I just got a request to critique a hot dog cart setup at a brewery in Arizona. Mary isn’t selling as much as she would like, and she asked for my help. Here’s what I came up with. Your thoughts are welcome too!
Hi Steve,
I bought a 5×8 trailer and took my cart 240 miles up to northern Arizona. The trailer was essential due to the bumpy and long roads.
Unfortunately, I’ve only had limited success. The monsoon season came in which was good/bad, as it cooled the temps but tends to keep people away.
I’m selling Angus beef hot dogs ($3), pork brats ($4) and nachos ($2). I sold slightly more brats than dogs. Sold almost no nachos.
What am I doing wrong?
As always, your ideas are sincerely appreciated!
Mary
+++++++++++++++++++++++++++++
Hi Mary,
I like your cart and the way you have your table set up.
The first thing that stood out to me was your lack of visibility. Your cart kind of blends in with the surroundings instead of standing out. I would put a brightly colored 8 foot banner saying HOT DOGS – COLD DRINKS right in front of your cart. Above it on poles would be even better.
My next question is about foot traffic patterns. Is your cart situated directly in the walking pattern or do people have to go out of their way to get to you? This makes a BIG difference.
I’m also confident that the sign with the words “Nutritious” and “Healthy” is hurting sales. When I read it the first thing that popped into my head was, “Healthy, nutritious hot dogs? Hmmm, they probably don’t taste as good as regular hot dogs. I’ll pass.”
Consider the type of person you are selling to. You are set up at a brewery. Those folks are there to indulge in something tasty and a bit decadent. They don’t want health food. I’d lose that sign.
Overall, your set up looks clean and inviting. Good job on that Mary.
-Steve
OK Slingers, add your thoughts in the comments!
Get Rid of that Umbrella it blends in with the trees, Get a Bright Bright colored umbrella people will keep seeing it even out of the corner of their eyes. You have to be seen!!! Anyway of putting up “A” frame sign with a picture of a good looking Hotdog on it?
Right on Rick!
A big red umbrella would help.
Yes it would.
Steve, I agree with foot traffic- I know that big tree is nice shade but I would move right out on the edge of the sidewalk right close to the building. I see Mary has a grill- I would get me a iron skillet and grill onions! Add coke to them! I guarantee that Will increase her sales! Beer, grilled onions and hotdogs! Sounds yummy to me.
Yes, the smell of grilled onions is magic.
Ok, I’m no expert but….I agree with Steve, it looks like you’re out in a field…may not being seen. I’d also consider a couple tall feather banners to bring more attention to you. Possibly change the umbrella to something really bright and bold (again, attention).
Thanks Terry!
I agree with Steve, you seem hidden and out of the way. If you were to post up closer to the entrance I’m sure your sales will increase tremendously.
I feel there may be to much for sale (nachos, pretzels, cookies,etc) it is a hot dog cart offer the best dogs, etc. without the added items give people fewer choices, but the best choices. When I started 7 years ago I tried kraut, cheese and chili dogs. After about 2500 sales that year total sales of extra items accounted for less than 30 dogs. I found out the people I sell to just want a good dog,chips and drink.Sometimes less is best. “Sell em’ all”
Jerry (Dogs on the Run)
Know your customer and give them what they want. Right on.
I’ll be located more in the sun near to more foot traffic. Also, brighter sings.
Yep.
We rotate among 10 breweries. The main demographic is young people 21-35. That said, they really don’t want a Hot Dog until they’ve had a bit to drink and need to put something on their stomach. You have to sell a lot of $3 dogs to make money at a brewery. The price point is to low on the brats. $6 is more in line.
You need to have a hook to draw them in. Steam the brats in the breweries beer and make a mustard with their beer. It’s not hard and you’re giving the customer something different that they will talk about. Unique toppings are also good. We get Vietnamese pickled mustard greens from and Asian store and the customers love them! In fact anything pickled goes well.
