The owner of Monkey Tailz is moving from a storefront in Green Bay to a food truck
If you’re interested in starting a food service business, Brian Miller, owner of Monkey Tailz Food Truck, has some advice for you.
“The biggest thing I learned in starting this business is that I did it backwards,” he said. “I started in a brick-and-mortar location, and if I had to do it over again, I would start with a food truck and then move to a brick-and-mortar space.”
It was June 2014 when Miller opened Monkey Tailz in Green Bay’s Broadway district. He had a unique idea – his signature item was frozen bananas on a stick. Bananas can be dipped in one of three flavors, with a variety of sprinkles added after dipping.
The business became a popular stop, and although it took a while for customers to find it, business picked up. In 2015, he decided to increase his business by purchasing a food truck.
“The first food truck I bought was like an igloo on wheels,” Miller said. “What I know about trailers now, I knew nothing about them at the time. After purchasing the igloo, I spent the winter renovating it and getting it ready for the 2016 season.”
The food truck showed promising results, but the trailer was ineffective. It was difficult to tow and its top travel speed was about 45 mph, Miller said. So, in the spring of 2017, he sold the cabin and invested in a good, used food truck he found online.
“I got lucky with this food truck,” Miller said. “We used to be able to shop more locally on Craigslist, but now with Amazon Marketplace, you can probably find deals but you have to be willing to travel.”
With this truck, his journey gained momentum.
“When I first started the food truck business, the most important thing was to make myself known,” he said. “I did that by going to any event I was welcomed to, and I might sit at an event for five or six hours and do almost nothing.” But by doing so, I got a clear vision.
Increased name recognition means business growth. When business was slow at the brick-and-mortar store, a food truck made up the difference. Winter at the store was especially difficult because ice cream sales are not very popular in the colder months.
After leasing the space in the Broadway area for five years, Miller let the lease expire to focus on the food truck. However, his signature item, frozen bananas, had to be discontinued.
“The health department said I couldn’t peel a banana in a food truck because it’s considered food processing. If I wanted to keep doing it, I had to rent a mall, and when I thought about that, I realized it wouldn’t be profitable. I would lose money,” Miller said. .
Instead, he decided to sell a pre-packaged product. He chose his ice cream from The Chocolate Shoppe in Madison, an extra creamy ice cream only sold in a few local stores. He says the brand won several awards and was an ideal choice even if it cost customers a little more.
Miller is a numbers guy who also works full time as a financial advisor. He said he carefully calculates all his expenses including employee costs, cost of goods, utility costs, gas costs, and all other related expenses.
“I even add the cost of small things like napkins,” he added.
Adding the Green Bay Food Truck Alliance
By improving the numbers and pricing accordingly, he can make a profit. This is reinforced by the number of events he participates in. In 2019, he took the reins as president of the Green Bay Food Truck Coalition (greenbayfoodtrucks.com). Along with the owner of The Dough Shop, who serves as Vice President, they have made it easier for event and private party planners to have food trucks at their events.
The coalition’s goal is to “build relationships within the community and encourage successful food truck businesses in the Green Bay area.” It has become a one-stop resource for finding food trucks. After starting with nine members, the number is now 17; They are all easy to access and order on the website.
Working within the group, Miller spearheaded an effort to hold food truck rallies throughout the area on Sundays from about 4 to 7 p.m. These events have become very popular, and he says it’s the perfect end to the weekend. It is a place where families can taste a variety of cuisine, listen to music and drink beer.
The walks operate in cooperation with a group or municipality as well as a selected non-profit organization. The group chooses the nonprofit, and each food truck donates a percentage of sales to it. In return, the nonprofit group’s volunteers perform small tasks like emptying trash during the march.
“After the groups learned of the events and successes, we booked every Sunday after 2019,” Miller said. “Then, on a Tuesday in March, the lockdown was announced. We booked 41 events in 2020, and only nine of them took place. “It was a difficult year, and we had to do what we could to get through it.”
Despite that very difficult time, the alliance members supported each other and all managed to stay in business. Miller likens the group to being like a family. Although they are competitors, they help each other through the challenges that come with running a food truck — things like reserving locations, weather issues, and complying with regulations.
Miller says food trucks continue to grow in popularity, but so have regulations.
“In the early days, it wasn’t too difficult. You needed a vendor permit and a health permit from the state or county. But as the number of food trucks increased, the state gave power to individual counties, and the price of a permit went from $65 to $275.
There are also fees for initial inspections, and sometimes inspections from fire departments.
Miller has another tip, too: Think carefully about the type of food truck needed.
“Look at what’s out there and plan your kitchen accordingly,” Miller advised. “The more unique the item you’re selling, the better chance you have of getting into something like the Broadway Farmers Market.”
Tina Dittman Bielefeldt is co-owner of DB Commercial Real Estate in Green Bay and former area manager for SCORE, Wisconsin.
