Alright – so today we’ve got the honor of introducing you to Nick Kaufenberg. We think you’ll enjoy our conversation, we’ve shared it below.

Nick, thanks for taking the time to share your stories with us today Let’s start with what makes profitability in your industry a challenge – what would you say is the biggest challenge?

Like any business flexibility is paramount to the success of a food truck. Many believe that because we are operating out of a truck our overhead costs are minimal. This is fundamentally false. Yes, they are less expensive than owning a brick and mortar but there are still many expenses required. With the recent rising costs on everything, I have found it difficult to stay relevant while increasing my prices. In my opinion, people typically expect a food truck to not only be convenient and fun but also to be cost effective. Locations to operate have become scarce, the novelty has somewhat worn off and now that truck have become more and more popular, licensing has every city/county/state health dept with their hands out looking for money.
I have had to create menu options that are less expensive to entice a potential customer to stop and look at my menu. Supply chain issues have led to the creation of new menu items as well due to limited availability of many of my products as well.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers

Since I was a child I have had strong penchant for cooking. I would help my parents with both cooking and baking and always wanted to learn more as time went on. After undergrad I decided to realize my dream and attended The Arts Institute to study culinary. I quickly realized the school was inadequate, “chefs” were lazy and disinterested in us as students, and with the advent of cooking shows and YouTube, I could learn on my own without the hefty tuition fees. As I began brainstorming ideas for what I wanted to do in the industry, the market took a hit and I decided to join the Air Force to begin a military career. The military structure and discipline helped shape my work ethic and provided opportunities to see the world. I was fortunate enough to live and work in Abu Dhabi, UAE which allowed me to save enough money to purchase my first food truck.
As I began my market research into the industry I noticed a few things which I knew I could do better than other trucks in the area. First, most of the people working in the truck came off as disinterested in perspective guests. Their heads were down looking at their phones, backs to the street, or simply uninviting to anyone walking by. The first and only truck I visited was because as I walked by the owner greeted me, asked me about my day and why I was down there; he engaged me and that is still my lasting memory and the first food truck I ever followed on social media. Secondly, I noticed there was ONE grilled cheese food truck in the market area and living in Minnesota, grilled cheese are like currency in the winter. I had my idea!
I purchased my truck from a local vendor who is nationally known for building the best trucks in the industry. We created a workspace conducive to the fare I was going to create and I am so happy I spent the money to make sure it was exactly what I wanted in a food truck. I found one of the best employees to join me on my new adventure and together we started hitting the streets. Our personalities were in sync with our approach to customer service, food quality, and cleanliness. Working together was easy and efficient. Because of this, we have been able to be recognized as the “fun truck” and people who visit know that they are going to be engaged in conversation as they order or their questions are going to be answered with enthusiasm and respect. Match this with creative grilled cheese sandwiches and it was the perfect pairing.
The Big Cheese has had to pivot a few times due to Covid, licensing restrictions, and other variables not planned for when we started. We have survived based on the fact that we have not strayed from who we are and the sandwiches we offer. We use a local bakery and a local creamery for our supplies which help create the best sandwiches on both sides of the Mississippi.

How’d you build such a strong reputation within your market?

Our biggest advantage in the market was our originality. Our sandwiches were the first of their kind to be sold out of a truck. Yes, there is another grilled cheese truck in town but they have a much different vision on how to make their sandwiches. We are inventive yet very approachable with the variety and specialty of what we make. Our plain grilled cheese is not plain at all, we have found the three best cheeses to melt together that offers a lot more depth to a grilled cheese that plain American cheese just does not do. As mentioned before, we are personable and fun. Not to toot our own horn but “beep beep” we do customer service better than most. It is incredible how often we hear that not only is the food great but the people in the truck are the ones who really make it a fun experience. And that is exactly what it is, an experience. It’s a tough market these days, there are more trucks operating that ever which gives your average customer a plethora of options. If we can get those potential customers to stop and chat with us, nine times out of ten we can get them to make a purchase. It’s not easy but it is fun and that is very apparent in our truck.

Any advice for managing a team?

Don’t be a controlling boss. I never call my employees, “employees” they are my co-workers. I need them more than they need me and that has become the reality with the job market post Covid. We strategize and formulate ideas on how to handle events, everyone is welcomed to voice their opinion to problem solve or improve the operation. That does not mean I am a pushover and there is zero leadership inside the truck, not at all. I appreciate what my team brings to the table and I want them to enjoy being on the truck, it will resonate deep with the customers and the overall reputation of the truck. Finally, money! I completely understand that not every truck can offer incentives and bonuses, but we are fortunate enough with our success that I am able to do so. Incentivizing my employees to work just a bit harder or a bit longer with cash has profoundly changed the way they approach a work day. If the truck makes more money, they make more money. It’s simple and effective. Each day I try to set a goal to reach and when they do, it means that I get what I need and they get what they’re there to do, earn an income.

Contact Info:

• Instagram: @thebigcheesetc
• Facebook: Thebigcheesetc