I've helped dozens of people launch food trucks and catering businesses. The ones who struggle almost always make the same three mistakes before they even serve their first customer.

1. They pick a location before they pick a concept.

Your truck concept should be built around high-traffic areas with the right customer mix — not the other way around. A $15 artisan bowl plays differently at a downtown lunch spot than at a Friday night market. Figure out where you're going to operate first, then build your menu around that crowd.

2. They underprice because they're nervous.

I get it. You want customers. But pricing yourself below cost to "build a following" is a trap. Food cost percentage, labor, commissary fees, fuel, and permits add up fast. Know your numbers before you open your menu — or you'll be busy and broke.

3. They don't plan for the slow season.

Most markets and events are seasonal. The operators who make it year-round are the ones who had a catering pipeline built before their first slow month hit. Catering is higher-margin, more predictable, and keeps revenue steady when foot traffic drops.

These aren't opinions — they're patterns I've watched repeat over and over.

If you're in the early stages of building your food business, check out Foodlaunch — I built a full startup guide, personalized coaching, and business management tools specifically for food truck and catering operators.