It was August 2013 and my family and I were headed back to Belize with The Word at Work (http://TWAW.org) on a short-term missions trip. This was special because it was the first time in 6 years we were able to all go together. And the trip included just one other family, The Kral’s of Victoria, Texas.
It was an exciting, jam-packed week as we got to finish building a house with a family in real need, visited with a sewing co-op TWAW helped launch, and got to spend time with the children of a local orphanage in the final stages of completing a brand new building.
After a few days James and Traci told us about their business — TK’s Trailer Rentals, renting +80 fully-loaded mobile RV Trailers in the oil fields of south Texas, a dust-bowl region rejuvenated by advances in hydro-fracturing technologies. Evaluating the regions’ opportunities, they also bought two food trucks with the intention of launching a food service. But with all they could handle on the trailer side, the food trucks sat idle.
As we headed home I began to think more and more about the food trucks and I grew more and more intrigued. At the time I was making a long commute turning-around an early stage software company where I had significant divergent operating views with the majority shareholder. I was tired of the daily grind.
Kim and I were fascinated by the food truck craze, gorging ourselves on every food truck TV show on the air. Naturally, ideas started flying.
By September we were knee-deep in planning a new business. By October I received iPhone video clips of the trucks from James—but the images were so scrambled they looked more like the first transmissions from the moon. I couldn’t see anything, but I had faith in what I saw! In November I flew down to check out the region with my oldest son, Daniel.
Everything went great with one exception: The idle food trucks were a rusted mess.
Undeterred, we plowed ahead. We were struck by the countryside and the people we met… the heartland of America… Where integrity isn’t just a word, it’s a personal commitment. And when you give your word, it’s as good as done. And I wanted to be a part of it.
Daniel likened the area to the old gold rush boom towns. And Boom Town Food Services was born. We worked hard and came up with a tagline that echoed my vision for this new food service business:
Boom Town Food
Food for the Heartland
I went to my good friend, Robbie de Villiars (http://robbie.com) to design the logo and what a great job he did turning our rantings and concepts into a logo I felt represented the BRAND we wanted to create:
Over the next 45 days we went from logo design to menu design to truck shopping. At the end of December I bought a used food truck & redesigned it to meet our projected needs. I spent January actually doing the work with good friend with great auto-body skills… and went from this ugly duckling…
to a spectacular looking food truck that would
become the best marketing tool our business could ever ask for:
End of PART 1
Soli Deo Gloria!
Dan Gallo, The Small Business Lifer