April 4, 2024

Happy Thursday folks!  Welcome to the next edition!

There are a few things I would like to chat about today.  First among them is that we are close to being one year old!! April 26th will be our anniversary. Let me explain the significance of that.  60% of food trucks fail within the first two years.  AND 60% of restaurants fail within the first year!  I saw an article online that had a really good paragraph:

The food truck industry, while enticing with its prospect of culinary creativity and entrepreneurial autonomy, is far from a leisurely stroll in the park. It is fraught with obstacles and hurdles that demand grit, perseverance, and strategic acumen. Long hours, stringent health and safety regulations, fluctuating customer patterns, competition, and unpredictable weather conditions are just a few of the myriad factors that contribute to this high failure rate.  Copyright © 2024, Marketing Food Online 

There are several good points there.  But what they don’t mention is capitalization…money.  Most restaurants (and food trucks) fail because they didn’t have enough money.  There are some amazing chefs out there with big dreams.  They want to serve THEIR food in THEIR restaurant.  So, they buy a space, some tables, some kitchen equipment.  They give it a catchy name and pass a few inspections.  They open the doors anxious to see their fans and family.  And, maybe they come.  After all, there is a ‘honeymoon’ period at first.  However, once you have served your friends and your family, times get a little lean while you build a reputation with folks who do NOT know you.  Most do not plan for that stage.  If they depend on the restaurant to make them a living from the time they open the doors, most likely they will fail. 

A restaurant (or food truck) is like raising a child.  At birth (opening) this child is not ready to conquer the world.  Children need to be fed.  They need nurturing.  Whatever profits might be made in the first year need to go right back in the business.  Employees, equipment, advertising, food, paper, state and local taxes, rent, loan payments, and so much more cost money…lots of money.  Self-sacrifice for the health of the child is absolute.  Starving the child to line your own pockets will end you both.  So, plan for that.  Either have money set aside or a different source of income for at least the first year. 

After a year, a reputation should exist…a REAL reputation, not just friends, neighbors, and family.  Some actual profits should be starting.  Obstacles have been encountered and overcome, challenges surmounted, a fan base developed, and growing community awareness.  As we look forward to our one-year anniversary, we look back at all the challenges that we overcame.  I will not be listing them here, but they were numerable.  Some we anticipated, most we did not.  However, we have been blessed with amazing and supportive friends, both old and new.  We have gotten help and advice.  Some has even come from ‘competitors.’ Through it all, Leigh Anne and I have found something that we enjoy, and enjoy doing together.  It has been a long-standing mantra of ours that “we do our best work together.”  Anyway…yeah…ONE YEAR!  Pretty big deal!

I hope you all have been voting in the Daily News Record’s Best of the Valley contest.  That means a lot to many local businesses.  And don’t just vote for us.  There are lots of categories.  For instance, most of you know that I have been part of the Off Broadway Players (a local community theatre group) who have been nominated in the category of Culture and sub-category of live theatre.  Wineries are nominated and breweries.  Art galleries and auto shops.  See if your favorite places have been nominated and cast a vote!  Today (Thursday) is the last day voting in this round and you have until midnight.  The top five vote getters in each sub-category will go on to the finals next month.  At that time, there will be one last round of voting and winners will eventually be crowned.  You all nominated us in five sub-categories in Food and Beverage:  Best Food Truck, Best Appetizers, Best Burger, Best Take Out/Delivery, and Best Outdoor Dining.  First, thank you.  To be nominated at all makes our hearts swell.  But FIVE areas?  We will let you know if we make it into the top five of any of the above.  But, if we don’t, we are happy just to have your support.  The competition is stiff with great people and places.  www.dnronline.com/bov  If you have already ‘registered’ you can simply go back to the email that the Daily News Record sent you and click the link they originally sent. 

