Mexicue, one of the pioneers in the NYC food truck scene will soon be opening two more brick and mortar restaurants near Times Square and North of Madison Square Park. According to co-founder David Schillace, the projected revenue stream of their restaurants are $3 million yearly with $500,000 in profits. Future plans include opening another five restaurants around Manhattan and Brooklyn, eventually expanding outside of New York opening two new ones a year. The company also plans to produce pre-packaged food items to be available in stores and grocers. The Mexicue truck has since been retired from the daily grind but is still used for caterings and special events.

This is how it used to be with the truck.

The plans of Mexicue owners Thomas Kelly and David Schillace have been big from the start, having admitted that they used the truck to build the brand. “(The food truck) is a phenomenal way to put your brand out in New York City. It’s essentially a mobile billboard.” It is also an easier and cheaper way to test the market. To see what works and what doesn’t.

Mexicue’s dreams were helped partly by an investement from Ruby Tuesday founder Sandy Beall, who took a 25% stake in the company. But a big time investor such as Beall would not have even given them the time of the day if not for Mexicue’s strong brand and following.

A sampling of Mexicue’s menu.

Cousins Maine Lobster’s break on the other hand came when cousins Sabin Lomac and Jim Tselikis took part in the reality-based business funding TV show, Shark Tank. This is where they met investors such as real estate mogul, Barbara Corcoran, who invested $55,000 for a 15 percent stake in the company. The company has now made $3.5 million since and is expanding with new trucks, catering, online sales, and they are even franchising the business.

One does not need to be lucky enough to meet a billionaire angel investor who would take you to the big leagues. If you have a sound enough business plan, an established brand, and really believe in its potential I am sure there will be many sources of funding available.

Remember that branding is the over-all image of your company. It is not only the catchy name, but it is how you communicate it to the public. Does your website have sloppily written content or does your social media accounts contain relevant and insightful posts? Does your message and look coincide with each other and is it consistent throughout all your marketing platforms?   It is also how your food and truck looks. Believe it or not, you as the owner and all other employees are also an extension of your brand so be wary of how you conduct yourself in public and how you answer in interviews as well.

Cousins Famous Maine Lobster Rolls

As we’ve heard them say before, “You sell the sizzle, not the steak”. But apparently you also need to sell the name first.  Also check out our related article about “Tips In Starting A Food Truck” for further reference.