The Great Food Truck Race

Challenge: You and your kitchen members are opening a Food Truck. Your mission is to create a
concept for your truck, as well as develop a marketing plan to help advertise and sell to the
public. First, decide how your company is structured. Each person will be assigned one of the
positions below.

Jobs:
Concept Development: Responsible for planning ways to get your concept across to the
public.
Name: _____________________________________________

Marketing Coordinator #1: Responsible for developing a creative campaign to sell and
promote your food truck, including packaging label, wrap, advertising artwork, etc.
Name: _____________________________________________

Marketing Coordinator #2: Responsible for developing a creative campaign to inform the
public about your food truck including packaging label, wrap, advertising artwork, etc.
Name: _____________________________________________

Test Kitchen Director: In charge of arranging for the preparation, selection, and pricing of
the food being sold.
Name: _____________________________________________

Where do I start?!
Think about the people youd like to sell your product to. Where do you want your truck to be
located? Who is your target market (ex. lunch crowed, breakfast, dinner, etc.)?
Our target market is: ______________________________________________________________
Using the iPads or computers, start research a variety of food trucks help your group get
inspired for what you will create! Use the space below to take notes of ideas you like and do
not during your research.

Notes Section:

Part 1: Marketing Plan:

Your job is to create a brief marketing plan to support the introduction of your food truck to the
public. First do a SWOT analysis to help identify your products strengths, weaknesses,
opportunities, and threats. Then use the marketing questions to help create an overall
marketing plan. ALL questions and responses must be TYPED and written in complete
sentences. Each question should have a well-developed response (at least 3-4 sentences)
SWOT Analysis: All group members
To do a SWOT analysis, answer the following questions in your group. Type your responses to
turn in as part of your marketing plan. Be sure to use complete sentences in your responses.
1. Strengths: What is special about our concept?
2. Weaknesses: What are the concepts weaknesses? Why would people visit other food
trucks instead of ours?
3. Opportunities: How can we best use our strengths? Are there any special opportunities or
changes in the marketplace that we could take advantage of? Ex. Events, seasons,
holidays, etc.
4. Threats: Are there any possible dangers? Are there things we should take into account
when preparing and selling food?
Marketing Questions:
Overall Concept: Marketing Coordinators
Present a short overview that highlights the product benefits and tells what your company will do
to launch the product.
1. Who will buy food from your food truck? What is your target market?
2. When will you introduce the product to people, and why did you pick that season or
month?
3. Where can people visit your food truck? What places will you sell food (must have at least
3 different locations)? What is the price range of your food truck?
4. What type of advertisings and promotional activity will support your food truck?
Product Development: Test Kitchen Director
Explain the creative processes behind the development of the product.
1. Why do you want to open this food truck? What influenced you?
2. How did you decide on your overall concept? How do you think your customers will react
to your concept?
Product Message: Marketing Coordinators
Identify how you want people to perceive your product.
1. Describe your food trucks personality in 3 words.
2. What catchy phrase or slogan can you create that embraces the food trucks personality?
3. What specific product benefits should people know about? What makes your food truck
different than others?
Strategic Initiatives: Concept Development
Identify the strategy behind your plan.
1. Are you entering a competitive market? Are there other food trucks like yours?
2. What separates your product from the competition?
3. What other products will you make to complement this one?
Goals/Results: ALL group members
Identify your expectations on the product launch and continued production.
1. How will you know if your product launch (introduction) is successful?
2. What future plans do you have for the product or line of products? How will you expand
your business?

Part 2: The Menu:

Test Kitchen Director: Each group will have to make a menu for their food truck. You must
have at least five items on your menu (you can have more if you would like). You will
choose one of your items to make and present to the class with your pitch of your food
truck; the item that you choose to make will be your signature item. After you select your
signature item, complete the chart below to price your item.
Recipe
Amount

Shopping List
Item

Our signature item costs ______________ to make and we will sell it for _______________.

