Why Your Food Truck Isn’t Getting More Private Bookings (and it’s not your menu)
You can have incredible food, a spotless setup, and the friendliest crew in town, yet still struggle to land private bookings for corporate events, film shoots, and weddings. If that sounds familiar, the issue is rarely your food. The real blocker is how easy it is for event planners to find you and book you. In other words, visibility and clarity decide who gets the enquiry first.
What event planners actually do when they need a truck
When a corporate organiser, wedding planner, or location manager needs catering, they do not browse social feeds for long. They go to search engines and type the most obvious terms, for example “food truck Belfast”, “mobile coffee van Dublin”, or “wedding catering Northern Ireland”. If your truck does not appear, or your listing looks vague or hard to contact, they will move on to someone who is clearer and easier to book.
Clarity beats creativity
Social media posts and great photography matter, but they only work if people can immediately understand what you do, where you serve, and how to book you. The goal is not only to impress, it is to remove friction. Make the route from discovery to enquiry as short and obvious as possible.
Build a simple booking pathway
Create a short journey that anyone can follow without thinking. A typical pathway looks like this:
- Search result or social post leads to your website or booking page.
- Service overview explains event types you serve, typical numbers, and sample menus.
- Coverage area states your town or city, travel radius, and any travel charges.
- Availability and pricing guidance provides minimum spend, packages, or a realistic range.
- One clear action such as “Enquire Now”, “Check Availability”, or “Get a Quote”.
Five website essentials that increase private enquiries
- Clear hero message: one sentence that says who you are, what you serve, and where. For example, “Wood-Fired Pizza Truck for Weddings and Corporate Events across Greater Belfast”.
- Coverage map or list: tell people exactly where you travel. Mention counties, cities, and common venues if relevant.
- Event specific pages: one page each for Weddings, Corporate, and Film. Speak to the unique needs of each audience and show relevant photos and testimonials.
- Fast enquiry form: collect only what you need. Name, email, phone, date, location, guest estimate, service type, dietary notes, and a text box.
- Mobile first design: most planners are on phones. Buttons must be obvious, forms must be short, and contact details must be tap to call.
Google Business Profile, still the lowest lift for high intent leads
For local discovery, Google Business Profile remains a major driver of private bookings. Ensure you have:
- Accurate NAP: name, address, phone consistent with your site and socials.
- Primary category that matches what you do, for example Food Truck or Caterer.
- Service area that reflects your realistic radius.
- Event photos that show you in action at weddings, corporate sites, and film sets.
- Reviews that mention event types and locations, for example “corporate lunch in Dublin for 120”. Keywords inside reviews can help future buyers trust you faster.
Pricing guidance without publishing a full rate card
You do not have to reveal every number, but you should guide expectations. Share a typical minimum spend or a price range for common scenarios. This filters out poor fit enquiries and attracts buyers who understand your value.
Testimonials and proof that matter
Quality reviews reduce risk for planners. Use short, specific quotes that highlight reliability, speed, and guest feedback. If permitted, use the client or venue name. Add a simple caption that explains the context, for example “Corporate summer party, 180 guests, 2 hour service window”.
Photos that sell bookings, not just food
- Setup and service flow: show queue management, dual service windows, or pass through points.
- Scale: include wide shots that show you serving large groups, not only close-ups of food.
- Access and logistics: an image that shows you fitting into a venue courtyard or navigating a tight lane helps planners imagine your truck on site.
- People: smiling guests, engaged staff, and a clean service area signal professionalism.
Social content that drives enquiries
Use social to answer the questions planners already have. Rotate these educational formats:
- “How we serve 150 guests in 90 minutes”: a short reel with steps and timestamps.
- “Corporate booking checklist”: headcount, power, access, signage, service time.
- “Wedding menu tips”: fast items, vegetarian and gluten free options, late night service.
- “Film set day in the life”: punctuality, hot drinks, varied service windows.
- “Before and after”: empty courtyard to full service in 20 minutes.
