Food Trucks For Thought

Hi, I’m Jason.

I started working around food trucks and the mobile concession industry back in 1997 before it became cool. 

My first memories are of sitting behind the counter at our booth during the Pacific National Exhibition (PNE), asking my mom and stepdad why I wasn’t getting paid as much as everyone else. Was I not doing the same work? Was I not working quite as hard? Dumbfounded, they had no option but to give me a raise to $7 an hour like everyone else.

The working environment of the food truck/mobile food industry was much different. Fairs and festivals were Canada's only options, and hotdogs, hamburgers, and french fries dominated the industry. There was also a lack of competition. 

I remember going to the competitor's stands for curly fries and footlong hotdogs because they were cheaper with my PNE ID and the 15% discount. I wasn’t quite in tune enough to realize I was the boss's kid, and everything was free. You learn as you go. 

Working at fairs and festivals as a kid was a unique experience. You met many people, saw incredible and interactive shows, and stayed up past bedtime. Fairs and festivals were also where many mobile food operators made all their money in a Calendar year. My word, things have changed.

The mobile food industry has evolved and grown exponentially over the past three decades. In fact, since 2015, the “Food Truck” industry has grown 3.5% on average each year, from 50 million to 80 million in 2023.

The Food Truck industry has undergone a revolution fuelled by many factors, such as changing consumer habits such as convenience and a desire for options. There is also a growing desire for tourists to indulge in local cuisines.

When I was young, you could count the number of food trucks or mobile operators on your fingers and toes. Today, in British Columbia alone, we work with 150+ vendors providing their spin on cuisine.

Today, people are looking for unique experiences—something to post on Instagram or share with their loved ones and tell them, “You have to try this.” In 2025, we’ll be experiential and want to step outside our comfort zones, and hotdogs, burgers, and fries may not attract the consumers you want, need, or desire.

In 2025, we’re also facing a pivotal point where the mobile food operator needs to ask themselves: What makes me stand apart from the crowd?

• Is it the quality of my product?

• Do I offer something unique?

• Do I provide better value?

• Am I more efficient?

You don’t need to be everything, but you have to be something. From someone who has been in the industry since before some of you were born, you need to have a niche. A reason to keep people coming. 2025 will be pivotal for many because, in June 2024 alone, 452 food service businesses declared bankruptcy. 

What sets you apart?

While I consider myself an expert through blood, sweat and tears given to this industry, I believe everyone who operates a daily business is an expert of their own. We can’t mimic many things, and I’m not a red seal chef. It’s also true that many of you reading this will close your doors over the next 24 months for various reasons, but you need to step back and ask why. Are you going through the motions or doing something to make yourself stand out from the crowd?

I challenge all of you food operators today to sit down, dig deep, and understand why you have become a part of this ever-growing and ever-rewarding industry. Reflect and ask what you can do tomorrow to grow your business and set yourself apart from the status quo.

Despite the hurdles, food trucks aren’t going anywhere. Organizations like Greater Vancouver Food Trucks (Festival) work closely with regulators and the powers that be to ensure opportunities exist. Fairs and Festivals are unique opportunities to connect with a mass audience, grow your business, and understand how rising costs and increased competition will allow your business to flourish and be a part of tomorrow's competitive landscape.

So, if you’re ready to roll open the serving window, remember that the days of simply parking and waiting for customers are over. With mindful planning, refining your menu, adapting to new regulations, and leveraging technology you’ll be revving for success well into 2025 and beyond.

Jason Faria
Greater Vancouver Food Trucks
Total Event Co.