013 · Mobile Coffee Shop

The vast majority of men and women on this planet love coffee (or tea). Some are even totally addicted to it. The idea would be to go around with a mobile coffee truck and offer them a good coffee with, why not, a little delicacy as a bonus, wherever they are outside. Of course, this requires some investment, as you need to buy the vehicle and equipment, but there are options to limit it. Moreover, by choosing the best strategic locations, this activity can prove to be very profitable. Let’s look at the key points to turn this idea into a thriving business.

• Here's the program
• Introduction
• What’s the Idea?
• What products can you offer??
• Find the perfect locations
• Promoting your business on social media
• How much does it cost?
• What about the juice in all this?
• Administrative matters
• Tips and tricks
• Conclusion
• EcoTips
• Pros and Cons
• Information recap

Introduction

How many times have I stood in a line for an interminable time and looked around for a coffee machine? Many times, certainly. I would have paid a lot of money (not too much either) to see a mobile coffee seller passing by.

Curiously, you can find a lot of them in Asia and South America, but almost none in the Western countries. However, the few testimonies I have read on the web are rather positive. Some people who have tried the adventure in Europe or in the US are even very successful.

What’s the Idea?

The idea is to convert a motorized or non-motorized vehicle (electric tricycle, motorcycle van, pick-up truck, rickshaw, trailerable kiosk, etc.) into a mini coffee bar, install a real “espresso” machine and go to busy places. We need to go and find the aficionados of this black nectar where they are, outside, but especially where there is no (or little) offer.

For the vehicle, it’s important to carefully consider the configuration before starting. The space you have will determine the type of coffee machine you can use, as well as the number of products you can offer. Think about the interior layout to optimize efficiency, because every centimeter counts.

For example, a spacious van could allow you to install a small refrigerator for fresh products and a storage area for cups, while a tricycle would need to prioritize compactness and ease of access. So, it’s all about choosing your vehicle based on your budget and business goals.

Example of a tricycle converted into a mobile coffee shop. Photo: Pixabay

What products can you offer?

In addition to the great classics such as latte, macchiato, cappuccino, americano, caramel, hazelnut or chocolate flavored, etc., without forgetting the varieties of tea (green, black, red fruits, rainbow, or whatever), you could offer some extras (the delicacies that I mentioned in the introduction). You have the choice: cupcakes, piece of pie, French pastries, cookies, chocolates, etc. Also offer some original products? People love novelty (especially if it looks good on the picture), and they easily succumb to a sweet delight. And why not make all this yourself with your partner, so that it costs less? And what about soft drinks, fruit juices, ice creams? Well, it’s up to you. I’m just throwing out ideas.

On the other hand, the variety of choices you offer depends, of course, on the space you have. The more you have, the wider the choice can be, but don’t think too big from the beginning. Maybe start small and see what works and what doesn’t. If you walk around with a supermarket on your back, you might lose mobility. No, focus on what sells best and leave the other stuff. Think about maximizing the business’s revenue from the start.

Regardless of the products you choose to offer, never forget that quality is a key factor in building customer loyalty. In the beginning, it will be tempting to choose the cheapest products to maximize profits, but this can be a disastrous calculation for your business. The best approach is to always have your products taste-tested by those around you before offering them to customers. It’s not about choosing the most expensive, but finding a balance between quality and profitability.

On the other hand, quality isn’t just about the ingredients. It’s also essential to consider the overall experience you offer. A coffee of average quality can be elevated by warm and attentive service. A sincere smile and a pleasant conversation can often make up for an imperfect product. Human connection is often what brings customers back, much more than the drink they purchase (unless your coffee is really bad 😅).

Also, think about how you could surprise and retain your customers. For example, why not experiment with local flavors or more exotic ingredients that aren’t commonly available in traditional cafes? Unique recipes could become your signature, drawing in a curious and loyal clientele.

Lastly, consider the presentation of your products. A simple detail, like an attractive garnish on a latte or personalized packaging for treats, can make all the difference. The way you present your products is an extension of your brand, and paying attention to these details can transform a simple sale into a memorable experience.

Make your own cookies! It’s easy to do, inexpensive and people love them, especially with a good espresso.

Find the perfect locations

The location of your mobile coffee shop is undoubtedly one of the most important aspects to ensure the success of your small business. There is no shortage of places where the demand is potentially the highest, and therefore, favorable to this activity: front of administrative buildings, shopping streets, festivals, concerts, exhibition halls, beaches and parks in the summer (think of the stock of ice for coffee and iced tea), tourist places, train and metro stations, the local market, etc. The choice is yours. Again, where there are people, there will be money to be made.

And if your coffee truck has an original look, you could very well develop a form of partnership with a company specialized in the creation and management of events. I admit that I’m getting ahead of myself, but it’s certainly something to think about. Otherwise, go directly to the organizers to try and secure a prime spot.

