Pokey O’s: Determining the Location and Future Structure of a Dessert Food Truck

Abstract

This case recounts the story of the start-up in 2015 of a food truck named Pokey O’s that sold ice cream and cookies in downtown Waco, Texas. The couple who owned the truck, Julia and Austin Meek, had a very successful beginning; but by the summer of 2018, they were considering several options for the restructuring of their business. One possibility was to move their business inside at a local downtown Hilton Hotel. Other possibilities were to take the truck out of operation for maintenance and then vary its location from downtown to some of the municipalities outside of the downtown area. They were also considering purchasing another food truck and leaving one downtown and the other floating between several suburban areas. The couple wondered about the sustainability of a dessert food truck that relied only upon one downtown location.