Business Lunch: Food Truck Consulting

4 10 2011

Find an obstacle, create a way to lower the barriers to entry. That’s what Matt Cohen of Off the Grid did. Originally wanting to start a food truck business serving the ramen noodle dishes he learned to prepare in Japan, he encountered obstacles when trying to obtain permits to operate his business. Like many cities trying to engage in and regulate the food truck revolution, he ran into city bureaucracy that made it more difficult for him to move forward. Instead, he built a for-profit food truck business that supports a rapidly expanding network of about 100 mobile food vendors at weekly events around the Bay Area.

Reshaping the way food trucks operate, Off the Grid is a soup-to-nuts, vertically integrated operation, assisting mobile food vendors with everything from location scouting to social media tricks to truck aesthetics. His consulting arm has even won the hearts of the city as his clients receive expedited permits. Off the Grid also works with the local Parks Department to open spaces for food truck events, creating even more business for its clients.

In Seattle, operating a food truck business is just as tough. However, this year the Seattle City Council recently voted in favor of new rules, which allow food trucks to sell beyond private lots. For a breakdown of these new, more relaxed, regulations, see this Seattle Times article. Prior to this new regulation, I also wrote about food truck business models.

Time and time again, we’re confronted with obstacles that challenge our vision or progression forward with an idea. The real challenge is possibly refocusing and changing direction. Sometimes the obstacle itself may present an unmet need, as it did with Mr. Cohen. While it may be frustrating to shift gears, the process of thinking through alternatives might highlight a profitable avenue for both you and your customers. It may just become your win-win cash cow.

Photo courtesy of Off the Grid.

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