Make sure to stay flexible and adjust your daily itinerary based on demand. Listen to customer feedback, observe where foot traffic is heaviest at certain times of the day or year, and adapt accordingly. The ability to move quickly and set up where demand is highest is one of the main advantages of your mobile coffee shop, don’t forget that.

Lastly, to increase your visibility, look for locations that aren’t already saturated with similar offerings. Pay attention to local trends and don’t hesitate to explore less conventional areas where you might surprise and attract a new clientele.

The Rolls-Royce of coffee machines. It’s robust, produces absolutely delectable coffee, but has two drawbacks: It’s expensive (but you can find them second-hand), and above all it takes up a lot of space.

Promoting your business on social media

Yes, social media can give a significant boost to your small business. Mobile coffee shops have a charming appeal, so why not make the most of it? To do this, focus on capturing unique and genuine moments that truly represent the essence of your activity. Get into the habit of photographing your drinks, pastries, and even the atmosphere around your coffee shop. A beautiful image can say a lot about the quality of your products and the experience you offer.

Create content tailored to each social media platform and its specifics. Instagram, for example, is perfect for sharing photos and stories, while Facebook allows you to build a true community around your brand. TikTok, on the other hand, could let you share short, dynamic videos showing the preparation of your coffees or the setup of your coffee shop in different locations. The goal is to create content that catches the eye but also encourages your followers to come and taste your creations in person.

Also, encourage your customers to share their own photos of your products using a specific hashtag for your coffee truck. This will increase your online visibility, but also create a sense of community and loyalty among your customers. The more involved they feel, the more likely they are to return and talk about you to their friends. By cultivating this online presence, you’ll turn your social media into a powerful marketing tool, capable of generating word-of-mouth and attracting new customers.

How much does it cost?

The investment can be relatively high if you want to start directly with a motorized vehicle and a real Italian coffee machine. But if your starting budget is really tight, you can very well begin with a tricycle that you will have fitted out yourself and a second-hand coffee machine, or even a simple pod or capsule type machine? In any case, there is no point in going into debt before starting this activity because you have no guarantee that it will work. See what works and what doesn’t, and adapt as you go along.

According to my calculations, to start in an optimal way, meaning by finding a good compromise between the vehicle and the coffee machine, you could get by with about 3500$. With this money, you can buy an electric rickshaw (I’ve seen some for less than 2000$ on the Internet), a really good second-hand espresso machine (about 600$), plus the purchase of a blender, a mini-fridge, cups and other small equipment.

Of course, the cost isn’t limited to just purchasing equipment. You also need to budget for initial supplies, such as coffee, milk, syrups, and other ingredients necessary to start serving your customers. In addition to products, consider consumables like cups, lids, napkins, as well as packaging costs if you’re offering pastries or snacks. It’s also wise to set aside a small reserve for unforeseen expenses, as additional costs can quickly arise, whether for minor repairs or adjustments to your equipment.

Another expense not to overlook is related to administrative procedures. Obtaining the necessary licenses, insurance, and possibly renting strategic locations at major events can add to your costs. Depending on the region where you operate, these fees may vary, so it’s crucial to inquire in advance to avoid any unpleasant surprises.

Finally, be sure to include a marketing budget. Even with a good location and excellent products, you’ll need to get the word out about your coffee shop. This can include expenses for creating promotional materials, managing social media, or even special promotions to attract your first customers.

Use recyclable or compostable materials for your cups, stirrers, carrier bags and other packaging to minimize the environmental impact of your business.

What about the juice in all this?

Well, yes, all this equipment will need electricity to work. Don’t panic because there is a solution to any problem. In fact, all you have to do is to connect the pedals of your rickshaw to a dynamo, and then you will just have to raise it slightly, then pedal energetically in the vacuum just long enough for the machine to finish working. Can you visually imagine this? I can, and I’m laughing my ass off 😋.

No, more seriously, there are two cases. In the first one, you will have found a fixed location to rent during an event, for example, and there are chances that the city will put an electric terminal at your disposal. Otherwise, if you have chosen the mobility option, two or three good batteries should do the trick. And then you’ll tell me that the machine will probably need more than 12 volts to work. That’s true, but as others have already done, I suppose there is a solution to that (electrical converter? If there is an electrician out there, could they shed some light on this).

Another option to consider is using portable solar panels to supplement your energy source. It represents an additional initial cost, but it can reduce your reliance on batteries and electric stations while adding an ecological argument to your business. That said, the effectiveness of solar panels will obviously depend on weather conditions and the feasibility of installing them on your vehicle.

Finally, always make sure to have a backup plan in case of a power outage. This could be as simple as a backup coffee machine with lower energy consumption or an agreement with a neighboring business for temporary access to an electrical outlet. Better safe than sorry, especially when your business relies so heavily on energy to operate.

