Cody and I began dreaming up CODO back in 2008 while we were still in college, and even back in those days, envisioned it leading into additional business opportunities. We talked about opening a nano-brewery. We dreamt up a small sandwich cafe. We even finished a business plan for an artisanal bakery serving only pizza crust, called “Crust.” But the 2008 recession dashed this concept before it ever had a chance to blossom.
While these early dreams were exciting (and potentially lucrative) we had to shelve many of them to focus on building CODO. But this ended up being a blessing in disguise. After years of offering branding and web design for the food and beverage industry, we discovered a huge opportunity in the food truck arena. Try to name as many Indianapolis food trucks as you can. How high did you get? 10? 20? Now, how many can you name that exclusively serve dip? If you answered any higher than zero, you’re a damned liar. When we realized there were no dip-centric trucks in the Indy food scene, we knew we had the beginnings of a killer idea—Dip Truck®!
What began as a key insight quickly morphed into a solid business opportunity. What is Dip Truck®? What isn’t Dip Truck®, is a better place to start. To be clear, it’s not a food truck, per se. It’s a value add. It’s a community. It’s a revolution. It’s a truck that parks behind other food trucks (with their sad, dipless fare) and gives the people what they really want—dip. Pizza? Mac ’n Cheese? Burgers? Tacos? Pho? Doughnuts? All of these are nothing without a dollop of Dip Truck’s® famous Honey-Bacon Ranch. Or perhaps a skosh of our Cucumber-Lime Ranch? This is the future of mobile culinary customization, and we’re humbled to be a part of it.
So far, we’ve got the branding locked down (identity, responsive web design, business cards, growler labels, bookmarks, air fresheners, dip flight boards, etc.) and are now dealing with the harsh realities of bootstrapping a food truck startup. A quick craigslist search reveals that food trucks are super expensive. We remain optimistic, weighing our options moving forward (maybe we could use Kickstarter to engage the community?). And while we don’t want to go this route, we’ve also considered the possibility of purchasing a more affordable “phase 1” Dip Van—maybe a reliable and spacious Ford Windstar. A Dipstar?
Stay tuned as Dip Truck® unfolds and thank you all for your support!
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