That said, we sell a lot more than hot dogs. Our brats are made from Wild Boar, Elk, Rattlesnake and other unusual and wild critters. We also offer a Portabello Mushroom Burger with Smoked Gouda Cheese and Heirloom Tomato Slice on a Brioche Bun for $10.
People go to breweries for something different and you need to offer something they can’t get anywhere else.
Excellent advice Bama!
Nice but one thing i would do is move under from that tree nobody likes eating where there can be bird dropping or getting junk in there food if you know what i mean … $5.00 for a dog n chip n pop always gets their attention .. Wish u luck
Good point about the birds Norberto!
One thing that attracts me is music. Maybe a portable sound system to draw attention. With the demographic play a mix of good old rock with some modern music
Have to see where the foot traffic is and cooking someone to fill the air with that smell. It works for McDonald’s with their coffee it should work for you.
Good luck
Yep. Music is a great way to liven up you cart.
1. I would move away from the tree, while quite picturesque, you are hidden and really blend in to the scenery. My first thought (from a food service perspective) was fighting the leaves, pollen, bird droppings and insects that are home to most trees every time any food is prepared. Not to mention cleaning the cart and utensils constantly.
2. Change the color scheme of your signage. The colors are not “food colors” they are pretty, tranquil colors more suitable for a New Age Mother Earth Hippie shop. In fact, blues are noted in research to curb appetite, not exactly what a food seller wants to do.
3. Put up a highly visible price point, for what you really want to sell. For example, “Hot dog, chip and drink” with a red star burst “$5.00”. The price should be much larger than the font used for the words. Red creates a sense of urgency and is a “food color.” This sign should dominate the front of your cart area. It shows people from a distance what you sell and what it costs.
4. Don’t get wrapped up on price suggestions. Every area of the country supports and expects different prices for the exact same product. Major chains have pricing tiers that can vary as much as 2 dollars per sandwich yet the costs coast to coast are virtually the same. Price based on your costs, your desired profitability and the economics of your area.
5. From the pictures, it is hard to tell if any other businesses are nearby. If you are solely dependent on the brewery for foot traffic you can only expect a fraction of their customers to become your guests. The brewery may not have enough traffic to support you no matter what you do.
You can do this business! It can be frustrating and make you want to throw in the towel, but DO NOT give up. Market your cart to the buildings in the background and businesses nearby. Make your cart the reason people come to the location first, then they patronize the brewery second.
All great stuff Bill!
Great advice!! The reasons for being under the tree: (1) owner specified; (2) before the monsoon rain, it was 95° in the shade; after monsoon rains came, the wind gusts blew hard from every direction and the tree helped my umbrella from going to Kansas.
A sign directing people to my cart would have been great; I’ll make that a part of my take along in the future.
Love the idea about using specialty meats and/or toppings. This crowd was typically 55+ and were neighbors. The brewery owners could not, by County ordinance put signs at the highway without owning the land; very hard to find. Boy, did I learn the hard way about foot traffic–there was very little!
Best takeaway: I learned how to use my cart under easy, low volume circumstances.
Where are you based out of? My buddy works for Tempe fire I can tell him and the boys.
I’m suprised at jerrys comments that chili,cheese dogs did not sell well. I thought chili/cheese dogs were the backbone of hot dog sales. According to S—C that is their best selling dog.
I appreciate Hoosier Dogs comments, I will try that!
I ride a Harley, so the bike picture in front of the building makes me wonder…. where are you located? I think I’m seeing a dirt road in a very country setting. I don’t think jacking up the prices are going to increase sales. We make our special sautéed onions at home and bring them to the cart. I think cooking them on location makes unnecessary work and clean up. I honestly think it’s the location,
Interesting. Of course location is key, but the smell of onions does a lot of selling for you.
To me that table would have to go… It looks too much like a lemonade stand with it there, and unless the lemonade sellers are related to me, I’m buying and dumping… Make your license more obvious, like you are proud to be regulated by the community and safety inspected.