Part 3: Cover Sheet & Print Outs

PRINT a copy of the finalized marketing questions and menu for EACH group member.
Create a cover sheet for your entire project. The following information should be included:
o Name of Food Truck
o Your Trucks Slogan
o Group members names and jobs
o Kitchen # and Block
o Any related graphics (logo of your truck)
PRINT any related graphics, titles, etc. you will need for your packaging or advertisement

Part 4: Advertisement
Marketing Coordinator #1: Create an advertisement poster to attract customers to your food
truck. It is very common for dozens of food trucks to be sitting along the same street, so you
need to advertise to attract customers. Your advertisement should include color and be creative
to gain attention from your customers. Make sure there is a connection to your TARGET
MARKET. It should also include the following:

Name of Food Truck

Slogan
Prices/Menu
Related graphics
Any type of logo or product mascot (if you have one)
Group members names, Kitchen # and Block

Part 5: Social Media

Marketing Coordinator #1 & 2: Food trucks rely heavily on the use of social media to
attract and inform their customers. Most food trucks do not go to the same location two
days in a row, so they tweet or post about their upcoming location. Keep in mind your
TARGET MARKET; what is the best way to reach that specific group of people? Your
social media plan should include the following

8-10 sentences describing how you will use social media and how it will help you reach
your target market
Creation of one of the following: Instagram, Facebook, Twitter, or MySpace for your food
truck with at least 5 sample posts.

Part 6: Truck Prototype

Concept Development: You are required to present a miniature prototype of what your truck
would look like. Food trucks are notorious for going above and beyond and transforming normal
trucks into imaginative and creative vehicles. Using cardboard, paint, and a variety of other
materials, you will create a prototype of your truck. The prototype must include:
The name of your truck w/ logo or graphics
Slogan
Menu

Part 7: Presentation
All group members must be involved in the presentation portion of the project. Be sure to
introduce yourself to the class and what your job was throughout the project. You should
practice the presentation before presenting to the class. Your presentation must include the
follow: You can present these items in any order you feel fit.
Group member names and introductions
Pass out sample of product for tasting
A summary of each section of the marketing questions do not read directly off of your
paper.
Your advertisement (include connection to target market & where you would advertise) if
you want this printed in color, let me know.
Summary of you will use social media to help attract customers

The Great Food Truck Race Rubric

What do I need to turn in? Use this as a checklist of what needs to be turned in on
presentation day.
_____
_____
_____
_____

Project cover sheet

Product advertisement
Marking Plan: including SWOT analysis and Marketing questions (typed)
Social Media questions and samples

Presentati
on

Social
Media

All members
involved,
easy to
understand,
includes
entire
project
components.
Presentation
is organized
and wellpracticed.

Provided
a
detailed
summary
about
how
social
media
will help
grow
their
business.
Provided
sample
posts.

Marketi
ng Plan:
SWOT
Questio
ns
Analysis
and
questions
responses
are
detailed in
descriptio
n. Written
in
complete
sentences.

Menu
Planning
Developme
nt
Menu is
completed
and included.
Signature item
portioned and
made
successfully.

Product
Messag
e

Participatio
n
And Eval.

Truck
Prototyp
e

Advertise
ment is
included.
It is clear
who the
product
is
marketed
to and
what the
product
is.

Student was
in class during
all project
work days. If
there was an
excused
absence it is
clear on how
the work was
made up.
Active
participation
in class. Group
members
completed
self-evaluation
questions.

Group
provided a
well-made
and
detailed
prototype
that
included:
trucks
name,
slogan, and
menu.

20 points
10 points

20 points

20 points

20 points
10 points

20 points

Point
s
Earne
d
_____ Copy of Menu and pricing for signature item.

Self-Evaluation:

In detail, describe what YOU have specifically contributed to this project. Were you in
attendance for all class days? If not, what did you do to make up for absences? Were there any
issues with other group members doing their part?

Truck Evaluations:
During the presentations you will get to try 6 signature items (1 from each food truck). Rate
each product below using our lab evaluation process. Be specific in your responses.

Name of Food Truck: _____________________________________________________________________________

1. How would you rate the overall taste of the final product? Circle one
Poor

Excellent

2. What did you like about this food truck?

3. What would you change about this product or food truck?

Name of Food Truck: _____________________________________________________________________________

1. How would you rate the overall taste of the final product? Circle one
Poor

Excellent

2. What did you like about this food truck?

3. What would you change about this product or food truck?

Name of Food Truck: _____________________________________________________________________________

1. How would you rate the overall taste of the final product? Circle one
Poor

2. What did you like about this food truck?

Excellent

3. What would you change about this product or food truck?

Name of Food Truck: _____________________________________________________________________________

1. How would you rate the overall taste of the final product? Circle one
Poor

Excellent

2. What did you like about this food truck?

3. What would you change about this product or food truck?

Name of Food Truck: _____________________________________________________________________________

1. How would you rate the overall taste of the final product? Circle one
Poor

2. What did you like about this food truck?

Excellent

3. What would you change about this product or food truck?