Big Picture - April 2019 - 30

BY K E L S E Y JOHN SON

Keep On Truckin'
In the growing food truck market, a stellar wrap can be the difference
between growing into a fleet operation or going out of business.

BIG PICTURE

April 2019

I

30

MAGINE THIS: You're at a neighborhood festival.

It's summer and the weather is perfect; the sun is shining;
it's not too hot, not too breezy - just right. You've got a
cool drink in your right hand, while your left is waiting to
hold a savory snack. You turn a corner and what's
greeting you? A line of food trucks offering every type of
cuisine you can think of. Jackpot! Now, if only you could
decide which delightful scent, wafting from the row of
restaurants on wheels, to follow...
The food truck industry is booming. Valued at $800 million
in 2017, the market is set to grow 20 percent to $985 million this
year, according to "The Mobile Food Trends Report" by food
truck consultancy Off the Grid. This is good news for foodies
and print shops alike - more food trucks means more mobile,
tasty treats and new vehicle wrapping opportunities.
The one thing all successful food trucks have in common is
a catchy exterior that attracts hungry customers. That's where
Roseville, California-based Palmer Signs (palmersigns.com)
seals the deal for many restaurateurs in Northern California.
Founded in 1990, Palmer Signs began as a simple sign shop and
has since grown into a 15-employee, "one-stop shop for
people's advertising needs," says Tony Palmer, CEO and owner.
Palmer Signs' specialty is vehicle wraps, including more than 80
food trucks for businesses in Sacramento, San Francisco, and
beyond. "We have people come from 200 miles away to have us
do them," Palmer adds. "People will see that Palmer Signs did a
food truck, [and say] 'I want one but mine needs to be better.'
That seems to be the MO with these guys - it's a lot of fun."
Palmer has seen it all when it comes to auto condition.
"Most of them are used trucks that can be anywhere from

'fairly good, look great,' to ones that have been painted
with a roller," he says. While the shop has had the opportunity
to wrap a few brand-new vehicles, that's far from the
norm. "We've had ones that we literally had to bring a
sandblaster onsite to blast the whole truck before we
wrapped it. And they're always fi lthy and they always smell
horrible," Palmer recalls. Most food trucks need about half
a day of cleaning and degreasing before they're ready to be
wrapped, but some heavily used trucks have taken up to
three days of elbow grease.
In terms of wrap design, "there's a huge strategy to it," says
Palmer. The shop works closely with its clients to bring vague
ideas to fruition - "Most people have an idea but very few
have a complete concept." An established local food chain
called Chando's Tacos had a successful, plain black food truck
with the Chando's logo on the side. "And it did well," says
Palmer. "Then they came to us and asked for a wrap. We
made it bright orange with a stripe and his gross receipts went
up 40 percent after he wrapped his food truck!"
According to Palmer, food truck wraps must be easily
identifiable and quickly send a message of what food is being
served, especially at events with multiple vendors. "We
always put information at the top of the food truck - when
they're all lined up, you can't usually read the doors and you
look across the top," explains Palmer. "We also make an area
where the logo can fit on [the truck's] side, not obstructed by
anything. People like to come up to a food truck, take
pictures, and post it to social media, so we make sure there's
an area where people can do that." After all, did you even eat
at a food truck if you don't post about it on Instagram?
http://www.palmersigns.com
Table of Contents for the Digital Edition of Big Picture - April 2019
