From Food Truck to Gas Station -- What Setting Goals Can Do for You!

Blackened fish w/ shrimp and sausage jambalaya

In 2022, Chef David—owner of Krack Kitchen—reached out for help marketing his food truck. He had seen massive success at a local food truck park, pulling in an impressive $35,000–$40,000 in monthly sales. But when that park shut down, so did his sales.

If you know me, you know I’m all about going after your money. So when he called, I listened. I learned more about his background and created a custom plan to get him back on track. Here's Chef David’s story:

How He Started

Before we met, Chef David was the Executive Chef at Shell Oil Corporation (yes—the gas station). He was responsible for preparing meals for the C-suite: the CEO, CFO, CMO, and other top execs. That alone speaks volumes about his culinary skills.

How We Met

Chef David connected with one of my other clients and asked if I was the real deal. After getting the green light, he reached out, and we had our first meeting in May 2022. During that conversation, he made one thing very clear—he didn’t want to be on a food truck forever. His goal was to eventually run a small kitchen where customers could simply grab and go. I created a marketing strategy tailored to that vision. His part? Stick to the plan and trust the process.

How It Went

Thanks to his background, Chef David can make anything taste amazing. So when corporate clients called asking for a chef to handle holiday catering for 300 people—with needs ranging from vegan to gluten-free to celiac-friendly—I knew exactly who to call.

Over the years, I’ve booked Chef David for events with law firms, energy companies, Walmart—you name it.

Where He Is Now

Last year, Chef David secured a fantastic deal with a local gas station. What started as a modest 3 PM–9 PM operation quickly expanded thanks to DoorDash orders and increased walk-in traffic. His sales are phenomenal—so much so that he’s already looking to expand again. He’s officially outgrown the gas station kitchen.

Here's a quick clip of me recording him during a corporate client tasting.

The Takeaway

There’s no one-size-fits-all approach in the food truck industry. Some want multiple trucks, others dream of moving into a brick-and-mortar space, and many are content with just one.

Chef David’s journey is a reminder to set SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) and work toward them every single day.

Success doesn’t happen by chance. It happens by planning and execution.