What I Want To Be When I Grow Up
Pin ItVideo of Zach at 4 "what I want to be When I Grow Up" Read more
Pin It
Pin ItVideo of Zach at 4 "what I want to be When I Grow Up" Read more
Pin ItWith every great business plan there is a great exit strategy. Our decision to sell the Crave Truck was difficult for many reasons. The hardest part is letting go of the hard-earned relationships we have built with our customers both in the social media and at the window. The accountant calls this "goodwill" and it is a slippery entity that we do not take lightly.

Pin ItI wasn't raised in a family that told me life was fair. Maybe it's just the idealism of my age. Maybe it's because I was raised to believe that I can achieve anything with hard work. I dunno. Lately, maybe I'm just tired of spinning my wheels.
I expected the hurdles of starting-up a business. I didn't expect constant roadblocks to stay in business. I'm not alone. Food Trucks in Chicago
can now cook on-board their vehicles, but they are severely limited in the means to actually capture customers and just recoup their expenses. After learning to navigate my own city meetings, I joined my fellow foodtruckers in the Chicago hearings.
I didn't expect to find the massive comradery among Chicago Food Trucks, but I felt honored to stand with them and be included.
Here in Champaign, I have cultivated a following. We offer a fantastic product that isn't even available in any restaurant in town. It is labor-intensive to make, because an authentic Belgian Liege waffle is made from a yeast dough and not a batter. This means we make dough beforehand to proof everytime we go out. Like a restaurant, we reinvest in product and payroll daily.
Unlike restaurants, our food truck is out in the elements. When it is raining, there are little to no customers. When it is ridiculously hot, there are little to no customers. When it is blistering cold and snowing, there are little to no customers. We drive around in a metal box. This past summer, we've had employees suffer from heat exhaustion because temperatures in the truck have exceed 120 degrees fahrenheit. I knew this when I planned to start a food truck.
What I didn't expect was the need to change my business model: Food Trucks ultimately go where the people are.
Food Trucks are not the same business model as food carts which are stationary businesses where the people need to come to where they are.
Last Spring, the rules changed. Or rather the city clerk of Champaign went from saying "park anywhere you can legally park a car (staying only as long as you have a line)" to "you are no longer allowed on city streets PERIOD "and oh yeah, your license renewal will increase 6 fold if you choose to stay in business. Our friends and followers were marvelous! They blew up Twitter and landed us on the evening news. Then the politics began:
http://cvp.telvue.com/player?id=T01169&video=59994&mini=1
The city of Champaign quickly moved to quell public sentiment by implementing a pilot program. http://ci.champaign.il.us/cms/wp-content/uploads/2012/05/Mobile-Food-Truck-Pilot-Project-Details-and-Application.pdf The city supports food trucks and welcomes them to park in designated areas in 2 hr intervals. The reasoning I imagine for limiting the hours is to accommodate the great number of food trucks in the future.
Unfortunately for us, there has not been enough foot traffic this summer in these designated spots to maintain the business. Undoubtedly brick and mortar restaurants have seen a decline in their sales from same-time last year as well.
We have been able to stay in business by making catering events our bread and butter. We have attended local municipality events, apartment building parties, company picnics, and private home events. We are a certified mobile kitchen and that makes sense for us to go where we are invited. However, lately our friends and followers are wondering where have we been hiding. To all those who love the Crave Truck we say Catch Us When You Can because you never know when you will see us next time.