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Torero Tu Go

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FC: University of San Diego Food Truck Pacific Region: San Diego, California

1: Official Entry Form | 1 | Mission: The University of San Diego is a Roman Catholic institution committed to advancing academic excellence, expanding liberal and professional knowledge, creating a diverse and inclusive community, and preparing leaders dedicated to ethical conduct and compassionate service. | 2011 Retail Sales Single Concept 39th Annual Loyal E. Horton Awards

2: The University of San Diego debuted it's own self-operated food truck, Torero Tu Go, in December 2011. It was the first campus-run food truck on the West Coast! This mobile eatery offers a diverse menu that reflects San Diego's traditional foods and flavor profiles. Torero Tu Go was created to address the need for food in under-serviced areas of campus while bringing new revenue to campus. The concept was developed by Dining Services in collaboration with students, faculty and administration. In addition to being able to go directly to our on-campus customers, it will also provide service at off-campus special events such as the annual neighborhood multi-cultural fair. The philosophy behind Torero Tu Go's menu is a reflection of San Diego's historical culture; Kumeyaay Indian, Portuguese, Italian, Mexican and Asian influences culminate in a celebration of fresh, seasonal, local foods from the land, rivers and sea. USD Dining Services is a nationally recognized, award-winning, program that includes a variety of unique retail locations, a full-service fine dining restaurant, concessions, catering, vending and one food truck! | 2 | Essay

3: 1. Menu and Meal 4-7 2. Facility Design & Merchandising 8-9 3. Marketing 10-13 4. Nutrition & Wellness 14-19 5. Other Considerations 20-24 | Table of Contents | 3

4: 1. Menu & Meal | Torero Tu Go's menu is a reflection of San Diego's historical culture and offers a diverse culinary experience to different areas of campus. It takes many aspects of Dining Services to execute the truck. Our central kitchen assists with the production, our retail area supplies the packaged goods and all areas assist with operations and staffing. | 4

5: Truffle Mac & Cheese | Muffaletta Sandwich | Lobster Roll | Caramel Custard | Menu Items | 5

6: The production book which is kept on the truck holds production sheets, SOP and temp logs. | EventMaster Catering software is used to coordinate kitchen production. | SOP's & Logs | 6

7: Food is first prepped in our central kitchen | Food is then assembled in the truck | Production | Food is served in eco-friendly bamboo boats and thoroughly enjoyed by the customers | 7

8: To keep start up costs low, USD purchased a used food truck in excellent condition, but in need of a face lift. It was thoroughly cleaned, minimal equipment was updated and the exterior stripped to allow for a new, vibrant, branded wrap that would also serve as a mobile billboard. | 2. Facility Design and Merchandising | 8

9: Original Wrap Design | The new wrap was designed in house by Dining and University Marketing. The design has been entered for a CASE Circle of Excellence award. | Detailed Specs to Create a Custom Wrap | For initial service the truck operated without any wrap and temporary menus and signs | The Transformation | 9

10: Inside & Out | External Serve Yourself Coffee Area helps speed of service | Items are heated in two ovens and an electric grill | 10 | Retail items are transferred to the truck from Tu Mercado - the on campus natural foods grocery store operated by Dining Services

11: The food truck is popular at athletic events as an alternative to traditional concession stands Chivas USA vs Club Tijuana Soccer game hosted at USD | Tuesday and Thursday between 8 am and 2 pm it is located at west campus next to a large parking structure and business school classes | Monday, Wednesday and Friday between 8 am and 2 pm Torero Tu Go is located at Copley Library | Thursday, Friday and Sunday from 9 pm to 2 am it is located at the Vistas Residential Housing | Locations | 11

12: 3. Marketing | Table Tent | Poster | 12 | Printed materials (posters, flyers, articles in the school paper and trade media) and the truck itself all help spread the word. We partnered with Housing to cross promote our new services in their spring back to school campaign to residents.

