Festivals across the UK have become a thriving hub for food and drink vans, offering unparalleled opportunities to showcase your culinary creations to large, enthusiastic crowds. With over 7,000 mobile catering units operating across the country and the industry growing by 20% annually, the potential for success is immense. However, not all festivals are created equal, and selecting the right one is crucial to maximising profits and building your brand.
From understanding your target audience to evaluating costs and competition, choosing the right event can make or break your festival season.
Why Festivals Are a Great Opportunity for Food & Drink Vans
Festivals offer an incredible platform for food and drink van operators, providing opportunities that go far beyond just selling food. Whether it’s a music festival, food fair, or cultural celebration, these events attract thousands of attendees eager to explore unique culinary options. Here’s why festivals are a must for mobile catering businesses:
1. Exposure to Large, Targeted Audiences
- Festivals draw huge crowds of food enthusiasts who are ready to try new and exciting flavours.
- Attendees are often in a relaxed, celebratory mood, making them more likely to spend on quality food and drinks.
- It’s a chance to introduce your brand to people who may not have encountered your van otherwise.
2. Opportunities for Brand Building
- A well-branded van with eye-catching designs can leave a lasting impression on festival-goers.
- Festivals allow you to interact directly with customers, building relationships and loyalty.
- Social media buzz: Customers love sharing photos of unique food experiences, giving your business free exposure online.
3. Potential for Significant Sales
- High foot traffic means the potential for substantial revenue in just a few days.
- Festival-goers often spend generously on food and drinks as part of the experience.
- Seasonal events like summer festivals or Christmas markets can be especially lucrative.
- Read our article on “The Most Profitable Market Stalls In The UK“
4. Networking with Other Vendors
- Festivals bring together a community of traders, offering opportunities to share tips and insights.
- You can connect with event organisers for future bookings or collaborations at other events.
For food and drink van operators, festivals are about more than just sales—they’re an opportunity to grow your brand, build customer loyalty, and expand your network.
Key Factors to Consider When Choosing a Festival
Choosing the right festival is vital for the success of your food and drink van business. It’s not just about showing up—it’s about selecting events that align with your goals, target audience, and budget. Here are the key factors to consider:
1. Target Audience
Matching your cuisine to the festival demographic is crucial. For example:
- Family-friendly festivals like Valley Fest in Bristol are ideal for vendors offering wholesome, sustainable options that appeal to parents and children alike.
- In contrast, food festivals like the Blenheim Palace Food Festival attract foodies who are willing to pay more for high-quality, artisanal dishes.
- Tailoring your menu to the event type is crucial—for example, traditional British dishes may perform better in rural areas, while international street food could thrive in urban settings.
Additionally, consider whether the festival attracts a local or national crowd. Local events like York Life Festival focus on community engagement, while national festivals like Taste Cheshire Food & Drink Festival draw food enthusiasts from across the UK.
2. Location and Accessibility
The location of a festival impacts both your operational efficiency and profitability:
- Proximity: Festivals closer to your base of operations reduce travel time and costs, including fuel and staff expenses. For example, if you’re based in Yorkshire, attending local events like the Yorkshire Dales Food & Drink Festival might make more financial sense than traveling to an event in Cornwall.
- Facilities: Check whether the festival provides essential amenities such as parking close to the pitch, access to power supplies, water points, and waste disposal. These logistical details can make or break your experience on-site. Some festivals charge extra for these facilities, so it’s important to clarify what’s included in your pitch fee before committing.
3. Festival Size and Competition
The size of a festival can influence your profitability:
- Large Festivals: These attract high foot traffic but come with steep pitch fees and intense competition. For instance, events like the Great British Food Festival often host up to 100 vendors, meaning you’ll need a standout menu or branding to compete effectively, and only 2% of nationwide vendors would get a spot there.
- Smaller Festivals: While attendance may be lower, there’s often less competition, giving you greater visibility and potentially higher sales per attendee. Smaller events also allow for more personal interactions with customers, which can lead to repeat business and stronger brand loyalty over time.
Research competing vendors beforehand to ensure your offerings stand out.
4. Costs and Fees
Evaluate the financial viability of each festival:
- Pitch Fees: These vary widely—from £87 per day at smaller festivals to thousands of pounds at larger events. Always calculate whether expected sales can cover these fees along with other expenses like stock, staff wages, and transportation
- Hidden Costs: Additional expenses such as power rental, water access, or even a percentage of your takings (common at some festivals) can significantly impact profitability
How to Stand Out at Festivals
With the growing popularity of food festivals, standing out in a sea of vendors is essential for food and drink van operators. It’s not just about serving great food—it’s about creating an experience that draws people in, keeps them engaged, and leaves a lasting impression. Here’s how you can make your van the star of the show:
1. Unique Menu Offerings
Your menu is your best advertisement, so make it memorable. Festival-goers are often looking for something new and exciting to try.
- Creativity is Key: Offer dishes that stand out, such as traditional recipes with a twist or exotic flavours that aren’t commonly available. For example, a vendor at the Abergavenny Food Festival gained attention by serving Welsh rarebit with a gourmet spin, incorporating locally sourced cheeses and artisan bread.
- Cater to Trends: Dietary preferences like vegan, gluten-free, or high-protein options are no longer niche—they’re expected. By including these on your menu, you can appeal to a broader audience. Seasonal items also create excitement; think fresh strawberry desserts in summer or hearty soups in winter.
- Exclusive Items: Consider offering festival-exclusive dishes to create buzz and entice people to visit your stall. Limited-time items can generate curiosity and urgency among attendees.
2. Strong Branding
Your branding is often the first thing customers notice, so make it count.
- Eye-Catching Design: Invest in bold colours, professional signage, and a cohesive theme that reflects your food style. For example, a pizza truck with vibrant Italian-inspired designs will immediately communicate its offerings.
- Visibility Matters: Ensure your logo is visible from a distance so attendees can spot you in a crowded festival environment. Branded uniforms for staff also add professionalism and reinforce your brand identity.
- Packaging: Use branded packaging that’s both functional and Instagram-worthy—think eco-friendly boxes with your logo prominently displayed. This encourages customers to share their experience on social media, giving you free exposure.
3. Interactive Experiences
Festivals are about more than just food—they’re about creating memories that attendees will associate with your brand.
- Free Samples: Offering small samples of your signature dishes can draw people in and encourage them to purchase more. According to experiential marketing experts, giveaways create positive associations with your brand and attract crowds
- Live Cooking Demonstrations: Showcasing how your dishes are prepared not only entertains but also builds trust in the quality of your food. For example, at the Shrewsbury Food Festival, the “Cook Along with the Chef” sessions and live chef demonstrations are a major highlight of the event.
- Social Media Moments: Create visually appealing dishes or setups that encourage attendees to take photos and share them online using branded hashtags. An example could be serving colourful drinks in unique containers or crafting dishes with elaborate presentations that scream #FoodPorn.
The Role of Insurance in Festival Trading
Trading at festivals is exciting, but it comes with risks. From accidental spills to food-related illnesses, unexpected incidents can lead to costly claims. That’s why having the right insurance is essential—it protects your business from liabilities and ensures you meet event organiser requirements.
At CMTIA, we offer tailored Public and Product Liability insurance for food and drink vans, starting from just £65 per year. Whether you’re attending a single-day market or a busy summer festival season, our policies help to keep you covered.
With no excesses, quick online applications, and expert UK-based support, CMTIA makes protecting your business simple.
