‘Unmistakably Us’—Advice for Designing a Custom Food Truck

Even with the best-laid plans, getting from Point A to Point B can bring any number of detours and delays. Such was the path for Happy Joe’s Pizza & Ice Cream, which considered a consistent brand experience, for customers and employees alike, to be a crucial checkpoint in its food truck roadmap.

That goal required some creativity in design and engineering, and the timeline scooted from an anticipated two-month build to nearly five months because of challenges with power requirements and equipment integration.

The biggest lesson in it all? “Build in flexibility from the start,” says Phil Pendleton, director of special projects at Happy Joe’s. “Custom food trucks always come with surprises, but patience and adaptability lead to a stronger, more reliable finished product.”

Last month, the 53-year-old, Iowa-based brand rolled out its final masterpiece. The truck includes upright coolers and freezers, a double-stack electric conveyor pizza oven, prep stations, a three-well sink with a separate hand washing sink and an ice cream dipping cabinet with six flavors.

Here, Pendleton tells FER more about the journey:

FER: What piece of equipment was the most essential to include in your food truck, and why?
PP: The ovens are truly the heartbeat of Happy Joe’s. We needed equipment that could not only handle our signature large pizzas, but also efficiently produce high volumes of our personal-sized Little Joes without sacrificing quality. Our dual-stack electric system delivers both versatility and consistency, ensuring every pizza, whether it’s our iconic Taco Joe or a timeless pepperoni, comes out with that perfect Happy Joe’s bake every single time.

FER: What was the biggest design difficulty and how did you overcome it?
PP: Power management was our biggest challenge. We quickly realized that a single generator couldn’t support the full electrical load needed for dual ovens, refrigeration, and lighting. Adding a second generator introduced challenges around placement, weight distribution, and tank capacity. Through collaboration and creative engineering, our fabrication team designed a safe, efficient undercarriage mount system for both generators. The solution delayed delivery slightly, but ensured our truck could run at full capacity without compromise—a worthwhile tradeoff for long-term performance.

FER: Did you need to take any extra steps to ensure product consistency in this format?
PP: Absolutely, consistency is the heart of the Happy Joe’s experience, so we were meticulous in ensuring our food truck delivered the same quality and efficiency as our restaurants. We spent months refining the layout, testing equipment configurations, and calibrating power systems to mirror our in-store operations perfectly. Every detail, from the size of the prep tables to the airflow of the ovens, was optimized to ensure our team could produce the same signature Happy Joe’s pizzas on the road without missing a beat. We brought that same attention to detail to the truck’s design, working through multiple vinyl wrap iterations to get the colors, graphics, and messaging just right. The end result isn’t just a food truck, it’s a rolling celebration of our brand that spreads smiles and turns heads wherever it goes.

FER: What is your best advice for brands considering adding a food truck to their portfolio?
PP: Start by defining your purpose: Will your food truck serve as a marketing tool, an event hub, a catering unit or a community outreach vehicle? That clarity will guide every decision, from design and layout to equipment and investment. Next, plan meticulously. Map out operational details early, including power requirements, space optimization, and health code compliance, to prevent costly surprises during the build. Finally, prioritize your branding. A food truck is more than a mobile kitchen; it’s a moving billboard for your brand. Make sure it reflects your identity with the same care you put into your food. At Happy Joe’s, our truck is bright, bold, and unmistakably us—just like our pizza.

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Happy Joe’s food truck is soon set to appear in several states where the chain operates, including Iowa, Wisconsin, Florida and North Dakota. It also will be available for private bookings, including birthday parties, corporate gatherings, weddings, state fairs, community events and school fundraisers.

“The enthusiasm from our franchisees has been tremendous, and we anticipate that more trucks will join the fleet soon,” shares Pendleton. “As we continue to grow, our food trucks serve as both a community connector and a brand ambassador, delivering the same slice of happiness wherever the road takes us.”