It's also important to think about image, Hunt says -- he explains his own company's brand as "very lighthearted, very approachable ... to connect to people's inner child" -- but having an excellent product is the priority. That's a lesson that resonates. "I have to stress to anybody that is doing a food truck it's all about the food," Povich says. "If you don't have a fabulous product and something different, you're not going to get good reviews. You're not going to get 20,000 Twitter followers or bloggers busting over each other to write about you." "I'm a professional chef. I'm not making fancy food now, but what I make is the best. I spent an entire month figuring out what my mayonnaise recipe was going to be," she says. "Plenty of people are going to go out there and start a truck and they're going to fail because it wasn't about the food." Povich has big growth plans for her lobster roll truck and would like to eventually start a franchising system to open outposts along the Eastern Seaboard and in the Midwest, she says. "I am trying to take our success and enable people to be successful with it in other places, adding their own spin to it," Povich says. To follow Laurie Kulikowski on Twitter, go to: http://twitter.com/#!/LKulikowski To submit a news tip, send an email to: firstname.lastname@example.org.