Smokehouse on Wheels
A mobile wood-smoked BBQ operation serving lunch crowds and weekend events across Austin, with full-service catering for corporate and private functions.
Executive summary
We operate a custom-built BBQ food truck specializing in brisket, ribs, and pulled pork smoked over oak wood, positioned at high-traffic lunch spots and events throughout Austin. Our dual revenue model combines daily truck sales with high-margin catering contracts for weddings, corporate events, and festivals. We aim to establish ourselves as the go-to authentic Texas BBQ option for on-demand dining and event catering within 12 months.
Financial snapshot
Market snapshot
Austin has 1.2 million residents with strong BBQ culture and 200+ corporate events monthly; capturing 0.05% of SAM through 250 lunch covers weekly and 8-12 catering events monthly is achievable.
Trends
- Growing demand for authentic wood-fired BBQ experiences in Austin's competitive food scene
- Corporate event budgets shifting toward experiential catering with live food preparation
- Food truck culture expanding beyond downtown to suburban office parks and residential events
Customer segments
- Daily Walk-up Customers — Office workers, tourists, and locals seeking quick authentic BBQ lunch at food truck parks and high-foot-traffic locations.
- Event & Festival Catering — Corporate clients, wedding hosts, and festival organizers booking full-service BBQ catering for 50-500 person events.
- Private Party Catering — Residential customers hosting backyard gatherings and celebrations requesting delivered smoked meats and sides.
Pricing model
| Product / Service | Price | Rationale |
|---|---|---|
| Brisket Plate | 18.0 per plate | Premium smoked brisket with two sides and cornbread matches Austin BBQ restaurant pricing for food truck convenience |
| Rib Combo | 20.0 per plate | Half-pound of oak-smoked ribs positions at upper-mid range for quality and portion size |
| Pulled Pork Sandwich | 14.0 per sandwich | Accessible entry point for walk-up customers and lunch crowds seeking quick authentic BBQ |
| Full Catering Service | 32.0 per person | Includes smoked protein selection, three sides, service staff, and delivery for events 50+ guests |
| Half-Catering Service | 26.0 per person | Reduced-service option for private parties 20-50 people with pickup or minimal delivery |
Competitive landscape
Established BBQ Restaurants
Strengths — Fixed locations, established brand loyalty, full bar service, consistent quality
Weaknesses — High overhead costs, limited mobility, less flexibility for events, cannot serve mobile audiences
Our edge — We reach customers where they are and offer event flexibility at lower per-plate costs
Casual Catering Companies
Strengths — Large catering teams, diverse menu options, professional event experience
Weaknesses — Generic food quality, premium pricing, no authentic wood-smoke expertise, multiple event bookings limit customization
Our edge — We specialize in premium smoked meats with authentic Texas preparation that justifies higher pricing
Other BBQ Food Trucks
Strengths — Established customers, strong social media presence, regular event circuits
Weaknesses — Often limited to evenings/weekends, inconsistent smoking quality, minimal catering infrastructure
Our edge — We emphasize professional catering operations with consistent quality and dedicated weekend event availability
Customer acquisition
- Instagram and social media showcasing daily specials and catering work
- Partnerships with local event planners, wedding venues, and corporate event coordinators
- Regular placement at high-traffic food truck parks and parking lots in downtown and tech corridors
- Google Business Profile optimized for local BBQ and catering searches
- Referral program and catering client testimonials distributed to local event networks
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