How important is the look of a food truck wrap? I remember being at an outdoor event under a tent and just outside the tent was a food truck. The food truck wrap was not appetizing at all. The images of the food were pixilated and off-color. I don’t think a hot dog is orange, right? There were places where the seams of the wrap didn’t match up, and the font was too difficult to read. The wrap didn’t draw people in and no one was in line for food. Out of curiosity, I went over and ordered a diet coke, and asked about the wrap. Turns out, it was a DIY by the boss’s son. It certainly showed.
Why It’s Essential to Make Your Food Truck Wrap Appetizing
Let’s talk a little about why it’s essential to make your food truck wrap appetizing. In this article shared on 3M’s website, Why Vehicle Wraps Matter: Advice From a Food Truck Expert. According to Paul Somerhausen, CEO, SactoMoFo. The reason is simple…the food trucks with appetizing wraps get more traffic and make more money, possibly up to 20% more.
Somerhausen states, “There are two types of food trucks: Those that visit construction sites for about 15 minutes at a time, and the gourmet variety that park in one place for at least two hours for lunch or dinner service. We specialize in the latter. Typically, that type of food truck is surrounded by several other direct competitors lined up together on the street.
In that environment, a food truck has about five seconds to catch someone’s eye. That’s about how long it takes someone to walk the length of the truck. A good truck wrap is the easiest way for a food vendor to stand out from the competition.
I didn’t fully realize the benefit of wraps until I started working directly with a mix of trucks, both with and without wraps. I quickly saw a very clear differentiation in income between trucks that had wraps and trucks that didn’t have wraps.”
How to Make Your Food Truck Wrap Appetizing
Food trucks are no longer only lunch wagons selling microwave sandwiches and lousy coffee. They are restaurants on wheels. The food truck business in America is a billion-dollar industry, which means there’s a lot of competition. To succeed, a food truck has to offer top-notch dishes, great service, and an appealing menu. None of which matters if it’s not marketed. One of the best ways to advertise a food truck is to make it a rolling billboard for the product.
Offer Large Portions
Go big on your graphics. Words and images should be large enough to be seen from across the street or the other side of the park. For example, ADAAG guidelines state that 3-inch letters may be seen up to 25 feet away and 6-inch letters 35 feet or more.
The Presentation
How you present food on a plate can add or detract from the dining experience. It’s the same with a wrap. A wrap can be appetizing or unappetizing. Don’t use low-grade photos of your food. Hire a pro and get the best photos possible. There are too many unappetizing food images all over social media; don’t add to them on your food truck.
Too Much on Your Plate
Putting too much on your wrap makes it confusing. Keep it simple, and remember you only have seconds to capture a consumer’s attention. Stick to the basics and limit food images to one or two of your top offerings.
Sides Are Important
I’m not talking about side dishes but rather the sides of your truck. Every side should share your story. Don’t make the mistake of only wrapping the serving side of the food truck. Share your message on the front, rear, and both sides. Not everyone is just looking at your serving side.
Sell the Sizzle
My favorite steak house in the 80s brought steaks to the table on a hot metal plate that sizzled. It sounded and smelled terrific and struck an emotional chord. You want the same thing with your wrap. You want to strike an emotional chord with images so good that customers can taste and smell them just by looking at your wrap. Make their mouths water with your presentation.
Make Your Food Truck Wrap Memorable
Make your food truck wrap memorable by staying on brand, using taglines, or even your mascots if you have one. Use color to your advantage, The Expert Psychology Behind Vehicle Graphics Color. Be sure to share your contact information, including website and social media. If you cater or have a brick-and-mortar location, be sure to share that too. A professional provider can help you with all of this and make your food truck appetizing.
How Can We Help You?
If you’d like your food truck wrap designed to capture attention, printed on state-of-the-art equipment, and installed by expert certified installers, we’re here to help.
If you’d like further information or a free estimate, Request A Quote.
TKO Graphix is a national fleet and vehicle graphics company helping customers since 1985. We are a Certified 3M™ MCS™ Warranty graphics manufacturer and provide full-service large format graphics with digital printing, screen printing, design services, graphics installation, and removal.
When it comes to making your food truck wrap appetizing — it all begins with our design department services. From a concept on paper to road-worthy advertising for your trucks, the TKO Graphix design team can help bring your vision to life. Our team specializes in creating exciting fleet and vehicle graphics while keeping them consistent with your brand.
