Article

Couple transforms '90s Chevy van into Tom+Chee food truck

Eric and Laura Ann Hart's food truck is so popular that they often have to turn away business.

June 14, 2019 by Elliot Maras — Editor, Kiosk Marketplace & Vending Times

When Eric and Laura Ann Hart, a husband-and-wife team, decided to go into the restaurant business in 2013, a food truck was already part of the entrepreneurial vision. Food trucks were becoming well established in the greater Atlanta area at the time, and the Harts, being astute observers of the local foodservice scene, saw a food truck as both a business opportunity and a way to serve the community. When they saw the Tom + Chee episode on ABC's Shark Tank in 2013, they were intrigued. Tom + Chee founders Corey Ward and Trew Quackenbush had developed it in Cincinnati serving tomato soup and grilled cheese from a tent but were looking franchise. During that TV episode, "Shark" Barbara Corcoran invested in Tom + Chee, which is now in 14 states and is owned by Gold Star Chili.

"We just loved the idea of being able to serve our community," Laura told Food Truck Operator. "What better than (with) grilled cheese?"

Getting in on the ground floor

The Harts inquired about the franchise opportunity and were invited to visit Tom + Chee at its Cincinnati headquarters. They became the third Tom + Chee franchisee in September of 2013, and opened the following April.

Manning the truck are Eric Hart, Jeffrey Hart and Mycala Wagner.

The couple came well versed in the local foodservice scene. Eric had served as director of operations for Erc Parts Inc., which sells parts for electronic cash registers for the hospitality industry, while Laura operated a coupon marketing firm that catered to a number of restaurants.

The franchisor provided the brand, recipes, operating procedures, a suggested kitchen layout and what POS, payroll servicing and credit card processor to use. The franchisor told them they could design the store the way they wanted, providing they used red, yellow and black colors.

"They gave you pretty much the blueprint of what you needed to do to be successful," Laura said. "We had a lot of flexibility in the beginning simply because we were so early."

Laura, who also had real estate experience in the Atlanta area, picked out the location for the store. She did not wish to disclose the franchise fee. The Harts covered the investment with their own funds, which included hiring 35 employees.

Food truck plans evolve
Since the couple wanted a food truck from the beginning of its partnership with Tom+Chee, the agreement contained that option.

"We knew it (the food truck industry) was here, in Atlanta, and we wanted to have the option later on down the road to open one, so we wrote it in our contract," she said.

The franchisor initially asked them to hold off on the food truck since the company was working on its own food truck design. Hence, the Harts did not move forward on their food truck until 2017, when Gold Star Chili acquired Tom + Chee's assets, according to Cincinnati.com.

They purchased a used food truck, a 1992 Chevrolet step van, in December 2017, paying in the $30,000 range for the vehicle, which came with appliances. Eric oversaw some mechanical modifications while Laura oversaw the design.

Like many restaurant owners that expand into food trucks, the Harts have used their brick-and-mortar facility to prep the food for their food truck. Although they train all their employees to work on both the truck and in the restaurant, three employees spend most of their time on the truck.

Getting local government inspections was not a problem; Laura described the Greater Atlanta area regulations as reasonable.

The truck deployed in March 31, 2018, at a church event, and has been well received. Laura promotes the truck on social media, on their website, through small business organizations and in the restaurant.

Truck exceeds expectations

"It has exceeded our expectation," she said of the food truck. "I'm turning down business every day because we're overbooked. And that's a good problem to have, and not a good problem to have. We're grateful for the business, but I can't service everyone."

"He (Eric) loves being out there in the community, he loves serving the people, he's very customer oriented, and he loves making a difference," she said.

The truck does serve some regular stops, working with property owners and leasing agents, as well as community events, but 85% of the business is for catered events.

During the food truck season, it is not unusual to have nine events per week. The truck was booked nearly every day during the month of May. Some festivals were not as successful as hoped, but this has been more the exception than the rule.

The business slows in January, so truck employees are assigned roles in the restaurant.

The food truck is listed on Roaming Hunger, but it has not been able to meet all the requests. There are also requests from local booking services.

Focus on food truck expansion

The Harts' positive experience with the truck has encouraged them to focus on expanding to a second truck, although they do not yet have a firm date. Laura noted that a food truck requires a lower investment than a brick-and-mortar restaurant and can serve more customers.

"We like expanding the food truck route," she said. "Rather than waiting for them to come to me I'm coming to them. The trend is, bring it to me.

"The restaurant industry, especially fast casual, is exceptionally competitive right now," she said.

The Harts' success has not gone unnnoticed. The Cobb Chamber of Commerce recently named Tom + Chee one of the top 25 businesses in Cobb County.

"We feel very fortunate and very humbled," Laura said for the honor. "You've got to give back. You take care of others and they take care of you too."

The Harts also won the Alignable Small Businessperson of the Year award for 2018, and have been active with The Kennesaw Business Association, the Kennesaw Mountain & Allatoona High School Culinary Arts Advisory Board, the Cobb Chamber of Commerce, the Tom + Chee Worldwide Franchisee Advisory Board and the Cobb County Career, Technology & Agricultural Education Advisory Board.

Photos courtesy of Tom + Chee Kennesaw.