The Reality of the Brisbane Food Truck Scene
You’ve seen it before. One food truck parks at a local brewery in Newstead or a market in Milton, and within twenty minutes, they have a line twenty people deep. People are checking their phones, laughing, and waiting twenty minutes for a burger or a bowl of tacos.
Then there’s the other truck. They have a great menu, the truck looks clean, and the food smells incredible—but they’re standing there leaning on the counter, waiting for someone to walk past.
I’ve spent years working with small business owners across Brisbane, and I can tell you right now: the difference between those two trucks isn’t the quality of the salt they use or a fancy logo. It’s about building a following that actually shows up.
If you’re running a food truck, you don't have the luxury of a fixed shopfront where people walk past every day. You are a moving target. If people don't know where you are or why they should care, you’re just a van taking up space.
Here is how you stop chasing customers and start making them follow you.
1. Stop Being a Secret: The Power of "Where and When"
The biggest mistake I see food truck owners make is being unpredictable. If I’m hungry at 6:00 PM on a Tuesday in Chermside, and I remember your amazing brisket, I’m going to look for you. If I can’t find exactly where you are within thirty seconds, I’m going to Grill’d. You just lost a sale.
The "Digital Breadcrumbs" Strategy
Your followers need to know your schedule for the week ahead by Sunday night.Post a Weekly Map: Don't just type out the locations. Post a graphic or a photo of your truck at those spots. Pin Your Location: Use the "pinned post" feature on Facebook and Instagram. It should stay at the very top of your page so it’s the first thing people see. Google is Your Best Friend: Most truck owners ignore their Google Business Profile because they don't have a permanent address. Big mistake. You can set a "service area" or update your location. When someone searches "food near me," you want to pop up.
I once worked with a taco truck owner who was struggling. He was jumping between different spots every night, hoping for the best. We changed one thing: we picked three "anchor" spots (same place, same time, every week) and spent the rest of the time hunting new spots. Within a month, his "anchor" nights were his most profitable because people in those suburbs started planning their week around his visit.
2. Give People a Reason to Talk (The "Hero" Dish)
You can’t be everything to everyone. If your menu has 20 items, you’re slowing down your service and confusing your customers. Every legendary food truck in Brisbane has "that one thing" people talk about.
Think about the best trucks you know. You don't say "let's go to that Greek truck," you say "let's go get those honey puffs."
When you launch something new, you need to make a fuss about it. If you want to sell out your new menu and actually see a bump in your bank balance, you need to treat the launch like an event. Give it a name, take a great photo of it, and tell people it’s limited. FOMO (fear of missing out) is a powerful tool for a food truck.
3. The Power of the Crowd: Reviews and Social Proof
People are like sheep—and in the food business, that’s a good thing. If I see a crowd, I assume the food is good. If I see five-star reviews online, I’m willing to drive across the Gateway Bridge to find you.
Most business owners are too shy to ask for reviews. They think it’s pushy. But here’s the truth: your happy customers want to help you, they just forget.
The QR Code Trick: Put a small sign on your service window with a QR code that goes straight to your Google review page. The Incentive: "Show us your review and get a free can of drink or a side of dipping sauce." It costs you 50 cents, but that review is worth hundreds of dollars in future sales.
If you want a line around the block, you need to get more 5-star reviews consistently. It builds trust faster than any expensive ad ever could.
4. Chase the Big Fish: Corporate and Private Gigs
Selling $15 burgers one by one at a festival is hard work. You’re at the mercy of the weather, the event organiser, and the other ten trucks parked next to you.
If you want to stabilise your income, you need to get into the catering game. I’m talking about weddings, 21st birthdays, and corporate lunches at office parks in places like Eagle Farm or North Lakes.
One corporate gig can be worth 3-4 nights of street service, and the best part? You know exactly how much food to prep, so there’s zero waste. To make this work, you need a dedicated "Catering" page on your website. Don't make people email you for a quote—give them three clear packages (e.g., $20 per head, $30 per head, $40 per head).
Learning how to land high-paying corporate catering contracts is the fastest way to stop worrying about whether it’s going to rain on Friday night.
5. Build a Database (Yes, Really)
Social media is great, but you don't own it. If Zuckerberg decides to change the rules tomorrow, your 5,000 followers might never see your posts again.
You need a way to reach your customers directly.
The Birthday Club: Ask people to join your "VIP Club" for a free treat on their birthday. SMS Alerts: Imagine it’s a slow Tuesday. You send a text to 300 local fans saying: "We're at the Morningside AFL club tonight! Show this text for 10% off." You’ll have a queue in fifteen minutes.
It sounds high-tech, but it’s not. It’s just a spreadsheet or a simple app. It’s about owning the relationship with the person who buys your food.
6. Stop Wasting Money on These 3 Things
I’ve seen food truck owners burn through cash on things that don't move the needle. If you're on a budget, avoid these:
1. Expensive Glossy Flyers: Most people throw them in the bin before they even get to their car. Unless you’re putting them in the letterboxes of the exact street you’re parking on that night, save your money. 2. Generic Radio Ads: "Come down to the markets this weekend!" is too broad. You’re paying to reach people in Ipswich when you’re parked in Redcliffe. 3. Buying Followers: Having 10,000 followers from overseas does nothing for your bank account. I’d rather see a truck with 200 local followers who actually buy dinner.
7. The "Vibe" Matters More Than You Think
Your truck is a stage. If you look bored, your staff looks miserable, and there’s no music playing, people will keep walking.
Put some lights up. Play some upbeat music (not too loud, you still need to hear orders). Talk to your customers. Call them by name if you recognize them. In the food truck world, you aren't just selling a meal; you’re selling a break from their day. People come back to people they like.
How Long Until You See Results?
If you start posting your schedule consistently and asking for reviews today, you’ll see a difference in 2 to 4 weeks.
If you start targeting corporate gigs, it might take 2 to 3 months to see those bookings roll in, but when they do, your profit margins will thank you.
Building a loyal following isn't about one "viral" post. It’s about being reliable, being visible, and being the truck that people feel like they know*.
What Should You Do First?
Don't try to do all of this at once. You’re busy enough as it is.
1. Fix your Google Profile: Make sure your phone number and website are correct. 2. Print a QR code for reviews: Stick it on your window tomorrow. 3. Post your schedule: Every Sunday night, without fail.
Running a food truck is a grind. I know the 14-hour days, the prep work, and the stress of a generator failing at 7:00 PM. But when you have a crowd of people waiting for you because they love what you do, it makes the hustle worth it.
If you’re struggling to get the word out or you’re tired of being the best-kept secret in Brisbane, we can help. At Local Marketing Group, we specialise in helping local businesses get more phone calls and more customers without the fluff.
Ready to grow? Contact us at Local Marketing Group and let’s get your truck the crowd it deserves.