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Writer's pictureJing Wei Lau

An Introduction to Growing Your Street Food Business: Expert Tips from The Street Food Expo 2024


A small audience watches four panellists and a panel host talking at an exhibition. They are sitting in front of green themed backdrop with The National Caterers Association (NCASS) branding on it. A screen displays the discussion topic: "Gearing up for growth".
The panellists for NCASS's discussion on "Gearing Up For Growth" at Street Food Expo 2024: (from left to right) Gary Bruce, Shai Arumugam, Vimal Arumugam, Mark Laurie

If you’re a street food vendor looking to level up your business in 2024, you’ve come to the right place!


This article is the first in our new series: How to be successful in street food.


At this year’s Street Food Expo held at the ExCeL London, experts from the street food scene, including representatives from NCASS, Baked Bird, and Digbeth Dining Club, shared their insights during a panel discussion on how street food vendors can plan for growth and overcome common hurdles. 


Here are some of the most valuable street food business tips from the panellists that can guide vendors like you on your growth journey!


How do you grow a street food business? 


Growth means different things to different vendors. For Baked Bird, it's about bringing their brand to the forefront, increasing national presence, and improving turnover. As Vimal Arumugam explained:


"When we started, the market was saturated, but we focused on building brand awareness and expanding our network."

Don’t get it twisted—growth doesn’t mean running headfirst into chaos. Vimal and his team started small and smart, making sure their cash flow was solid: "We use spreadsheets to track every penny. You just need to know where, and when you can afford to invest, like deciding when to build a new truck." His approach includes setting clear goals with 3- and 5-year plans to guide major decisions.


A gif of rotating images showing loaded chicken wings and loaded fries.
Baked Bird

Growing a street food business also means more than just showing up at every event or expanding quickly. Gary Bruce from NCASS explained the importance of clear goals and a solid team:


"Investing in people is one of the best ways to add value to your brand. They bring their own strengths, and with a clear vision, they’ll buy into your growth."

What technology do street food businesses use?


Perhaps unsurprisingly, it seems a lot of street food vendors are still keeping it old school when it comes to tech, sticking mostly to the basics.


Vimal shared his experience with digital payments; "When it comes to payment terminals at events, you can be prepared, but sometimes you have to adapt to whatever tech the event provides on the day. Being in the middle of no where with no reliable signal is common, but they're trying to change that."


Mark Laurie from NCASS talked about how he's "not a huge fan of tech, but we did develop a system to monitor things like kitchen productivity and fridge temperatures—it’s like having a digital policeman checking your equipment!"


The exciting part is that there’s a lot of room for growth when it comes to tech in the street food industry. Gary highlighted that technology can help streamline operations and improve customer experience:

"In the early days at Wagamama, we were the first to use handheld ordering. That allowed us to cut down service times and become more efficient." 

Vendors who embrace new tools can make their operations smoother and more efficient, while also finding new ways to connect with new and existing customers.


Should I build a team around my street food business? 


Let’s be real—you can’t do everything yourself. As Vimal puts it: "Having a good team matters. At Baked Bird, my brother handles the R&D, my wife does the finances, and we hired a full-time events manager so I can focus on growing the business."


You don’t have to be a superhero; just make sure you’ve got the right people on your side. Having a solid team allows you to step back, breathe a little, and focus on the bigger picture—like where to take your business next.


Eight smiling people standing in front of a green Baked Bird food trailer. They are all wearing Baked Bird merch.
Vimal Arumugam and the Baked Bird team


What is the best way to advertise your street food business?

It’s more than just posting on Instagram..


Social media is a great tool for street food vendors, but relying solely on it might not always be the best way to grow your business. Vimal uses Instagram to showcase their business, but they don’t spend all day chasing trends or posting every day.


Instead, it’s about engaging with their audience in ways that feel genuine and makes them want to come back for more.


A screenshot of the Baked Bird Instagram profile
Instagram page of @bakedbird
"It’s not always about the biggest or flashiest events. Sometimes, the smaller, well-chosen ones are where you make the most profit because you're connecting with the right people." - Mark Laurie, NCASS

This means that offline strategies, like picking the right events for your business and networking with your local community, are just as important as having a solid social media presence.


The magic happens when you balance your social media efforts with other smart marketing moves. By combining online tools with real-world strategies—like being active at key events or getting your business on discovery apps—you’ll reach a wider audience and build stronger, lasting relationships.


Indi Local is an alternative way to market your street food business, and there's no competing with social media algorithms here!


Financial tips for street food businesses


A food festival set on grassy lawns in front of a stately home. There are people walking around, people with picnic mats eating street food.
Copyright: Digbeth Dining Club

You’ve had a great year, your pockets are full, and it’s time to treat yourself, right? Well, Vimal has some wise advice:

"If you make a lot of money in one year, don’t go crazy and spend it all. We’re not saying you shouldn’t reward yourself for all your hard work, but reinvesting wisely is key."

Baked Bird built their trucks one by one over the years, using smart financial moves like asset financing, instead of blowing through their profits too quickly.


"Get a good accountant and lawyer" says Mark, "they’ll help you with strategy and make sure you don’t miss anything important, especially if you’re working with local authorities."


Whether you’re expanding or just keeping things stable, having pros in your corner is priceless.


Are 'dark kitchens' good for street food?

Think twice before jumping in


Dark kitchens sound like a dream—low overhead, no front-of-house worries. But Shai Arumugam from Baked Bird learned the hard way:

"We opened a dark kitchen in Shoreditch, and it was the worst few months of my life. No windows, you don’t know what time it is, and our staff were miserable. It’s just shifting numbers, and it didn’t work for us."

A chef cooks over a flaming stove in a dark kitchen

For vendors who thrive on customer interaction and the lively atmosphere of street food, dark kitchens can feel like working in a vacuum. Before diving into one, ask yourself if this setup really fits your brand and vibe, street food is all about the community!


Street food is a lifestyle, but it can be hard graft


Street food vendors aren’t just individual businesses—they’re part of a community, and keeping a positive attitude goes a long way in building good relationships with customers and other vendors. It isn't for the faint-hearted, it’s hard work, and Mark Laurie points out some harsh truths:

"Events can be tough, and the quickest way to get kicked off a market is to moan about it. The world doesn’t owe you a living, and you have to stay positive. Roll with the punches, and keep your energy high—it’ll pay off."

In other words, flexibility is key—things don’t always go as planned especially with the Great British weather, but if you stay positive and adaptable, it can lead to more success than you’d expect.


Our key takeaway:


Growth isn’t just about being bigger—it’s about being smarter. Surround yourself with the right people, keep your finances in check, and don’t be afraid to use tech to your advantage. Stay resilient, keep hustling, and most importantly—enjoy the ride!


What is the Indi Local app?


Screenshot of a map full of pop-up events in Northamptonshire and Milton Keynes.
The Indi Local App

Indi Local is a map-based discovery app to find street food trucks and community pop-up events nearby. We’re passionate about helping street food vendors grow and thrive as we know the industry can be unpredictable, and passing trade alone isn’t always enough.


With Indi Local, vendors can showcase their locations and events in real-time, making it easier for nearby customers to find them—even if they’re in the middle of a field!


Launched in the MK & Northamptonshire areas in June 2024, our userbase is organically expanding into more counties in the UK, and we're keen to get you onboard.


Ready to get discovered? Download Indi Local from the Appstore or Google Play, and follow our journey on Instagram to join in the conversation.



 







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