Brett Lindenberg

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Brett Lindenberg is an American entrepreneur. Brett started Food Truck Empire in 2014 and is based in California.[1]

Brett Lindenberg,  of Food Truck EmpireBrett Lindenberg, of Food Truck Empire


Food Truck Empire


@ftempire (1.92K followers)


Early Career

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Food Truck Empire

Brett started Food Truck Empire in 2014. They detail the beginnings of their company in their Starter Story interview: [1]

Q: How did you get started on Food Truck Empire?

Back in 2014, I had an idea to start a food truck business. The business model seemed like a winner because I could operate part-time on weekends while maintaining my corporate online marketing job during the week.

I viewed this as a low-risk business opportunity since I wouldn’t need to rely on the food truck profits to pay bills. Any income generated would be “extra money” after the expenses of running a truck. Operating at a profit didn’t seem like a difficult task to assuming I would be willing to run the business myself and selected a high-margin menu for the truck.

Starting a business is time consuming and insanely difficult even if you’re doing it full time. Take the hours you have left after work and focus them toward one thing.

As I became more serious about researching the food truck business, I headed to Google to learn more and write a formal business plan. But when I started searching food truck business topics, I was surprised to discover that there was almost no information available online. This struck me as surprising considering there were top rated television shows like The Great Food Truck Race running at the time.

With my background in online marketing, I also saw that there were over 40,000 monthly searches for the term “food trucks for sale” on Google using a keyword research tool called Based on the increasing interest for this business model on television and the monthly search volume estimates on the topic of food trucks, it seemed like there were other people interested in starting this kind of business too.

Bottom line, it seemed like there were a lot of people interested in starting a food truck, but not much information online to help those people. So I decided to start a blog and podcast that would document my journey starting a food truck. My approach to starting the website was very simple. Start by reaching out to successful food truck owners and ask them questions about how they started the business. I figured if I recorded these q/a calls and published them on a blog people would be more willing to talk to me and share their advice. This would help me start a food truck and create high-quality content for others that eventually visited my site.

I am also a huge fan of podcasts. At the time I was amazed at how a simple podcast like Entrepreneur on Fire could become so popular so fast. What I was most amazed about is that the host of Entrepreneur on Fire, John Lee Dumas, could literally ask the same 5 - 10 questions each interview to his guests and create high-quality content fast. I felt like I could provide something similar to the underserved market of the food industry.

Finding the first interviews for my podcast was really simple too. I searched on Google for food trucks that looked successful and emailed them to see if they would be interested in talking to me about their business. Many said yes and we would schedule time to record a call on Skype. After getting a confirmation from a guest, I would write down 5 - 7 questions and those questions would be the basis of a 30 - 45 minute interview that would turn into a podcast.

One thing you discover through a podcast is the way you speak. A lot of people say they don’t like to sound of their voice. You’ll need to get over this quickly if you want to podcast. But beyond your voice, you’ll uncover all sorts of verbal ticks you might never be aware of otherwise. I discovered that I said “ummm” and “like” an annoying number of times when speaking to someone. In fact, years later I still need to remind myself not to say like too much. While it’s hard, one nice side benefit of starting a podcast is that you’ll get better at public speaking and connecting with others.

A screenshot of what looked like back in 2014.

Source [1]



Contributors to this article:

  • Pat Walls, Founder @ Starter Story
  • Wiki Updater