays a pivotal role in driving traffic and building a loyal customer base. Whether you choose to set up in a permanent spot or travel to events, the visibility, accessibility, and safety of your location will significantly impact your success. Additionally, utilizing delivery services during off-peak times can further boost your sales. Ultimately, choosing the right location, maintaining visibility, and ensuring your safety and convenience are crucial factors that can set your food truck apart from the competition and help you thrive in the industry.