Speed and responsiveness win the job
Private bookings often go to the first provider who replies with a clear yes or a helpful alternative. Set up an email template and keep it friendly, short, and decisive. If you are not available, recommend a different date or a smaller menu that fits the time window. Aim to reply within the hour during business time, and set an auto response that promises a follow up within 24 hours.
A simple enquiry form you can copy
Keep fields minimal so more planners complete the form. Use this structure:
- Name, email, mobile
- Event type, for example Wedding, Corporate, Film
- Date and service window
- Location or venue, including postcode
- Estimated guests
- Notes, for example dietary needs or power access
After submission, send an automatic confirmation that repeats their details and explains next steps, for example a call within one business day.
Common mistakes that secretly kill bookings
- No service area stated: planners assume you do not travel to them.
- Only food close-ups: looks delicious, but gives no sense of scale or logistics.
- Mixed contact details: different numbers or emails across platforms create doubt.
- Slow site: if your page takes more than a few seconds to load on mobile, people leave.
- No availability signal: if your next month is open, say so. If you are filling fast, say so.
Key metrics to watch
- Website enquiries per week: your main health signal.
- Conversion rate: enquiries to confirmed bookings.
- Time to first reply: faster replies often win competitive dates.
- Top search queries: track the exact phrases people use to find you, then mirror that language on your site.
Quick checklist
- One sentence that explains who you serve and where.
- Dedicated pages for Weddings, Corporate, and Film.
- Clear coverage area with a travel radius.
- Guideline pricing or minimum spend.
- Testimonials and photos that show real events.
- Fast enquiry form and obvious contact buttons.
- Google Business Profile set up with accurate details and recent photos.
Frequently Asked Questions
Do I need a full website, or can Instagram be enough?
Instagram is great for discovery and trust, but a website gives you control, speed, and clarity. Event planners want a quick way to check coverage, capacity, and contact details. A basic one page site with a strong enquiry form can outperform a busy social feed because it removes friction and makes the next step obvious.
Should I publish my prices?
You can choose a middle ground. Publish a minimum spend or a typical range for common event types. This sets expectations, saves back and forth, and keeps room for custom quotes when details are confirmed.
How many testimonials do I need?
Three to five high quality, specific testimonials are better than a long list of generic praise. Choose quotes that mention event type, guest numbers, reliability, and guest satisfaction. Include first names and, if permitted, the venue or company name.
What photos help me win private bookings?
Show the experience, not only the food. Include wide shots of your truck serving a crowd, your team in action, and your setup at real venues. Add simple captions that give context, for example “Company summer party, 180 guests, two hour service window”.
Is Google Business Profile worth the effort?
Yes. It helps you appear in local search for high intent queries, and it shows reviews, photos, and contact options in one place. Keep your information accurate, upload fresh event photos regularly, and ask clients for reviews after each private booking.
How fast should I respond to enquiries?
Within one business hour is ideal. If you cannot reply fully, send a short acknowledgement that confirms you received the details and that you will follow up. Quick replies often win dates that have multiple vendors in the running.
What should my enquiry form include?
Keep it short. Name, email, phone, event type, date, location or venue, guest estimate, and notes. Long forms reduce completion rates. You can collect menu preferences and finer details once you are in conversation.
How do I show my coverage area without confusing people?
Use a simple line that states your base and radius, for example “Based in Belfast, serving within 60 miles, travel fee may apply”. If you regularly visit specific towns or venues, list them. This prevents off area enquiries and builds trust with local planners.
What is the best time to post educational content for bookings?
For many food and hospitality audiences in the UK and Ireland, Tuesday to Thursday evenings perform well, and Sundays early evening can also work. Your own insights should guide the final choice, since every audience behaves differently. Focus on consistency and quality rather than chasing a perfect time.
How do I turn one event into more bookings?
Ask for a review, post a short recap with context, thank the organiser, and invite referrals. Keep your enquiry link visible in captions and stories. Make it effortless for someone who enjoyed the event to share your details with a colleague or friend.
Final takeaway
Your menu gets attention, your process wins the booking. Make it easy for people to understand what you do, where you serve, and how to enquire. Focus on visibility in search, a simple website, strong proof, and fast replies. Small improvements in clarity can create a steady pipeline of private work all year.