A trailer usually offers a lot of space and costs less than a van, but you still need a vehicle to move it. Photo: Michael Trolove

Administrative matters

I mentioned it in a previous chapter, but it seems important to emphasize that before starting anything, it’s essential to focus on administrative aspects. These steps may seem tedious, but they are indispensable to ensure your business is compliant with the law and to avoid any legal problems that could arise.

First, you’ll need to obtain the necessary licenses and permits to operate a mobile business. These authorizations vary from one region to another, and it’s important to contact local authorities to know the specific requirements for your area of operation. This often includes a mobile business license, a parking permit for the areas where you wish to set up, and sometimes even a special permit to sell food and beverages.

Next, don’t forget to subscribe to insurance adapted to your activity. Professional liability insurance is essential to protect you against any damage you may cause to third parties in the course of your business. If you employ staff, you will also need to take out specific insurance to cover work-related accidents.

It’s also necessary to comply with food hygiene and safety standards. This may involve specific training on good hygiene practices or even obtain certification, depending on local requirements. Your equipment must also comply with current standards, particularly concerning the storage of perishable goods and waste management.

Finally, make sure to keep your accounting records well. Even if your business starts on a small scale, you need to keep track of your income, expenses, and taxes. Rigorous financial management will help you monitor the profitability of your business and meet your tax obligations. You might consider hiring an accountant to assist you, especially if accounting isn’t your strong suit.

These steps may seem heavy and even tedious at first, but they are essential to secure your business and ensure its longevity. Once these administrative aspects are well established, you can focus on what really matters: offering good coffee and pleasant moments to your customers.

If you can also provide a few small tables and chairs for your customers, you’ll create a welcoming space where they can linger and fully enjoy their coffee break.

Tips and tricks

To wrap up this article, here are some tips that should help maximize your chances of success with your mobile coffee truck.

• Testing the route in advance: Before starting, test your route to identify the best locations and the most suitable times. This will help you adjust your schedule and avoid poorly frequented or hard-to-access areas.
• Creating a loyalty program: Even if you’re mobile, it’s possible to retain your customers by offering them a digital loyalty card accessible via a mobile app like Stocardapp, Loopy Loyalty or Passkit. Each purchase could earn them points or a virtual stamp, offering a free drink or a discount once the card is filled.
• Optimizing vehicle organization: Use stackable storage boxes and wall hooks to maximize space in your vehicle. This will help keep your tools accessible while maintaining a clean and organized space, which is essential for efficient work.
• Adapting the offer to the events: Be attentive to the specifics of the events where you set up. For example, at a music festival, offer energy drinks or light snacks. At a Christmas market, focus on comforting drinks like hot chocolate, mulled wine, and spiced coffee.
• Practicing psychological pricing: Offer your products at slightly lower prices than round numbers (e.g., $2.90 instead of $3). This small difference can encourage customers to buy, as the perceived price seems lower.
• Installing a dynamic display panel: Use a blackboard or LED panel to display your menu and special offers. This attracts attention but also allows you to easily modify prices and daily offers based on stock and customer preferences.
• Preparing an emergency kit: Set aside a small stock of change and extra supplies in a secure area of your vehicle. This will prevent you from being caught off guard in case of heavy traffic or a breakdown of your electronic payment systems.
• Using reusable packaging: Offer your customers reusable cups they can buy and bring back for a discount on future purchases. This can also include bags for taking snacks away. It’s an eco-friendly solution that retains your customers while reducing waste.
• Collaborating with other food trucks: Form partnerships with other food trucks or mobile businesses. You could organize events together, create combined offers, or simply help each other attract a larger clientele.
• Setting up a feedback loop: Install a small suggestion box on your counter or encourage feedback via social media. This feedback will provide you with valuable ideas to improve your service and meet your customers’ expectations.

One of the cheapest solutions, but space is at a premium.

Conclusion

Voilà! We’ve covered the key points of this idea, such as vehicle setup, product selection, cost management, marketing strategies, and administrative procedures. Each aspect was accompanied by concrete advice to help you face potential challenges and optimize your business. From choosing strategic locations to using social media, and emphasizing product quality, this article provides a solid foundation to start with confidence.

For this adventure to be successful, it’s important to stay flexible, listen to your customers, and pay attention to even the smallest details. The key is to invest fully in your project with passion and perseverance, while remaining open to the evolving expectations of your clientele. As for the future of this activity, it will depend on your ability to innovate and adapt to emerging trends.

What about you? What do you think of this idea? Have you ever considered starting a similar project? What attracts or holds you back in this adventure? Feel free to share your thoughts and experiences in the comments.

Bonus

I can’t finish this article without showing you this little gem, which is a little dated, but still tasty (It is in French but you can activate the subtitles). 😁