13: In the Media | "Inside USD" web article | 13 | Featuring the truck at the recent NACUFS Pacific Region conference showcase was an excellent way to share our newest innovation with our peers. Attendees were also able to taste our menu.

14: Social Media | Marketing via social media has been critical to the early and continued success of the truck. The 1st night in operation, during finals, the truck location was only announced via Facebook - students quickly caught on and began virally spreading the word. | Facebook and Twitter are updated with news, locations, hours and specials. Flickr is used to display menu items and event photos. Announcements are typically written by students to convey a friendly, familiar, tone. | 14

15: Specials are often inspired by customer suggestions | Menu philosophy is included on the truck and on most marketing pieces to help tell the Torero Tu Go story. | 15

16: PRAWN TACOS Mexican Fresh Flour Tortillas Grilled Prawns Cilantro Salsa Nopales Fresh Guacamole White Sauce | 4. Nutrition and Wellness | Torero Tu Go is not your typical food truck. Traditional, regional flavors of San Diego are captured in the core menu items and are made with fresh and local ingredients. Prawn Tacos and Chicken Skewers are two of our most popular menu items. | 16

17: CHICKEN SKEWER Portuguese Grilled Chicken Breast Peri Peri Sauce Season Mashed Potato Cilantro | 17 | Nutritional information for core menu items is available on the Torero Tu Go page of our website: sandiego.edu/dining

18: GRILLED SQUASH SANDWICH Kumeyaay Fresh Focaccia Bread Grilled Butternut Squash Goat Cheese Fresh Spinach Onion Spicy Mayo | 18

19: BANH MI Asian Vietnamese Roll Sliced broiled Chicken Julienne Carrots Onion Coriander Jalapeno Peppers Radish Banh Mi Salsa | 19

20: CHOCOLATE ESPRESSO BROWNIE American Espresso Brownie Fresh Whipped Cream Fresh Strawberry | 20

21: Dietary Options | Retail items from our natural foods grocery store, Tu Mercado, ,offer additional vegetarian, vegan, gluten-free, kosher and dairy free options. | Corn tortillas are available for tacos making them gluten free. Another daily option is fresh, local, sushi. | 21

22: 5. Other Considerations | Finances have been tracked closely using CBORD, Weekly Operating Report and Micros systems. Early reports show the truck gaining in popularity and that it is successful at Concession events. | 22

23: Profit Margins graph | Average sales per week have been $3,131. Our biggest week of sales included the Chivas USA vs. Club Tijuana Soccer game. | Food truck sales are growing. March had higher sales then February even though that we had our spring break and no major Concession events. | Sales Data | 23

24: Operations and Point of Sale | The truck is parked at the University Center loading dock where it is charged, cleaned, restocked and connected to a data port to update sales content | The truck POS operates "offline" along with a veriphone credit card machine. It is able to take all tenders including Dining Dollars and CampusCash | 24

25: Sustainability | At USD sustainability is a core, campus-wide, initiative | Local, alumni-owned, Ryan Brothers coffee supplies the food truck with fair trade coffee and tea | Organic, Fair Trade, Local & Gluten-free options are available in the truck's grab & go section | 25 | Items are served with compostable cutlery, bamboo serviceware and recycled content napkins.

26: Customer Feedback | We utilize a daily comment card, or a special event survey, for people to fill out at the truck. | Comments may also be submitted via our website or through email. Later this semester the truck will have it's own Text & Tell account so people may instantly text us their feedback. | 26

27: Thank You! Ruth Silva, Charles Ramos Courtney Walters, Jason Fortner, Carol Norman, Loryn Johnson, Andre Mallie the USD Culinary Staff and all of our fabulous customers! | 27

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  • By: Charles R.
  • Joined: over 4 years ago
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    • By: LORYN J.
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About This Mixbook

  • Title: Torero Tu Go
  • Loyal E Horton Award 2011 entry single sales retail
  • Tags: None
  • Published: over 4 years ago

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