Volume 1

From the Keep ’Em Coming Back books

The Complete PR Guide

This page is a practical extension of Volume 1. The book explains the reasoning; this resource helps put it to work.

Texas Food Truck Field Guide

Pricing, Costing, and Break-Even

Price the menu and events using finished yield, packaging, labor, fuel, fees, travel, maintenance, and contribution margin.

Chapter 10 of 20
Educational field guide—not a license, inspection approval, legal opinion, tax ruling, fire plan, or insurance binder. Verify current DSHS rules, fire and property requirements, TABC authority where alcohol is involved, manufacturer instructions, and qualified professional advice.

Calculate the true cost stack

Ingredient cost is only the beginning. A food truck must recover food, trim and cooking loss, packaging, card fees, hourly labor, payroll-related costs, generator fuel, propane, vehicle fuel, travel time, event fees, commissary, parking, insurance, permits, maintenance, repairs, software, professional fees, debt, depreciation, owner compensation, waste, refunds, and reserve.

CostAttach it to
Ingredients and packagingEach item or order
Card and ordering feesEach sale or sales dollar
Hourly laborShift, prep, travel, service, and close
Fuel and travelRoute or event
Commissary and storageWeek or month
Event fee or percentageEvent
Insurance, license, software, debtMonth or year
Maintenance and replacement reserveMile, operating hour, event, or month

Use finished saleable yield

A case of meat, bag of potatoes, or batch of sauce is not equal to saleable portions. Record trim, cooking loss, breakage, hold loss, end pieces, employee meals, samples, packaging errors, and spoilage. Calculate cost from the portions actually sold or intentionally used.

Manage contribution, not only food-cost percentage

Contribution margin is selling price minus the variable cost required to make the sale. A lower food-cost percentage does not always produce the most useful item if the product is slow, creates waste, requires expensive labor, or blocks higher-volume sales. Review contribution per item, per order, per labor minute, and per constrained piece of equipment.

Item resultPossible decision
High contribution, high demand, fastProtect availability and quality
High contribution, low demandImprove description, placement, or remove
Low contribution, high demandReprice, resize, reduce cost, or use intentionally as a traffic item
Low contribution, slowRemove unless it serves a clear strategic purpose
Profitable but disruptiveLimit to specific events or replace with a simpler version

Calculate daily break-even

Separate the cost of opening the truck that day from the variable cost of each sale. Daily break-even contribution is the fixed cost of the service divided by average contribution per order. Use cautious, expected, and stronger scenarios rather than one forecast.

Daily fixed or event costExamples
Crew and owner laborPrep, travel, setup, service, close, payroll burden
TravelMileage, tolls, parking, vehicle time
Site or eventFlat fee, percentage, guarantee, utility charge, admission
OperatingGenerator fuel, propane, ice, commissary allocation, software
Risk allowanceExpected waste, weather exposure, maintenance reserve

The decision should include capacity. An event may require more orders than the truck can physically produce to break even. In that case, lower cost, raise contribution, change the agreement, add reviewed capacity, or decline.

Quote events from risk and scope

Quote termWhat to define
Service windowArrival, setup, ordering start, last order, breakdown, departure
Headcount and purchase modelPrepaid meals, minimum spend, guest-pay, organizer guarantee, or hybrid
MenuItems, portions, dietary commitments, beverages, substitutions, sold-out authority
SitePower, water, waste, restroom, lighting, parking, queue, security, weather
FeesTravel, service, staffing, rentals, permits, parking, card, tax treatment
Deposit and cancellationDue dates, refund schedule, weather, force majeure, organizer changes
OverageAdditional guests, extended service, extra meals, or second location

Build a cash reserve

A profitable month can still end with no cash when an annual premium, major repair, tax payment, equipment replacement, or weather cancellation arrives. Keep a rolling cash forecast and a separate reserve policy. Decide which owner draws, purchases, or expansions stop when reserve falls below the target.

Weekly forecastOpening cash, expected receipts, payroll, food, fuel, fees, tax, debt, and ending cash.
Maintenance reserveAmount added by mile, operating hour, event, or week.
Tax reserveSales tax and other obligations separated from operating cash.
Emergency thresholdMinimum cash that pauses new spending or owner draws.
Replacement planMajor equipment and vehicle components with estimated timing.

Sources and verification

Use the current source, effective date, and controlling authority before making an operational decision.

View official Food Truck Guide sources.

Read before using Kitchen resourcesSafety, professional-use, and verification notice
Educational reference—not approval, certification, or professional advice. Recipes, wood profiles, temperatures, yields, costs, logs, checklists, and operating suggestions are general planning material. They do not replace the current FDA Food Code, Texas Food Establishment Rules, local health-authority requirements, permits, inspections, HACCP or variance approval, fire-code review, manufacturer instructions, insurance requirements, food-handler or manager training, or qualified culinary, food-safety, legal, tax, accounting, engineering, fire-protection, medical, or insurance advice. Verify every ingredient label and allergen; prevent cross-contact; use calibrated thermometers; use only known, untreated cooking wood from a reputable source; and discard food whenever time, temperature, source, identity, or safety is uncertain. Read the full Kitchen disclaimer.