If you take a walk through any busy street in a major city, there’s a high likelihood you’ll spot a food truck. These mobile kitchens offer nearly every cuisine imaginable—from classic options like hot dogs and ice cream to gourmet selections such as Mexican birria tacos, Peruvian ceviche, or authentic halal chicken served over rice with all the toppings.
It’s also quite possible that the food truck you’re looking at is managed or owned by an immigrant. Food trucks have increasingly become a realistic avenue for diligent immigrants to attain financial independence.
A report from the Bush Institute-SMU Economic Growth Initiative reveals that the food truck sector is “significant and expanding, with 35,000 operational businesses in urban areas of the U.S. and an increase of more than 20% since 2019, partly due to pandemic-driven restrictions on indoor dining.” The report further highlights that around 30% of food truck enterprises in the U.S. are owned by immigrants, who are crucial to the rapidly expanding mobile food industry. More immigrants are finding success and financial stability by offering dishes that represent their native cultures on the go.
One inspiring immigrant narrative is that of Giuseppe Lanzone, co-founder and CEO of Peruvian Brothers Food Trucks and Catering. Lanzone arrived in the U.S. from Peru in 1997. In 2013, together with his brother Mario, he opened their first food truck. Peruvian Brothers serves authentic dishes ranging from ceviche and rotisserie chicken to empanadas and pan con chicharrón, a popular salted pork sandwich in Peru.
Prior to venturing into the food business, Giuseppe was an Olympic rower who competed for the U.S. in the 2008 and 2012 Olympic Games, while Mario had a background as a chef.
“We wanted to launch something together [but] weren’t sure what to create. We considered… a small bar or a little restaurant,” Lanzone recalls. “Then my mother suggested, ‘Why not start something smaller, like a food truck?’ So we opted for a food truck.” He adds that a primary reason he and his brother entered the industry is their enthusiasm for sharing [their food] with the diverse American culture.”
Based in Alexandria, Virginia, the nearly 12-year-old business has expanded to include four food trucks and two restaurants—one situated in La Cosecha Latin market in Washington D.C. and a newly opened restaurant at Amazon’s HQ2 in Arlington, Virginia. The company also produces its own rocoto pepper hot sauce.
Essential advice for food truck operators
<pRegardless of the food truck’s offerings, there are universally relevant strategies to keep sales thriving.
Lanzone emphasizes the importance of conducting market research first. “You must… [determine] what type of cuisine you want to [offer]” and assess whether that cuisine will resonate in your region, he states.
One reason he and his brother embarked on their food truck journey was the scarcity of trucks providing Peruvian food in the D.C. area back in 2013. Since then, the number of trucks in the area has approached 1,000, many of which also specialize in Peruvian cuisine.
Ben Goldberg, co-founder and president of the New York Food Truck Association—a trade organization that aids vendors in selling year-round and maximizing profits—notes that new food truck proprietors should consider their budget, their customer base—tourists or local employees—and the food they plan to serve.
Selecting a cuisine—whether it’s premium Mexican, halal, or everything in between—is crucial, according to Goldberg. He underscores the importance of focusing on a cuisine you can excel in. “The [food trucks] I’ve observed that are the most successful generally have a deep passion for a narrow range of offerings, and they execute those exceptionally well,” he explains. “If you’re in the mood for a fantastic cheesesteak, you’ll go to the person that crafts the best cheesesteak.”
Mel Boganes, a retired NYC transit worker selling ice cream, desserts, and coffee in Westbury, New York, concurs that understanding the area and the preferences of the clientele is vital for success. He reiterates Lanzone’s point that researching the community and figuring out which cuisine has the best sales potential is crucial; otherwise, “you won’t turn a profit.”
He points out that the locale in Westbury where he sells desserts is populated primarily by Latin American and Muslim American residents, leading to strong sales for both tacos and halal food. His sweets, however, “have broad appeal,” he adds, making them easier to sell.
Boganes also asserts that the mobile food industry suits individuals who possess some business acumen and understand what it takes to run a successful operation. He highlights that many immigrants bring valuable business knowledge from their home countries, making the food truck venture an ideal match.
What are the typical startup costs for a food truck?
So, what does it actually cost to launch a food truck venture? Startup expenses can vary based on several factors, including the type of truck you’re purchasing, the equipment required, and the food you intend to sell.
Lanzone mentions that their initial investment was approximately $60,000 for the truck. However, he cautions that expenses can soar to around $100,000 because equipment greatly influences individual costs. More advanced equipment like double ovens or fryers leads to increased expenses.
Goldberg states that an accurate estimate for current food truck startups ranges from $60,000 to $120,000. He also points out that while costs have surged in recent years, they remain significantly lower than those associated with opening a traditional restaurant in major cities like New York, where costs can escalate to as high as $500,000.
Boganes reveals that his original investment for his truck was merely around $3,000 back in 1975, while he estimates that the same truck today would cost at least $30,000, in addition to product costs.
What are the potential earnings from a food truck business?
<pAccording to food truck owners and industry experts, the actual earnings from food trucks can vary widely.
While Lanzone refrains from providing precise profit margins, he indicates that profits fluctuate based on the amount of effort put in and the products sold. For instance, those working seven days a week will see higher earnings compared to those working fewer hours.
Though hesitant to discuss specifics, Boganes mentions that most food truck operators typically earn between $35,000 and $40,000 after considering overhead costs. “If you’re positioned correctly, it’s easy to make over $100,000,” he states. “Having the right product at the right time and place is key.”
Goldberg estimates that food trucks can generate profits ranging from $50,000 annually to over $100,000, depending on their offerings, the number of locations, and how much time they invest in event sales and street vending.
He adds that relying solely on street sales may limit income, but catering for events such as concerts, music festivals, and comic conventions offers food truck operators more stable revenue streams.
The state where you operate also affects your potential earnings. According to foodtruckprofit.com, the top three states for food truck revenue in 2024 are New York ($492,545), California ($482,751), and Arizona ($443,130).
Where do food truck owners source their products?
Finding quality food sources can be challenging because it’s critical to purchase high-quality ingredients at wholesale rates.
Lanzone shares that his company sources much of its food from wholesalers based in New Jersey. “We collaborate with other suppliers who provide everything from fish to sausages,” he explains. “The bread we use is made from our own recipe, produced fresh daily by a dedicated factory.”
Boganes also obtains the majority of his desserts and ice cream from specialty wholesalers.
What permits are required for food truck owners?
In most cities across the United States, mobile food vendors must obtain vending licenses, which are far from consistent nationwide. Annual compliance costs can vary significantly, ranging from around $5,000 in cities with less stringent regulations to close to $38,000 in those with more rigorous requirements, according to a 2018 U.S. Chamber of Commerce Foundation report.
Boganes mentions that in Nassau County, where he operates, vendors are required to hold a range of licenses to sell food, including a certificate that allows them to purchase food wholesale.
Goldberg also adds that navigating the permitting landscape in New York City, specifically, is “quite intricate.”
What does it take to thrive as a food truck owner?
Boganes warns that many entrepreneurs who fail do so because they haven’t conducted adequate research and lack awareness of what products to sell and to whom. He emphasizes that numerous food truck owners genuinely wish to stay within the mobile food industry and are not merely seeking to transition into brick-and-mortar venues.
Lanzone adds that individuals should not mistakenly believe that operating a food truck is simpler than managing a conventional restaurant. “If you want to succeed with a food truck and make it sustainable,” he asserts, “be prepared to put in the effort.”
Running a food truck is still “not inexpensive,” Goldberg states, but it is accessible and far more manageable compared to launching a restaurant. “The American dream remains very much alive,” he concludes.
