Part One - Do You Have What It Takes
You Want It? Earn It.
Here’s the thing about America that never gets old: you can start with nothing but an idea and guts… and build something unforgettable.
But look; I’m not going to sugarcoat this: for every food truck that launches to the moon, nine crash and burn.
Why?
Because people fall in love with the dream, but not the process. They want the line around the block without earning the reputation. They want the brand before the bruises. People want success without the sacrifice. But the only way to get that success is with endurance and smarts...
And that is a product of the mindset.
So, before you go dropping cash on a truck, a logo, or your fancy fusion menu… we’re going to pose the most important question in this whole journey:
Do you have what it takes to run a food truck business?
This post isn’t about crushing your dreams. It’s about gut-checking them. If you’re chasing sunshine, weekends off, and viral fame—just take a hard pass. But if you’ve got gumption, there’s a plot of land waiting for you to make the grass greener.
Before the Permits, It Starts With You
This is just Part One of a full series, but we’re not starting with equipment or checklists. We’re starting with you. Because your mindset is the engine of this thing. Success begins with the individual.
You’re Not Just the Boss—You’re the Grinder Too
You think this is just about tossing tacos or flipping burgers? Or even telling others to?
Wrong. You’re running a full-scale operation out of the back of a mobile box. And likely on a skeleton crew or even solo in the beginning.
You’re also the CEO: writing strategy, balancing budgets, studying zoning laws.
Don’t forget you’re also the line cook: scrubbing grills at odd hours, restocking ice in the cold, slicing onions in the heat of summer.
If it rains? You hustle anyway.
If the event flops? You still show up for every moment like it’s game day.
If your team bails? You figure it out.
Here is the dirty secret about starting a business: no one's coming to save you.
But that’s empowering. This is freedom. The ability to make choices, to win or fail. But if you want the best chance of success, then it’s going to come wrapped in heavy layers of responsibility and the grind.
Customers & Culture: This Is a People Game—Can You Play It?
Here’s where people mess up—they focus so much on the food that they forget people are everything.
Build a Culture That Works for Your Team
Happy employees are a part of your brand. The vibe your team brings shows up in every customer interaction. Build respect. Set high standards. Celebrate hustle. Give them the autonomy—the decentralized leadership—to make decisions that uplift them and your brand. That’s a huge part of building contagious energy.
Integrate Into the Community
Stop thinking like a vendor—start thinking like a neighbor. Show up to local events, support fundraisers. Perhaps it starts as a small crowd, but one real connection can bring you 300 customers tomorrow.
Here’s a true story from our friend at How ‘Bout Burger: their truck showed up to an event that netted only 2 tickets. They didn’t mope but gave 100% of themselves. As it turned out, one of those people was so impressed they hired them to cater a wedding that started at 300 guaranteed tickets. Boom! Don’t just think of your rotations as cash cows—you have to approach it with the mind of a marketer, a publicist, a researcher, and most importantly, a friend.
Prioritize Relationships Over Revenue
The money matters—but the people bring the money. Respond to reviews. Ask for feedback. Make every touchpoint—online and in person—something customers want to return to. If you don’t have the thick skin to deal with critique, then this might not be the right job for you.
Feast or Famine—It’s Part of the Game
You will have weeks where you’re crushing it. Line down the block. Everyone tagging you on Instagram.
And then…
You’ll have weeks where it pours, nobody shows up, and your truck dreams feel like soggy fries and Tobias Fünke crying in the shower.
What separates pros from amateurs is how they handle those moments. Be honest—can you scaffold where others fall?
Slow times are great:
- Use the quiet events to test new menu items.
- Train your team when it’s slow.
- Practice showing up when it feels pointless.
Forget 9-to-5. This Is Crazy Time.
Want “balance”? Cool, keep your 9-to-5. However, the food truck life is about giving up weekends, holidays, and sometimes family time to build your freedom.
While your friends are kicking it, you might be setting up for a wedding.
When they’re at home binge-watching Netflix with their loved one, you’re serving late-night brewery crowds.
It’s sacrifice, yes. But also, freedom—earned.
The Gumption Factor
With everything said, it all comes down to this in starting your food truck business. The magic. The X-factor no one talks about: Gumption
The ability to decide what is the best thing to do in a particular situation, and to do it with energy and determination.
That’s what separates dreamers from doers.
What’s Next?
This was just the mindset piece. If you're still here—good. You passed the first test.
Here’s what’s coming up next for the “In the Food Truck Trenches” series from us at MOBLZ:
Let’s Be Real
Do you have what it takes?
If so—then we’re here for it. And over the next few weeks, we’re committed to bringing you the information required to send it.
And, while you wait for the next article to drop, check out our wisdom on: the "Do's and Dont's In Mobile Business."