Food Truck Business Plan in the UK

This is a business plan for a food truck named Hasty Tasty Food Truck, located in London, UK. The food truck will serve sandwiches, hamburgers, French fries, and tacos to customers aged 19-35. The business aims to have a competitive advantage over other food trucks by offering lower prices. Advertising will be done through social media and flyers, and sales tactics will include upselling and turning customers into promoters. The business is expected to become successful within the next three years.

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Food Truck Business Plan in the UK
Student’s Name
Institutional Affiliation
Course Name and Number
Instructor’s Name
Assignment Due Date

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Executive Summary
A food truck is a large motorized vehicle that works the same way as a van. The food
truck sells, serves, prepares, and cooks food. Hasty Tasty Food Truck will be located in London
in the United Kingdom, and the exact location will differ depending on the events and activities
being conducted in the city. The most common foods that the food truck will make are
sandwiches, hamburgers, French fries, and tacos. The customers expected will be between the
ages 19 and 35 years, and they are explorative and spend more time interacting with their friends
and other people. The business will be at a competitive advantage over other food trucks like
Scotties Coffee Van, Luardos, Kappacasein, The Veggie Table, and Small Batch Coffee since its
process will be lower than that of its competitors. Its advertising method involves using social
media and flyers, while its sales tactics will involve upselling and changing the existing
customers into promoters. Hasty Tasty Food Truck Business is expected to become successful in
the next three years since it will register more profits than losses.
Contents
Executive Summary.....................................................................................................................................2

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Introduction................................................................................................................................................. 4
Company Description..................................................................................................................................5
Business Overview...................................................................................................................................5
A brief explanation of the product(s) or service(s) offered......................................................................5
Vision....................................................................................................................................................... 6
Mission.................................................................................................................................................... 6
Objectives................................................................................................................................................ 6
Unique Benefits or Value Proposition......................................................................................................7
Intellectual Property................................................................................................................................7
Opportunities, Analysis, Research and Marketing Plan...............................................................................8
Customers................................................................................................................................................ 8
Market Size and Trends............................................................................................................................8
Competition and competitive Edges........................................................................................................9
Estimated market share and sales...........................................................................................................9
Overall marketing strategy.....................................................................................................................10
Pricing.................................................................................................................................................... 11
Sales tactics...........................................................................................................................................11
Advertising and Promotion....................................................................................................................12
Distribution............................................................................................................................................ 12
Management Team, Company Operations and Structure..........................................................................13
Organizational Chart..............................................................................................................................13
Role of Team Members..........................................................................................................................13
Skills, qualifications, training needs, and effects that are used for the best interests of the business...14
The Financial Plan......................................................................................................................................14
Budget Overview...................................................................................................................................14
Balance Sheet........................................................................................................................................16
References................................................................................................................................................. 18

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Food Truck Business Plan in the UK
Introduction
A food truck is a large motorized vehicle similar to a van that is filled with equipment to
sell, serve, prepare and cook food. A good example of a food truck is an ice cream truck, it has
prepackaged and sold frozen foods. The most common foods prepared in the food trucks are
French fries, hamburgers, and sandwiches. Street food has been trending in the United Kingdom,
and food companies have been part of the trend by feeding the people's growing desire for artisan
foods. The future of food trucks and mobile catering startups is bright because the industry is a
mobile, flexible, and affordable entry (Koay et al., 2023). Besides, the business has some risks
since a lack of research, planning, and dedication could kick the company out.
Most people prefer eating in food truckles to traditional restaurants since it creates a
whole new experience. The food trucks have been linked to the preparation of new and unique
foods that are very delicious. The operation of the food trucks is also fast, and time wastage is
minimized (Loh & Hassan, 2021). Nevertheless, the costs of starting a food truck business are
relatively low. The operational costs are also low because when one invests in the kitchen
utensils, paying the employees, and the property rent, he can easily start the business without
much expense.
The food trucks are also safer and provide healthier foods to the customers when
compared to alternative street foods. People worldwide have become health conscious, and food
trucks assure that they are eating healthy and safe food (Shin et al., 2019). Food trucks allow
people to expand their brand since they can move it from one place to the other around a nation
and from one city to another, making it famous and attracting more customers from different
places.

