Offering lower start-up costs, flexibility, and easy access to new customers, food trucks can serve as incubators for future restaurant concepts. In recent years, we’ve seen this pattern of business growth trending in Frederick.
This month, we catch up with two owners who had made the shift from food truck to brick and mortar — and talk about their unique experiences within both business models.
Boxcar Burgers, Brett Novick
“I started the food truck as I was transitioning back into the hospitality industry after a hiatus. We saw a huge need from the local craft beverage industry for quality food trucks. After a couple years with the truck I realized that we had built a pretty good following for the brand.
I initially thought we would just be going to breweries to feed people and keep customers there longer, but after a while I realized people were actively seeking us out. When the opportunity for the East St location came up it seemed like an obvious time and location to transition.”
The Garage, Rita Dorsey
“Once the pandemic hit and we were all at home, I re-evaluated my career & life and what I wanted to do. After thirty years as a cosmetologist, the timing seemed right to retire and invest in a new adventure. I asked my son, Nate and brother, Matt to join the adventure. We always shared a love for food and family and the decision to start the food truck just felt right.
For years my brother and I have discussed opening a restaurant. With the truck turning into a Frederick staple, finding a spot that we all love and again, timing... we felt it was the right time to make the leap!”
How did running the food truck prepare you for the brick & mortar location?
Brett: The food truck is really an excellent marketing machine. We get to go out to new locations all the time and feed new people. That really helped us build a foundation of customers so as soon as we opened the restaurant there was already name recognition and demand.
Rita: The food truck didn't necessarily prepare me for this, thirty years of being in the hospitality industry did most of that. However, using the Food Truck to get to know our clientele/demographics and their likes/dislikes is helping in our atmosphere and menus.
Will you keep your food truck operations now that Boxcar has a physical location?
Brett: It was always my intention to be a food truck company and expand into multiple units and concepts. Now that I see how much more control of our product and brand we can have in a brick and mortar (as well as how much easier they are to operate) my focus is more on the restaurant side of things. I think we will always operate at least one truck because it is profitable, but more than that, it is a great way to meet new customers.
Rita: Yes, having multiple revenue streams and using the truck as a means of marketing will only benefit us in the long run.
What has been the most rewarding part of your experiences?
Brett: Before anything else, I identify as a cook. Even though we just make burger, the best part of the business is when someone comes up to me and says how much they loved the food. I am in this business to feed and take care of people, and that is what fuels the whole company.
Rita: All the positive feedback, great support from the community and meeting and making new friends.
What advice do you have to someone considering starting their own food venture?
Brett: As someone with 25+ years in hospitality, I tell people all the time that I was surprised how much work goes into operating a food truck. People see us and think being open for 4 or 5 hours a night means that we have a short day, but it really isn't the case. Shopping, prepping, maintenance, and traveling to the venue really add up. Even coming from the restaurant business, food trucks are a grind.
That being said, ultimately they are a lot cheaper to open and go into business than a brick and mortar, and owners have a lot more flexibility and control over their schedules. I know its cliche, but my advice for either is to run your numbers the best you can, then double the amount you think you need.
Rita: Strap in, you're in for a ride!
Interested in starting a food truck, restaurant or other business in The City of Frederick?
Contact the City’s Department of Economic Development at 301-600-6360 (business@cityoffrederickmd.gov) to discuss your business concept and get connected with local resources to make your dream a reality.