If you have been to a local brewery within the past few years, you may have noticed something a little unexpected during your visit. It might have been colorful, or had a funny name, but it definitely smelled delicious. It was a food truck parked either in front of or in a breweries parking lot offering up appetizing options. Breweries and food trucks are developing a mutualistic relationship that both can benefit from in terms of brand awareness and increased sales.
The numbers for 2018 aren’t in yet, but the growth for breweries in 2017 was strong. The Brewers Association reported an increase of 6,000 breweries in 2017. While the food truck industry is experiencing revenue growth of over 300% in the last three years. Across the United States of America, these two incredibly fast-growing industries are partnering up to boost business for each other. The food truck of today isn’t some shady taco truck hanging out on the corner of the street, that might have been the cause of your food poisoning that one time. These are trucks with themes, curated menus, and devoted owners and staff. Basically, a restaurant operation on wheels!
Breweries are notoriously expensive to get started. Opening your own brewery can range from $100,000 to upwards of $1 million, and once that is all paid for some brewers just don’t have room in the budget to include a full kitchen, food, and the staff to man it. This is where the food truck industry comes in. These portable kitchens are a match made in heaven for a brewery. They offer a product that helps to keep customers on the premises longer, while at the same time not being in competition with the brewery.
Breweries and Food Trucks: A Symbiotic Relationship
Breweries and food trucks aren’t offering the same things, so customers don’t have to choose one over the other. Breweries draw crowds that a food truck can take advantage of, and having a food truck, is just one more experience that a brewery can offer their customer to set them apart from the crowd. Many breweries have even developed a rotating schedule that they post weekly to let customers know what trucks will be available.
Food trucks also come with their own social media following that eagerly waits for them to post their scheduled stops for the week. This is a customer base that they can bring to the brewery and encourage to try the brews. On the very same note, a brewery can have a set of truly devoted customers who wouldn’t think to try food from a Korean BBQ fusion truck, until it was placed right in front of them.
Shared Target Audiences Between Breweries and Food Trucks
It seems that the same customer that is drawn to a brewery, is also drawn to food being served out of a truck. The food truck experience capitalizes on a sense of adventure. It is new food in a different place every night. There is also a level of exclusivity that comes with only being able to serve a limited number of customers and food that can only be found at that particular truck.
Customers also enjoy the personal attention and interaction that occurs at breweries and food trucks. Owners and chefs tend to be more accessible at these businesses and customers enjoy talking about the drinks and food and learning about the processes required to make the food. This works great with breweries that have an outdoor area because the truck is right there!
Curating the Right Menu
Another benefit to food trucks is their easily customizable menu. They can adjust the menu to parallel the craft beer or wine being offered by the brewery. Trucks are seeing success using beers from the brewery to concoct beer infused burgers, or by offering pretzels created to complement the drinking process. If a food truck can create something specific to that brewery that they can sell when the truck isn’t there, such as a special drinking pretzel, even better. Breweries and food trucks can both share in the profits even if the truck isn’t on the premises.
Brewery-goers tend to want salt, bread, meat, and the occasional veggie mixed in. When pairing up with a brewery, a food truck needs to consider their audience when creating the menu. An all veggie menu is probably not going to sell as well as something with meat and bread.
Both breweries and food trucks have seen incredible growth over the past few years with no sign of slowing down. By pairing together, they can help ensure the success of both businesses.
Do you have a favorite brewery and food truck combo? Or has your business paired with a food truck or brewery before? Let us know in the comments below!