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Company Description
Business Overview
Hasty Tasty Food Truck is a new food truck in London in the United Kingdom. Hasty
Tasty Food Truck will be located in London to give it exposure. Since the city is highly
populated, the business is expected to attract many people and get lots of exposure from society
(Okumus et al., 2019). The business has a management team responsible for the activities within
the community. The menu will comprise popular food options made with the utmost uniqueness
and creativity that the two chefs in the facility can offer. The two chefs are highly trained and
have been proven to be consistent in making the favourite foods the British people like using an
eclectic style (Garcia-Garcia et al., 2019). The food truck business will also be exposed to
competition from other food trucks operating in London and other cities. It will employ
creativity and impressive marketing tactics to gain a more competitive advantage.
A brief explanation of the product(s) or service(s) offered
Some of the most common foods offered by Hasty Tasty Food Truck include
 Burgers
 Assorted non-alcoholic beverages
 Paninis and sandwiches
 Tacos
 Burgers
Vision
The business’s vision is to improve comfort and happiness within society and among its
customers. The company's management is made up of highly competent people who have been
in the food industry for the last 20 years and have experience in how this sector works. They are
expected to work with devotion and hard work and provide high-quality services to the

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customers so as to retain the existing customers and attract new ones. The food truck business in
the United Kingdom has an excellent reputation within the community, and the company's vision
aims to offer electable and service food throughout London and beyond.
Mission
Hasty Tasty has a mission: to provide authentic and high-quality food to the community
in an affordable and convenient way to improve the quality of life the customers have. The
company understands that the people in London are not the British alone but people from all
walks of life. It aims at ensuring that people from different backgrounds get access to the food
offered, and this will only be achieved when the company hires high-quality workers who
understand the customers and the needs that they may have.
Objectives
The food truck has several objectives. The first is to satisfy the need for food among the
people in London. The main aim of the business is to ensure that its working employees spend
less time during their lunch break and the food truck’s workers spend the least time prepare g
meals. The customers' needs will also be met since the food bought from the food trucks will be
at a lower cost than the meals bought at restaurants (Garcia-Garcia et al., 2019). People prefer
not to purchase fast foods due to the high content of sugar and fats responsible for increasing the
cholesterol level in the body. High cholesterol levels in the body could make someone get
diabetes and become overweight. Currently, people are educated on nutritious and healthy foods,
and most of them prefer eating freshly cooked, good-quality food served quickly to save time.
Hasty Tasty Food Truck Business will satisfy all these needs. The business; location is in one of
the busiest cities in the UK, and it will meet the diverse clients’ needs (Koay et al., 2023). It will
also work on a rotating schedule whereby at some point, it will be in the places where people

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will be having picnics and need to take light meals or assorted non-alcoholic drinks. The
objectives above will give the business a steady income on the weekends and weekdays.
Unique Benefits or Value Proposition
The food truck has several unique benefits of the value proposition. It supplies the clients
with freshly cooked and healthy foods efficiently and quickly. This will be great for clients
watching their cholesterol levels and for people with less time to go to restaurants or cook at
home. At times, the city is closed on weekdays and holidays after the offices have been closed,
and the food truck will move to crowded places in London, such as the park (Koay et al., 2023).
The manager explores the needs the people have and adds the menu based on the new items that
are required. The business aims to offer office employees who are always busy affordable and
easier ways of eating in the city; due to the high food prices, the food truck business will offer
better alternatives to the employees working on a strict budget.
Intellectual Property
Hasty Tasty Food Truck Business protects its intellectual property. It has a well-crafted
strategy to protect its intellectual property, maximising the business's potential. The business has
placed more changes in generating revenue streams and securing a competitive advantage. The
business advocates for creativity and uniqueness in its activities and takes the ideas given by its
employees very seriously. The company protects intellectual property to avoid and mitigate the
relevant risks. The intellectual property is used for the benefit of the business and to improve its
interactions with the customers.
Opportunities, Analysis, Research and Marketing plan
Customers
The customers stay, work, and shop in the city within a radius of 15 miles. The food truck
in these locations will be on a rotating schedule around different places in London to improve the

