Dec 25, 2012 09:06AM
By Chris Wolfgang
Favara credited their truck’s successful first year in the Old Market to extensive research. “There’s very little here to look at,” he says, adding that food trucks are still a new concept to the Midwest. “And there’s not much in Nebraska’s books yet. If there’s a model to look at, it’s Kogi.” The five-truck fleet in Los Angeles communicates multiple times daily through Twitter, Facebook, and its own well-maintained website so that customers never have to wonder when or where a truck will be out.
The Localmotive crew tries to do the same thing. “Communication is essential,” Favara said. “It determines your following.” Even though the truck can be found next to Ted and Wally’s ice cream shop from 10 p.m. to 2 a.m. seven nights a week, a schedule is always available on localmotivefoodtruck.com. Localmotive also has an office manager who stays on top of the truck’s Twitter and Facebook accounts. “We make that a priority,” Favara says. “We get back to the people who talk to us.”
You mean, it’s more than just Favara and David Burr in the truck and David Scott, sourdough king, in the kitchen? “You get a staff,” Burr says with emphasis. “You don’t do it all on your own.” Even with a peak staff of 18 employees during the summer, Burr recalls weeks at the beginning of their debut that included 120 hours of work. “Consistently,” he says, laughing. “…for months.”
The large staff is necessary, Favara explains, because unlike employees of a brick-and-mortar restaurant, truck workers can’t duck back to the kitchen to help with prep during slow times. “We staff as many people as a brick-and-mortar,” Favara says, “because they can’t do double-duty.”
Burr adds that while the upfront cost of a food truck is lower than opening a storefront, running a mobile restaurant has its own set of challenges with licensing, permissions, and maintenance. “It’s demanding work,” he says, “and not cheap. We’re a fellow restaurant…[just] in a different facility.”
After hitting many of their first-year goals (i.e., be a staple of late-night downtown; serve at the Farmers Market; be a source of good food for restaurant staff coming off the clock late), Burr, Favara, and Scott are focusing on their second year. Their 2013 goals include expanding their garden (even with the tough 2012 summer, they still used most of the produce they planted), have a regular beef supplier (“You’d think it would be easy to find local beef in Nebraska,” Burr says), and be more available to the young entrepreneurs of Omaha. “We love that crowd,” Favara says. The truck supplied a meal last May to attendees of Big Omaha, a convention produced by Silicon Prairie News.
And years down the road? They’ve thought of a quick-service restaurant, just a little kitchen with a walk-up window. More trucks one day, like Kogi, and maybe a trailer for festivals. “We’re not limiting ourselves,” Favara says with a smile. “We’re not the first food truck in Omaha, but I think we’re setting the standard.”
Find Localmotive's location schedule at localmotivefoodtruck.com.