The Reality of Food Trucks and Markets | Born & Raised Waffles

The Reality of Food Trucks and Markets

Back when I traded at artisan markets, I loved it. The smell of fresh waffles in the air, the buzz of people exploring stalls, and the community spirit that made those early mornings worthwhile. But behind every successful market day was a mountain of unseen work, risk, and dedication that most people never see.

At Born & Raised Waffles, we have experienced both sides. The joy of markets and the stability of private and corporate bookings. After years on the road, we have learned that the key to a sustainable food truck business is not just about showing up; it is about choosing where and how you trade.

The Early Morning Grind

Ask any market trader and they will tell you: the day starts long before the market opens. For us, it was often a 5 am start. Mixing dough, prepping toppings, loading the van, and making sure every detail was ready to go. That was before driving to the venue, setting up, and facing a full day of service.

It might look like a simple setup from the outside, a cheerful food truck serving happy customers, but behind the counter is a team that has been up since before dawn, running on caffeine and determination.

Those early mornings can be rewarding, but they take a toll. When the wind is howling and rain lashes against the van, you start to ask yourself, is it really worth it?

The Hidden Costs of Market Trading

Market life is not cheap. Each event comes with its own pitch fee, power cost, fuel expenses, insurance, stock waste, and often staff wages. Add to that the cost of travel, signage, and unexpected repairs, and suddenly that £500 day does not seem so profitable.

We used to measure success by how busy we were. The longer the queue, the better the day, right? But experience taught us that turnover does not equal profit. Once you factor in costs, some weekends barely covered expenses.

That is the reality for many in the food truck world, especially at smaller artisan markets or local fairs where footfall can fluctuate wildly depending on the weather. A single bad weekend can set you back weeks.

When the Weather Rules Your Business

Markets are unpredictable. You can plan for weeks, prep your ingredients perfectly, and promote your stall across social media, only for the weather to ruin everything.

Rain means fewer customers. Wind means broken gazebos. Heat means melted chocolate sauce. Even the best-laid plans can crumble when nature does not cooperate.

And it is not just the weather. Event cancellations, low visitor numbers, and poorly organised venues can all cut into your income. You might have invested hundreds of pounds and dozens of hours for an event that ends up costing you more than you earn.

That is why so many food truck owners, including us, started looking beyond the markets for something more predictable.

Private and Corporate Events: The Game Changer

After years of market trading, Born & Raised Waffles began focusing more on private and corporate bookings. That is where the magic really happens.

Corporate events, weddings, staff parties, and product launches offer stability, consistency, and guaranteed income. You know your numbers before the van even leaves the yard. There is no guessing how many people will show up because the client has already booked and paid.

These events allow you to plan better, manage stock efficiently, and deliver your best service without the uncertainty of market crowds. Private clients often appreciate quality over quantity, meaning you can charge fairly for your expertise and presentation.

And there is something special about seeing a bride and groom enjoying your waffles on their wedding day or an office full of smiling faces at a corporate event.

Building a More Reliable Food Truck Business

Markets are a fantastic starting point. They build awareness, introduce your brand to new audiences, and teach you valuable lessons about customer service and speed. But as your food truck grows, diversifying your income streams becomes essential.

Private and corporate bookings give you more control over your schedule and income. Instead of relying on market organisers or unpredictable weather, you work directly with clients who value your service.

It is not just about chasing more bookings; it is about building a business model that works smarter, not harder.

• ✅ Guaranteed income with no surprises on the day.
• ✅ Better planning with clear headcounts and set menus.
• ✅ Higher profits thanks to fewer hidden costs and less waste.
• ✅ Repeat clients from companies and wedding planners who trust your reliability.

If you are a food truck owner wondering how to grow sustainably, this shift can be a game changer. And if you are looking to book a food truck in Northern Ireland for your next event, we would love to bring our signature Belgian waffles to your guests.

Community and Connection Still Matter

Even with the shift toward private and corporate work, markets will always hold a special place in our hearts. The laughter, the chats between traders, the smell of street food filling the air, that is the soul of the food truck world.

There is a bond between traders that is hard to describe. We have shared tools, ingredients, advice, and even fuel when someone was caught short. It is more than business; it is community.

So the next time you are at a market, take a moment to support those traders. Buy something small, share their post, or simply offer a kind word. It means more than you think.

Balancing Passion and Profit

Running a food truck is a dream for many. The freedom, creativity, and connection with people are unmatched. But it is also demanding. Balancing the joy of the job with the reality of profit margins takes discipline and strategy.

That is why we encourage every food truck owner to think long-term. Markets can launch your brand, but private and corporate bookings can sustain it. Together, they create a balance between visibility and profitability.

At Born & Raised Waffles, we have refined our approach over the past decade. We have built a brand that thrives at both public and private events, and we would love to help others do the same.

Looking Ahead: The Future of Food Trucks

The food truck scene in Northern Ireland is evolving fast. More businesses are embracing mobile catering for events, while customers are seeking unique, high-quality food experiences.

Trucks that adapt by offering bespoke menus, online booking options, and consistent service will continue to thrive. Those that rely solely on market footfall may struggle as event trends shift.

So whether you are just starting or looking to grow, the message is clear: diversify your approach and invest in the parts of your business that bring the most value.

Frequently Asked Questions

Final Thoughts

Food truck life is full of highs and lows. The early mornings, the unpredictable weather, the hard work, it is all part of the journey. But it is also filled with joy, connection, and the satisfaction of bringing smiles to people’s faces.

If you are planning a wedding, corporate event, or private gathering, consider supporting a local food truck. And if you are a trader, remember that while markets build awareness, private and corporate events build stability.

At Born & Raised Waffles, we have learned that success is not just about the busiest market or the biggest queue. It is about balance, sustainability, and serving joy one waffle at a time.