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demand and traffic for food. The customer is expected to be people between the ages of 19 and
35, and they will make up about 85% of the revenue.
The company will offer low prices for its foods to retain its customers. People between
19 and 35 are categorized as youths and love exploring as they interact with their friends. People
at this age will be more likely to become our customers due to high-quality services and food
offerings that are attractive to them, such as tacos, hamburgers and even French fries and pizza.
Market Size and Trends
Approximately 2.5 billion street food enthusiasts have been globally, and they indulge in
meals prepared daily since the street food sector has flourished (López-Avilés et al., 2019). The
street vendors like food carts, booths, and market stalls have been offering a delicious quick bite
for the customers. The street food van or the food truck has been a vendor that has caught the
eyes of many in the last 10 years (López-Avilés et al., 2019). In the United Kingdom, there are
more than 7000 units serving food at the market’s stadiums and festivals, and there has been a
continuous growth of 20% annually (López-Avilés et al., 2019). Recently, the appetite for food
trucks has extended beyond recreational events, and it caters for office workers at business
estates around the nation. The food trucks in the United Kingdom have been winning over other
traditional restaurants and classic supermarkets, and 64% of the customers are willing to satisfy
the customers.
Competition and competitive edges
The company is prone to infections. The company’s main competitors are Scotties Coffee
Van, Luardos, Kappacasein, The Veggie Table, and Small Batch Coffee (López-Avilés et al.,
2019). Hasty Tasty Food Truck Business uses a combination of locally sourced ingredients and
ingredients grown in a privately-owned organic garden. The ingredients being used give the

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business a competitive advantage over the others. It will also use better marketing and sales
tactics to attract more customers. The prices of the foods offered will be relatively lower, and
during the first three weeks of the company, the food truck will give the customers food at a
discount. Some of the foods, like tacos, will be sold for lower prices, and when the customers
buy more than 2 plates, they will be provided with a third one as a discount.
Estimated market share and sales
The food truck business was valued at 13.4 million pounds and is expected to grow to 35
million pounds in the next five years. The CAGR to be registered is 6.5% in its revenue during
the forecast period(Koay et al., 2023). The COVID-19 pandemic hampered the activities of the
food truck business in the United Kingdom, China, and the United States of America, whereby
people were urged not to purchase food from other places to prevent the spread of the virus.
Several nations saw growth in food services as the restrictions normalized, and the United
Kingdom witnessed growth in the market during the forecast period.
In the medium term, there was a rise in the number of quick service restaurants (QSR)
globally, increasing the demand for food trucks in the forecast period. The rise in the cost of land
rent to run a restaurant increased the popularity of food trucks in the UK (Koay et al., 2023). The
high consumer trend towards fast food and beverages enhances the demand for food trucks.
Rapid urbanization and the rise of women in the working population in the UK also created an
opportunity for food trucks.
Overall marketing strategy
Hasty Tasty Food Truck will use a particular marketing strategy. The marketing methods
include flyers, social media, word of mouth and coupons. The marketing strategy used by the
company is leveraging its relationship with local food vendors to grow its initial customer base

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(Garcia-Garcia et al., 2019). Hasty Tasty will partner with the local food industries and attend
public events to offer promotional discounts and samples. Most of the new customers will be
referrals from existing customers, and it will be mainly through word of mouth.
The food truck business also plans to reach existing and new customers through
flyers and social media. The prices will be lower compared to the direct competitors, and it will
provide large portions as it maintains profitability. The prices will be lower since it sources the
ingredients from the privately-owned garden and fosters the existing relationship with the local
farmers’ markets.
The 4 Ps of marketing will be applicable in the food truck business, including product,
price, place and promotion. The products, in this case, are the foods that Hasty Tasty Food Truck
will make, including hamburgers, tacos, French fries and assorted non-alcoholic beverages. The
price will range from 200 pounds to 1500 pounds, slightly lower than that of its competitors. It
will be located in London City, but the exact location will differ depending on the activities
within the city. The promotion activities will be based on making the products better for the
customers and offering discounts and free samples to the customers.
Pricing
The food truck will work to increase the customer base and generate awareness about the
business. It will reach a projected amount of roughly 100 000 pounds in annual sales by the end
of the first 12 months. By the end of the third year, the annual sales are expected to be 212 000
pounds. The food's price will be lower to attract more customers, the quality of the food prepared
will be high, and it will have a unique taste.

