If Gene Simmons had a school of marketing, Marty Richie owner of the Motley Crews Heavy Metal Grill would be the professor. Richie understands the importance of grabbing people’s attention. After all, prospective customers get the first impression of a food truck with their eyes… not mouths.

Less than a year ago Richie was employed in corporate America wearing a suit and tie five days a week. While still employed, Richie and his partner Lisa launched a food truck that they operated on the weekends. As the business started to build momentum, Richie eventually decided to hang up the tie for the last time and start dedicate all of his time to creating food that rocks.

This interview covers a lot of ground. Marty shares the first events he parked his truck at, including breweries and a zombie pub crawl. Over the course of the show we get into how he funded, designed, and launched his food truck and why he recommends getting into the mobile food business part-time at the beginning.

What You’ll Learn in This Episode

  • How Marty funded his food truck through a combination of 401K savings, a tax return, family members, and a little plastic.
  • The difficulty of securing a bank loan for a food truck, even with great credit.
  • The business and marketing principles you can learn from the rock band KISS
  • Why you should never cancel a gig, even when something better comes along
  • The pros and cons of working with event planners to book events
  • Why you shouldn’t quit your day job (right away) to start a food truck

Mentions During the Show

MotleyCrews.com – This is the official website of the Motley Crews Heavy Metal Grill food truck. Check out tour dates, the unique story behind the truck, and just like any legit touring band they’ve got t-shirts for sale!

@MotleyCrews – Follow Motley Crews on Twitter.

8 Michigan Food Trucks Win State Grants – This is the article I referenced during the podcast. I’m trying to get in touch with some of the food trucks that won this grant for an interview. Hopefully, they can provide some insight on how to find out if similar funding is available in your state.

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Quote of the Show

The secret to success is to offend the greatest number of people. Marty Richie, quoting Gene Simmons, who was quoting someone else.

What’s on Tap for Next Week

Next week, we’ll be covering a topic that many mobile restaurant owners would rather not think about… insurance. Regardless of whether or not you enjoy it, you still need insurance to protect your business and legally operate. Next Friday, I’ll speak to an expert about specific ways to lower your rate and why you should never need to pay for a certificate of insurance.

I hope to see you again next Friday morning!

Want to start your own food business?

Hey! 👋I’m Brett Lindenberg, the founder of Food Truck Empire.

We interview successful founders and share the stories behind their food trucks, restaurants, food and beverage brands. By sharing these stories, I want to help others get started.

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