Stop The Food Truck, I Wanna Get Snacks From You!

Or, How The Arctic Monkeys Taught Me About Connecting With Customers

People resonate with music.

There’s something that can be learned from every song if you can find the connections to your current situation. That’s the point of music, though, isn’t it? To let you make sense of that wild and crazy thing we call life?

Let’s apply this theorem more directly to the topic of food trucking, since you, our current reader, are more than likely interested in pursuing your dream of owning a food truck, or are already an established food trucker looking for some neat tips and advice (as any entrepreneur always should be!).

While working on another article earlier I happened to be listening to Pandora (surprise) and a pretty awesome song came on. It was “Stop The World, I Wanna Get Off With You” by the Arctic Monkeys. The gears in my mind clicked and I forged a fancy connection – that song epitomizes passion for someone, which can be shifted over slightly to passion for something if you just look at it the right way.

Here’s a link to the song so you can listen along – http://youtu.be/3PyoxMSEHYI. And the lyrics as well, so you can get a good look at ‘em before we break it down.

NOLA Food Truck

A food truck enticing you to follow it.

Open Sesame (We’ve places to go)
We’ve people to see (Let’s put ’em on hold)
There’s all sorts of shapes that I bet you can make
When you had to escape, say the word

Well I know that getting you alone isn’t easy to do
But with the exception of you I dislike everyone in the room
And I don’t wanna lie but I don’t wanna tell you the truth
Get the sense that you’re on the move and you’ll probably be leaving soon
So I’m telling you

Stop the world cause I wanna get off with you
Stop the world cause I wanna get off with you

Eyes the color of
(Water left in mud)
Ice and sugar dust
(Crazy green flashes)
It’s a funny thing that I cannot explain
Don’t you know the train keeps rolling

Coffee Food Truck With Crowd

A coffee truck buzzing with activity.

Stop the world cause I wanna get off with you
Stop the world cause I wanna get off with you

Well I know that getting you alone isn’t easy to do
And I don’t wanna lie and I don’t wanna tell you the truth
And I know we got places to go, we got people to see
Think we both ought put ’em on hold and I know you agree

Stop the world cause I wanna get off with you
Stop the world cause I wanna get off with you

 

Now, that’s a whole lotta word salad so let’s break it down and get to the point where it’s meaningful to you; the food trucker. Imagine this is being sung about you.

 

Open Sesame (We’ve places to go)
We’ve people to see (Let’s put ’em on hold)

There’s all sorts of shapes that I bet you can make
When you had to escape, say the word

The darkness before the dawn, the dawn of your sales for the day. Close your eyes and feel it viscerally, the anticipation, the heart palpitation. You’ve got places to go and people to see, you’re out there for them and their hunger. You’re the front line soldier in the fight against mid-afternoon malaise and the drop in productivity that follows. Tired and starving workers dream only of escape to lands of taste and smell sensations. The word is your truck. You inspire. You nourish not only the belly, but the soul.

Well I know that getting you alone isn’t easy to do
But with the exception of you I dislike everyone in the room
And I don’t wanna lie but I don’t wanna tell you the truth
Get the sense that you’re on the move and you’ll probably be leaving soon
So I’m telling you

This passage is the inner monologue of everyone waiting in line for your sumptuous banquet. They all wish they could push aside the crowd and have a special one on one session with you and your food. There’s nothing wrong with that, but they still feel dirty for having those feelings. Massage and assuage those fears, for you will indeed be leaving soon. A food trucker’s life is never static, you are always flitting from one joint to another, spreading your taste sensations as but dandelion fuzz in the wind.

Stop the world cause I wanna get off with you
Stop the world cause I wanna get off with you

This is exactly what you want everyone approaching your truck to be chanting. The mantra of the damned, the slogan of the starving, the swan song of the emaciated. They all beg for your snacks, so much so that they will damn the rest of the world. Nothing must interfere, if you hear. Provide them what they need and you will succeed. Such passion does not fade easily.

Eyes the color of
(Water left in mud)
Ice and sugar dust
(Crazy green flashes)
It’s a funny thing that I cannot explain
Don’t you know the train keeps rolling

We return to the graphic images of your fare, written across the eyes of every hungry patron within a hundred miles. You provide more than simple physical goods, you transcend reality and enter their minds. You are salvation, you are excitement. You infect. They see only you, but they know it lasts not forever, but merely exists as a flash in the pan.

Well I know that getting you alone isn’t easy to do
And I don’t wanna lie and I don’t wanna tell you the truth
And I know we got places to go, we got people to see
Think we both ought put ’em on hold and I know you agree

And there’s that opening to create a lifelong customer. You’re a part of their sphere of existence and they no longer want to live in a world without you. It’s an unspoken agreement – patron to food purveyor, customer to businessman, man to man – you will always make a little time for each other, for each day becomes a little brighter with the other around.

How do you inspire such excitement and buzz?

Is that not the dream of every food truck owner? To see hordes of patrons nearly causing a riot in the frantic attempt to get one of your entrees?

My advice to you is this: Be courteous. Be original. Care about your patrons. Design a snazzy wrap for your truck so that you stand out. Let people know where you’re going to be every single day through your chosen social media platform, and more importantly, stick to that schedule every single day. When people can count on you as an institution you have their hearts. You have their faith. Only then can you begin to win their minds.

Success in the food truck industry, or any industry, can only happen if people trust you. Do whatever it takes to be worthy of the trust of your customers. When you earn the respect of your customers you can earn their dollars. That’s commerce, folks. That’s the Vending Trucks way.