Events are your highest-revenue days — but also your best subscriber acquisition opportunity. Here's how to maximize both.
Before the Event
Three days before a major event, text your subscriber list with the details — event name, address, date, hours. One day before, send a reminder. Morning of, a final reminder with parking info if relevant. This three-touch cadence consistently outperforms a single announcement.
Post on Instagram Stories with the event location tag. Events tagged on Instagram show up to people browsing that area — a free discovery channel you should use every time. If the event has its own social accounts, tag them in your posts.
Day Of
Every person who buys from you at an event is a potential regular — but most of them will never find you again unless you capture their contact info. A QR code at your window that takes them to a one-tap text signup is the most frictionless way to do this. You can capture 20–50 new subscribers on a good event day.
Your menu should be event-optimized: fewer items, faster throughput. A 4-item menu serves twice as many customers as an 8-item menu. Event customers aren't browsing — they're hungry and in a line. Make the decision easy.
If lines are building, post a Stories update with your current wait time. Your existing subscribers will see it and can decide to come earlier or later. This prevents the lost-sale problem of a customer seeing a long line and walking away.
After the Event
Within 24 hours of a major event, send a follow-up text to everyone who signed up that day: “Thanks for stopping by at [Event]! We'll be at [next location] on [date] — see you there.” This one text converts one-time event visitors into recurring customers at your regular locations.
Track which events generate the most new subscribers. High-subscriber events are worth paying higher booth fees for. Low-subscriber events — even high-revenue ones — don't build your long-term business the same way.
Pro Tip
The trucks that treat events as subscriber acquisition opportunities — not just revenue days — compound their growth over time. Each event adds to a list that makes every future service more reliable and more profitable.
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