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Sales tactics
The food truck business will use several sales tactics. The first is turning its existing
customers to become promoters. The existing customers will be the business’s prominent
advocates. The business will treat them well by making unique and tasty food for them to turn
the new customers into existing ones. When the customers visit the food truck, the employees
will try to recognize them, know their previous orders, the reviews they gave, and how working
with them made them feel. This method will be applicable in recommending new dishes to them,
and these actions make them feel valued and needed. The restaurants create more sales through
the regulars compared to the new customers, showing that it should focus on customer retention.
The other sales tactic that it will use is upselling. No matter how great the business 9s is
doing, there are chances that more sales should be made. Upselling is the easiest way to increase
sales, and it is a tactic aimed at convincing customers to upgrade their current purchases and buy
more food. Upselling will help the food truck business to boost its profit. The staff in the food
truck have to be well trained, and they must have a good rapport with the customers for the sales
to increase. They can give the customers free food samples to increase sales and increase the
chances of ordering extra food.
Advertising and promotion
The advertising and promoting technique to be used will be a partnership. The food
truck's partnership with other companies like McDonald’s UK will help in giving the company
more popularity and even leverage its customer base. The partnership will be a way of
advertising its products since McDonald’s is an established company, and selling some of its
food in the truck alongside its foods will attract more customers. The age group expected to be
part of the customer base are very active on social media, and the company will advertise its
services and products on social media (Li et al., 2021). It will create a page on apps like

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Facebook and Instagram, and this can be made viral to reach out to more people. The company
can also hire influencers who will make challenges on TikTok using the food truck business, and
this will reach out to more people. The company will offer discounts and samples and even hand
the customers coupons as they purchase the food. As the customers purchase the food, they will
be given flyers that advertise the business in the high-traffic areas in the first few months of
operation. It will also use other platforms, such as being part of events and holding contests to
attract more customers. It will hold events and bring in the most renowned musicians like Elton
John, Adele, and Sting, among others, to grace these events, and their presence will attract more
people and make the business known.
Distribution
Hasty Tasty Food Truck Business’s distribution point will be in the food truck, which
will be located at different locations throughout London to meet the demands of the customers;
The food truck will be located in parks and places they have events to attract more customers
from these places. If the demand outpaces the supply of the food offered, a second food truck
will be opened in a different location within London. The distribution channel to be used
involves a direct channel, and the main distribution channel is from the manufacturer responsible
for making food. The food truck has no channel partners, and it will employ a pull strategy that
will ensure that the customers seek the food they need and purchase them. This is necessary for
the food trucks since the constant movement from place to place means that the business’s loyal
customers seek the truck’s location. The food truck will employ a very strong social media
presence to keep the consumers updated on their whereabouts.
Management Team, Company Operations and Structure
Organizational Chart

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Role of Team Members
The team members play several roles. The food service director plays the role of
preparing and serving all meals. The food service director manages the production of food and
the delivery system, and this includes looking at the purchases being made and the inventory of
supplies and food. Contrarily, the food truck manager drives the truck and runs services to ensure
that all the employees follow the in-house procedures and policies and they meet all the safety
and health requirements and procedures. The assistant director helps the director to oversee the
activities being done in Hasty Tasty Food Services.
The executive chef oversees the kitchen staff and ensures that the quality of food being
cooked is high. He is also responsible for hiring and training to cook the food, expedite orders in
maintaining a steady flow of dishes and even create dishes that they will add to the menu. On the
other hand, the line cook prepares food and ensures the servers deliver each dish to the customers
correctly and in a timely way. The purchasing clerk compiles a list of materials to be bought and
Food service
director
Assistant
director
food truck
manager
Executive
chef
Assistance
manager
Line cook Purchasing
clerk Dish washing
manager Custodian

