Contestant implements marketing techniques to come out on top

Currently I’m watching “The Great Food Truck Race,” a reality show that pits gourmet food trucks against one another as they travel from city to city. Each week, the team with the lowest profits is sent home.

Nom Nom Truck caught my attention after winning the first two weeks with profits nearly double those of the second place team. Not knowing how delicious the food produced by any of the trucks is, though I imagine it’s all mouthwatering, I began deducing other reasons for their success.

The owners of the Nom Nom Truck are business school graduates, and their savvy and understanding of marketing shows in their results. On the show I’ve noticed two things making a big difference for them.

1) Media Relations. As the team approached its next destination, Santa Fe, NM, they got in touch with a local paper and were able to get a mention in it that the “famous” Nom Nom Truck would be in town for the day. The soon-to-be fans came in droves, overwhelming the truck. A second truck tried to piggyback off Nom Nom Truck’s newspaper mention and set up shop right next to them. But it was clear the patrons were there to try out the truck they’d heard so much about and showed no interest in the other truck, which ended up being the bottom team and going home that week.

2) Graphics. Nom Nom Truck has created a visually pleasing brand that they consistently implement into all of their materials. They use a bright yellow and green scheme throughout, which is most apparent on their truck. (Other trucks on the show have resorted to remaining white and slapping a logo on the side.) The visual appeal of the Nom Nom Truck draws people to it, curious what it is and what it’s offering.

On “The Great Food Truck Race,” the sole thing determining a team’s success is its profits. That may not always be the only measure of success in business, but it does serve as a reminder that, at times, having a great product may not be enough.

Wes Thurman serves as art director for Imagine Marketing.
Contact Wes at

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