Then make sure you just say “hello” to everyone that walks bye… no more, no less… If they say hello back, that’s a prospect, then ask if there’s anything you could help them with? Don’t sell yet… (just give them: information, directions, opinions, i.e. favorite brew, etc)
Tell stories (brief) and pretend your cart is not even there… wear a hot dog hat or something that makes it obvious you could be a hot dog seller, but resist “selling” and just be helpful… They will tell you when it’s time to start slinging…
Tell stories…
Go to a mall and practice saying hello to everone you pass… It’s the same thing… You don’t have to be able to sell timeshares to be successful at this, it’s just a hotdog, but when they are not selling themselves, then you have to engage somehow, and that does take practice… And “Hotdogs” is about selling most of the time… imo
Awesome. Great advice T-Bone. I have some experience cold calling businesses and you are right. Say Hi, start a conversation and wait for your opening. Don’t be the loudmouth. No one likes that guy.
Everything I was going to say (and more) has been said, but I would like to be one more voice questioning whether or not the brewery is going to have enough foot traffic. Once you’re really comfortable with your setup and used to slinging, I hope you try some other locations.
You can do this! Be patient with growing your business and, even more importantly, be patient with yourself!!! You’ll make my stakes and they will help you find the right combination for your area; as long as you don’t give up or expect business to boom right off the bat. 🙂
Good advice Jason.
I am set up at a brewery and we sell kielbasa on a stick, first grilled then put into a pan in the steamer . Pop a stick into it and it is perfect sell a lot of them.
Great twist on an old favorite! Good job Wanda.
Adorable baby. I agree with Steve about the “healthy, nutritious, and good for you” on the sign. I prefer organic, good for you foods. However, when I want a hot dog, I want an old fashioned, down to earth, delicious dog. My first thought when I saw that sign was – “Oh. Those kinda hot dogs. Nope.” Your cart’s wicked cute though. Where are you located. Maybe we can get over there.
Not to be super critical because I was in that same boat years ago but in my experience in vending any kind of food or beverage cart… color is the key and lots of it!!
Everything should flow together… for example for hot foods reds, yellows, and orange . Ice cream would be light blues pink and white. Lemonade yellow with lime green purple. These are just examples .
A great way to understand color flow is go on line pull up carnival or fair food trailers or carts …. these companies are pros in how to grab the eye without even having to read anything . Just a thought… I wish u well in much success.
Color is so important. The first step in making a sale is getting noticed.
Yellow is the color that will attract most hot dog fans. A little red will help but people will see the yellow and think of hot dogs. I know it seams crazy but it works.
That’s why my cart is yellow. In the old days Chicago had Maxwell street. It was a big outdoor flea market and mobile food extravaganza every weekend. The hot dog and polish sausage vendors all had bright yellow signs with black lettering. That combo really does work.
Mike, I’m normally in Green Valley/Sahuarita (south of Tucson); you got me thinking that I should scout the FD stations!
Wanda: interesting idea on the kielbasa, I’ll try that when I start up again in Oct.
Kenny/Sammie/Steve: I’ll do yellow banners for Oct. opening.
What do you all think of sign wording:
Delish Hot Dogs
and More!
Sometimes I can/cannot sell drinks, may sell brats or kielbasa. May incorporate sweet treats, etc. Thx for your great ideas, didn’t make money but learned A LOT!!!
Arrrrr !! Pirate Dogs !!
I likes it. Har har har !!
1St. Mate Jim.
NO ONE wants “healthy, nutritious” when they want a hot dog. “100%Angus Neff hotdogs” sounds a million times better than “fake organic hot dog”. And anyone like me when they see “healthy, nutritious” their mind says “fake, not tasty”. Not saying you’re dogs aren’t great but descriptive words make all the difference. People (like me) who sell Nathan’s Famous make sure people know I have Nathan’s. Same goes for Sabretts sellers. It’s all about the brand recognition. Also, move your cart to right next door to the brewery entrance, get some crazy colorful banners and umbrellas, and be loud and have fun. People ALWAYS want to be part of the fun. We do several brewers and wineries here in central VA and have been very successful with them.
Use a canopy