Struggling with a Food Truck Name? How to Find Yours.

keep calm, truck onWhat’s in a name? Quite a bit if you’re in the mobile food business. After all, the name of your truck will play an important role in formulating that critical first impression with potential customers. When someone hears about your food truck they will immediately form subconscious judgements about the cuisine on your vehicle, your personality, and other ideas on what it might be like to dine at your mobile restaurant.

So… Still struggling to find a name for your food truck? This article should help you out. We’ll share a few ways you can be strategic about the name of your food truck and include some real-life examples of businesses that employed similar methods to title their own business.  Ready? Let’s go!

Tell People Exactly What You Serve

Prospective customers will make prompt decisions about whether or not to eat at your stand. In fact, many will invest less than a couple second determining where to invest their lunch dollars. Make sure you don’t select a name that confuses people. One way to ensure people are clear what you do is to name your food truck after the featured nearby item. It’s simple, but it works. Here’s what we mean.

A couple businesses that have pulled this off successfully include The Grilled Cheese Truck, a franchise based out of Southern California, and The Bacon Truck out of Boston. When you hear or read these names there’s nothing ambiguous about it. You know exactly what you’re getting into when you visit these trucks. It might be obvious, but there are plenty of examples of food trucks successfully using strategy to name their truck. As long as your able to execute well on the food item of choice this can be a simple and effective way to come up with a name.


Another way to grab attention for your truck is to express a bit of your personality. One of the best (in our opinion) in the business at this is Hey!… You Gonna Eat or What? based in Austin, Texas. I mean seriously… When you hear this name you’re pretty much obligated to at least look at the menu. Of course, Hey!… You Gonna Eat or What? is much more than just a catchy name. They’ve won numerous food truck competitions based on the quality of their food as well. A catchy name can help capture the imagination of a potential customer, but the food is what’s going to keep them coming back.

Get Nostalgic

motley crue

Nostalgia is a power emotional tool. It has the power to take us back to the simpler times of our youth or depending on who you talk to bring back bad memories of high school they’d rather forget.  But, if you can find a way to tap into nostalgia appropriately it can lead to a powerful promotional advantage. Take for example Motley Crews Heavy Metal Grill based out of the Twin Cities in Minnesota, who have capitalized on the power of 80s rock to help capture the imagination of their fans. At, we’re still waiting for that special someone to come out with a Backstreet Boys inspired food truck to relive our high school glory days.

Use Your Computer

Finally, in case you haven’t heard, there’s this thing called Google that can really help you with a lot of stuff. After a few quick searches we here at the team found that there’s a handy post over at that directs you to 10 different online tools that will (almost) automatically come up with a memorable brand name without the need for any imagination. Why waste time trying to be clever when you don’t have to?

Finally, while it certainly helps to understand branding in food truck space, you’ve still got to get the basics right if you want to be successful longterm. Serve great food and make sure you can get that product out the window fast. And if you’re really serious about starting a food truck, be sure to check out this article on writing a business plan. It’s one of the most important steps you can take to set yourself up for success.




About Support Staff

Brett Lindenberg is the founder of Food Truck Empire and Food Empire Pro. Brett's mission is help to entrepreneurs start and grow profitable food businesses. Since 2014, Brett has interviewed over 100 entrepreneurs on the Food Empire Pro podcast and written hundreds of blog posts on all aspects of food business. Brett has been quoted in media outlets like Entrepreneur Magazine, CNBC, and The Washington Post.