Having a food truck is certainly one of the most seasonal things I have ever experienced.  If there is warmth and sunshine, there are people.  If it is cold, rainy, snowy, not so many people.  And this is not a statement just about the place where we park the truck.  Events, caterings, festivals have all been popping up for us like early daffodils!  We have been getting calls every week.  We have to keep a close eye on the calendar at this point because we have gotten multiple calls about single dates (especially around graduation of James Madison University).  What a difference a year makes.  Last year, we were just hoping someone might stop by the truck and try our food.  Now, next Wednesday we have been invited to Eastern Mennonite University to serve food to students at a baseball game.  Thursday we will be on our regular lot.  Friday afternoon we will be heading to Charlottesville for the weekend for a quilt show!  All I can say is, “Yeah Spring!”  Someone asked how I was handling the increased business.  I said, “I used to be retired.  Now I’m just tired.” 

 “Fat is flavor!”  Every foodie out there has probably heard this.  And, if you haven’t heard it until now, I am proud to introduce you to the concept.  This week, we have a BBQ burger on the menu.  I chopped up some pork belly into tiny bits and mixed it in with some ground beef.  We also put some balsamic and onion jam into it.  Wow, when that burger hits the grill and the fat from the pork belly melts into the burger making it so juicy and delicious…mmmm.  I’m hungry now.  But, fat is not only meat fat.  Olive oil is a fat.  Butter is a fat.  Corn oil is a fat.  There are LOTS of fats out there.  And, I know that the word ‘fat’ has become an almost unspeakable term.  I also know that the human body needs fats.  Now, it can be argued that there are good fats and bad fats.  Anyone who looks at me knows that I have made a lot of wrong choices in my personal life when it comes to fats.  But, go back to “Fat is Flavor.”  The oils you use to make that healthy salad add flavor.  The butter you put on your peas adds flavor.  That sesame oil used to cook potstickers adds flavor.  Think about it. Using fats in cooking is not a crime, it’s a necessity. Just try choosing healthy ones.

I am not going to do our whole calendar this week.  I think you have enough to read here. 

This week we have:

April 3-6

10:00-3:00

¨ Cat Head Southern Biscuit                          $8

Steak, Egg, Cheddar Cheese with Hashbrown

¨ Breakfast Quesadilla                                  $8

 Sausage, Egg, Cheese, Salsa with Hashbrown

¨ Garlic & Chive Hash Browns                        $1

¨ Bourbon Baked Chicken Wings                    $8

¨ Chunky Chicken Noodle Soup                     $8

¨ Carrot and Cucumber Salad                         $8

Sesame Seeds, Cashews, Lemon/Oil Dressing

¨ Barbeque Burger                                      $14

Balsamic, Onion, Pork Belly, Fried Onion, Lettuce, Tomato

¨ Pork Burrito                                            $14

Rice, Beans, Cheese, Tomatillo Sauce

¨ Fried Potato Ribbons                                 $5

Chipotle Honey Mustard Sauce

¨ Soft Pretzels                                                  $5

With German Mustard Dipping Sauce

¨ Chocolate Covered Caramels                       $5

And then:

April 10-13

10:00-3:00

¨ Cat Head Cheddar Biscuit                           $8

Canadian Bacon and Egg with Hashbrown

¨ Breakfast Quesadilla                                  $8

 Ham, Egg, Cohita, Guacamole, Side of Chipotle Ranch with Hashbrown

¨ Garlic & Chive Hash Browns                        $1

¨ Mediterranean Meatball Skewer                              $8

¨ Sherry Mushroom Bisque                           $8

¨ Shrimp, Pineapple, Melon Noodle Salad          $14

Shallot and Ginger Dressing

¨ Beer Brats                                              $12

Kraut Mustard, Crispy Onions, Potato Ribbons

¨ Fried Potato Ribbons                                 $5

Chipotle Honey Mustard Sauce

¨ Soft Pretzels                                                  $5

With German Mustard Dipping Sauce

¨ Snickerdoodles                                        $5

Have a great week folks.  And, we truly appreciate all of your support.  There is no way we could be getting ready to celebrate one year with it!

Johnnymac