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keeps track of the supplies and purchases being made. The dishwashing manager oversees how
the dishes are cleaned and ensure that hygiene within the healthcare sector is upheld. The
custodians keep the food truck neat and clean and in a safe manner to meet the standards placed.
Skills, qualifications, training needs, and effects that are used for the
best interests of the business
The team has several qualifications, skills, and different needs that are applied for the
best interests of the business. The employees who are to be hired must be highly competent to
participate in their roles effectively. They will require skills that will help in improving the
quality of life and attracting more customers as well as retaining the existing ones. They will be
trained on Hasty Tasty’s mission, vision, and objectives, and this will guide them on the
expectations the facility has towards them and their role in achieving these objectives.
The Financial Plan
Budget Overview
Year 1 Budget Year 2 Budget % Change
Total Income 130 000 pounds £ 212 000 86%
Total Expenses £ 49 000 £ 53 700 10%
Net Income £ 81000 £ 158 300 95%
INCOME
Salary/wages £ 25000 £35000 40%
Interest income £800 £1000 25%
Dividends £ 515 £ 1500 34%
Reimbursements
/refunds
£ 3000 £ 5000 67%
Business £ 35000 £ 45000 29%
Pension £ 500 £ 800 60%

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Miscellaneous £ 12000 £ 15000 25%
TOTAL £ 76815 £103 000 35%
SALES AND
MARKETING
Advertising £3000 £5000 67%
Direct marketing £6000 £8000 33%
Marketing
Collateral
£800 £900 13%
Events/Tradesho
ws/Sponsorship
£700 £850 21%
Other £1000 £1500 50%
TOTAL £11500 £14750 28%
EXPENSES
Wage and
salaries
£ 35000 £45000 29%
Supplies £18000 £21000 17%
Insurance £ 11000 £ 15000 36%
Repairs and
maintenance
£ 6000 £ 7000 17%
Telephone £ 800 £900 13%
TOTAL £70800 £88900 26%
Balance Sheet

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ASSETS
Current Assets:
Cash £ 15000
Accounts Receivable 45000
Inventory 130 000
Prepaid Rent 9000
Total Current Assets: £ 199 000
Long-Term Assets
Land £145 000
Buildings and improvement 450 0000
General Equipment 120 000
Total Fixed Assets: £715 000
LIABILITIES
Current Liabilities
Accounts Payable £75 000
Taxes Payable 30 000
Salaries/Wages/Payable: 150 000
Interest Payable 25 000
Total Current Liabilities £280 000
Long Term Liabilities
Loan 1 (Being paid for a
duration of 10 years) £455 0000
Total Long-Term Liabilities £ 455 000
TOTAL LIABILITIES £735 000
OWNER’S EQUITY
Paid in capital £50 000
Retained earnings £250 000
TOTAL OWNER’S EQUITY £300 000

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TOTAL LIABILITY AND OWNER’S EQUITY £ 1 035 000
References
Garcia-Garcia, G., Stone, J., & Rahimifard, S. (2019). Opportunities for waste valorization in the
food industry–A case study with four UK food manufacturers. Journal of Cleaner Production,
211, 1339-1356. https://doi.org/10.1016/j.jclepro.2018.11.269
Koay, K. Y., Cheah, C. W., & Ganesan, N. (2023). The rise of the food truck phenomenon: an
integrated model of consumers' intentions to visit food trucks. British Food Journal.

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Okumus, B., Sönmez, S., Moore, S., Auvil, D. P., & Parks, G. D. (2019). Exploring the safety of
food truck products in a developed country. International Journal of Hospitality Management,
81, 150-158. https://doi.org/10.1016/j.ijhm.2019.02.011
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition,
conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of
Marketing Science, 49, 51-70. https://doi.org/10.1007/s11747-020-00733-3
López-Avilés, A., Veldhuis, A. J., Leach, M., & Yang, A. (2019). Sustainable energy
opportunities in localized food production and transportation: A case study of bread in the UK.
Sustainable Production and Consumption, 20, 98-116. https://doi.org/10.1016/j.spc.2019.05.004
Loh, Z., & Hassan, S. H. (2022). Consumers’ attitudes, perceived risks and perceived benefits
towards repurchase intention of food truck products. British Food Journal, 124(4), 1314-1332.
https://doi.org/10.1108/BFJ-03-2021-0216
Shin, Y. H., Kim, H., & Severt, K. (2019). Consumer values and service quality perceptions of
food truck experiences. International Journal of Hospitality Management, 79, 11-20.
https://doi.org/10.1016/j.ijhm.2018.12.008