Verde Food Truck Learns the Challenges of Transitioning to Brick and Mortar

Verde Restaurant | Twitter

Verde Restaurant | Twitter

The Verde food truck has been serving up delicious Sonoran style cuisine to hungry fans in Colorado for over four years and once the word began to spread, the truck began facing longer and longer lines of hungry customers.  Looking at a continuously growing clientele and lack of storage space, it was thus only natural for the team to look to establish a permanent brick and mortar space.        

Yet according to Verde co-founder Brandon Miller, the transition from food truck to brick and mortar was more complicated than many may realize.  Not only do truck owners have to determine if they can afford the extra overhead, they also have the added burden of attracting customers to their permanent location that is often times far removed from the public street presence they have grown accustomed to.

Consistency with timing of service and plating dishes were also new concepts for the Verde team to learn as unlike running a truck, consumers do not walk away after they have ordered.  Despite these challenges, however, Verde has managed to maintain its following by continuously serving simple, fresh and authentic dishes.

Learn more about Verde’s transition from truck to brick and mortar here