Multi-Unit Franchisee Magazine Issue IV, 2011 | Page 65

“It takes fewer employees to run the truck,” he says. And did we mention it also eliminates the costs of building and maintaining a restaurant? (The average initial investment to open a Gandolfo’s restaurant ranges from $259,300 to $399,200.) For now the truck model suits him just fine. Dallas law requires Wolken to lease space in a central commissary where he cooks and prepares food each morning before loading up the truck and heading out on his runs. He has used Google Earth to identify promising high-rise and office building areas. He then looks for private property owners nearby that will allow him to park. “I’ve discovered that you can’t jump around all the time. You have to identify good spots and then show up regularly,” he says. with a franchise brand, Wolken says most of his customers see him just like a “mom and pop” operator, and he uses that to his advantage. “I look to create a very personal relationship with my customers,” he says. “We are not an impersonal cookiecutter mega brand.” Wolken says there’s even a kind of kinship among fellow mobile truck operators. “We can actually work together. Right now I’m considering teaming up with a shaved ice truck: I offer the lunch and he offers the dessert, all in one stop.” The general public is in love with the idea of mobile food trucks right now, says Wolken. “As a franchisee, trucks provide an affordable and scalable way to grow your business. It’s been a profitable decision for me.” Wolken serves up his goods Monday through Friday while still managing to clean the truck and see to administrative tasks. He often takes the truck out on weekends to events and festivals. Although he is glad to be associated ORGANIC…the new GROW way to grow! organic 50,000 + pages of quality franchising.com content delivers fresh prospects to you … candidates actively searching for the right franchise opportunity. Top 5 rated – Only content-driven site ranked in eMaximation’s July FranchiseBenchmark Report of best ad portals. More lead generation tools – Up to 6 ad pages featuring expanded content about your opportunity, press releases, videos, awards, testimonials and more. TURN ON franchising.com TODAY Accelerate your sales process – Ad options to direct link to your website and activate our click-to-call feature. CALL SHARON at 800.289.4232 ext. 202 or email: [email protected] Free PR service – We post your releases on franchising.com and to 100 online news agencies including Google and Bing. CHECK OUT our upcoming Multi-Unit Franchising Conference! www.mufranchisee.com/2012 Right Market. Greater Results. muf4_f_foodtrucks(56-58,60,62-63)indd 63 Multi-Unit Franchisee Is s u e IV, 2011  63 9/23/11 6:31 AM