Stop Chasing Customers and Start Building a Crowd
I’ve seen it a hundred times across Brisbane. A new food truck launches with a flashy wrap and a great burger. For the first two weeks, they’re the talk of the town at the Milton Markets or down at Felons. Then, the novelty wears off. Suddenly, the owner is sitting in a quiet suburban street or a dead industrial park, checking their watch and wondering where everyone went.
Running a food truck is hard work. You’re the chef, the driver, the cleaner, and the accountant. You don’t have time to mess around with complex marketing theories. You need to know one thing: how do I make sure people show up wherever I park?
The secret isn't a better logo. It’s building a following of regulars who will drive 20 minutes across the Gateway Bridge just because you’re serving their favourite taco.
Here is how you turn a random passerby into a lifelong fan and keep your business profitable in 2024 and beyond.
The "Local Legend" Strategy
Most food truck owners think they are in the mobile food business. They aren't. They are in the convenience and community business. If people just wanted food, they’d go to the Macca’s drive-thru. They come to you for the vibe, the specialty, and the connection.
I recently spoke with a guy running a smoked meat truck near Chermside. He was struggling because he moved locations every single day. Nobody knew where he was. We changed his strategy to "The Thursday Regular." Every Thursday, he parked in the same spot. Within six weeks, he had a line around the block before he even opened the window. People didn't have to check Facebook; they just knew Thursday was BBQ day.
Predictability breeds profit. If you want to turn your food truck into a local legend, you need to stop being a ghost. Pick your "anchor" spots and stick to them like glue.
Trends That Are Actually Making Money Right Now
Forget what the "influencers" are saying. Here is what is actually working for Brisbane food trucks right now to put more cash in the bank.
1. The "Limited Drop" Menu
Instead of having 15 items on your menu (which kills your prep time and increases waste), move to a tight core menu with one "insane" weekly special.When you announce a "Limited Edition Truffle Brisket Burger" available only on Friday night in North Lakes, you create urgency. People don't think "maybe I'll go"; they think "I have to go before they sell out." This is the fastest way to sell out your new menu and ensure you aren't throwing away expensive ingredients at the end of the night.
2. Digital "Breadcrumbs"
Google likes it when you are active, but your customers care more about your location. If you aren't posting your weekly schedule as a pinned post on your social pages every Sunday night, you are losing money. Period.I’ve seen trucks lose thousands in sales because a hungry customer couldn't find their location within two clicks on a phone. Make it stupidly easy for them to find you.
3. The Corporate Pivot
While street service is great for branding, the real money—the consistent, high-margin money—is in private events. I’m talking weddings, 21st birthdays, and corporate lunches in the city.If you want to scale, you should be actively looking for ways to land high-paying corporate catering contracts. One Tuesday lunch for a tech firm in Fortitude Valley can be worth three nights of standing in the rain at a festival. It’s guaranteed money with zero food waste.
What’s a Waste of Your Time and Money?
I’m going to be blunt because I don't want to see you waste your hard-earned cash.
Expensive Radio Ads: Unless you are a massive franchise, don't bother. It’s too broad and too expensive. Fancy Website Features: You don't need a site with animations and music. You need a site that works on phones, shows your menu clearly, and has a big button that says "Where are we today?" Buying Followers: Having 10,000 followers in Russia doesn't help you sell a single kebab in Coorparoo. Focus on the 500 local people who actually eat your food.
How Long Until You See Results?
Marketing isn't a light switch; it’s a fire. You have to build it.
Weeks 1-4: You’ll start seeing familiar faces. This is where you focus on names and preferences. "The usual, Gaz?" is the most powerful marketing phrase in the world. Months 3-6: Your "anchor" locations should be consistently busy. You’ll stop worrying about whether you’ll make rent and start worrying about if you need a bigger fryer. 1 Year+: You have a brand. People wear your t-shirts. You can launch a second truck or a physical shopfront with a built-in audience ready to go.
Your Action Plan for This Week
If you want to grow your following and stop stressing about the till, do these three things right now:
1. Lock in your Schedule: Pick 3 spots you will be at every single week for the next three months. No excuses. 2. Capture the Crowd: Get a simple sign on your counter with a QR code. Don't just ask them to follow you—ask them to join a "VIP SMS List" so you can text them when you're in their neighbourhood. A text message gets read 10x more than a Facebook post. 3. Ask for the Review: When someone tells you the food is amazing, don't just say thanks. Say, "That means a lot, mate. Would you mind putting that on Google? It really helps us out." Most people are happy to help a local business if you just ask.
The Bottom Line
Building a food truck following in Brisbane isn't about being a marketing genius. It’s about being reliable, being local, and making people feel like they’re part of your club.
It takes work, and it won't happen overnight. But if you stop chasing every shiny new trend and focus on the people standing right in front of your service window, you’ll build a business that lasts.
Need help getting more people to your window? At Local Marketing Group, we help Brisbane businesses get found by local customers who are ready to buy. Let’s get your truck on the map.