06/03/2026
A recent post from resonated with us at Planet Churro.
Over the years, we’ve participated in some amazing events, met incredible people, and built lasting friendships along the way. We’re grateful for every opportunity we’ve had to serve the Houston community.
One thing we’ve learned after nearly a decade in business is that bigger crowds don’t always mean bigger profits.
As food truck owners, it’s easy to get caught up in attendance estimates, social media hype, and promises of massive crowds. But experience has taught us that success isn’t measured by how many people walk through the gates—it’s measured by the relationships you build, the customers who return, and the partnerships you create.
That’s one of the reasons we’ve become more selective about the events we participate in. We prefer working with organizers who value their vendors, care about the attendee experience, and are focused on building something sustainable rather than simply collecting vendor fees.
Many of the events we attend today are hosted by people we’ve worked with for years. They’re not just event coordinators anymore—they’ve become friends, supporters, and part of the Planet Churro family.
We’re also fortunate that catering has become the foundation of our business. While events can be a great way to connect with the community, we’ve found that private events, schools, churches, corporate clients, and repeat customers provide the consistency that helps small businesses thrive.
At the end of the day, we’d rather serve the right event than every event.
To our fellow food truck and small business owners: What lessons have you learned about choosing events over the years?
