Where to Locate
Location determines which customers walk past your truck. Choose your district based on your truck type, staff training level, and the customer segments you want to serve.
Location Decision Matrix
Not sure where to go? Find your situation in this table.
| Your Situation | Best District | Why |
|---|---|---|
| New player, basic truck, untrained staff | University Area | Students are forgiving on quality, high volume makes up for low prices |
| New player, want steady predictable income | Residential Area | Parents and Environmentalists provide consistent demand |
| Upgraded to Maxi Burger Wagon | Shopping Centre | Unlocks Influencers, diverse customer mix for experimenting |
| Staff at Level 4+, premium recipes | Tourist Zone | Foodies and Tourists pay premium prices for quality food |
| Staff at Level 4+, Maxi Wagon or better | Business District | Managers are the highest-spending segment in the game |
| Want maximum customer variety | Shopping Centre | Three different segment types, great for testing strategies |
| Running multiple trucks | Mix districts | Cover different segments to diversify revenue |
District Breakdown
Each district attracts specific customer segments. Understanding what each segment expects helps you match your offering to your location.
University Area
| Feature | Details |
|---|---|
| Segments | Students, Fit Ones |
| Price Sensitivity | Very high (Students) to moderate (Fit Ones) |
| Pricing Guidance | Keep prices low — Students will walk away from expensive food |
| Quality Expectations | Low to moderate — forgiving customers, volume matters more |
Pros:
- High foot traffic — lots of potential customers
- Forgiving on quality — great while your staff are still training
- Ideal for learning the game mechanics without high stakes
Cons:
- Low margins — you make a little on each sale
- Revenue depends heavily on volume — a slow day hurts
- You will outgrow this district once your staff and truck improve
Best for: Your first location while you learn the game and train your staff to Level 2-3.
Residential Area
| Feature | Details |
|---|---|
| Segments | Parents, Environmentalists |
| Price Sensitivity | Moderate for both segments |
| Pricing Guidance | Mid-range pricing works well |
| Quality Expectations | Moderate — they appreciate good value |
Pros:
- Predictable, steady demand — fewer dramatic swings
- Moderate pricing allows decent margins
- Environmentalists value eco-friendly practices, rewarding responsible play
Cons:
- Lower peak traffic than University or Shopping Centre
- Limited upside — these segments are not the highest spenders
- Environmentalists require Maxi Burger Wagon or better (electric truck)
Best for: Players who prefer a stable income stream while building up their business.
Shopping Centre
| Feature | Details |
|---|---|
| Segments | Parents, Tourists, Influencers |
| Price Sensitivity | Mixed — Parents are moderate, Tourists and Influencers are low sensitivity |
| Pricing Guidance | Mid to high pricing — Tourists and Influencers will pay for quality |
| Quality Expectations | Moderate to high — Influencers especially care about presentation |
Pros:
- Three distinct segments give you the widest customer variety
- Tourists and Influencers have low price sensitivity — higher margins
- Great location for testing different pricing strategies and recipes
Cons:
- Influencers require Maxi Burger Wagon or better to attract
- Demand can be inconsistent with varied customer types
- Competition may be fierce if multiple trucks target the same district
Best for: Mid-game players with an upgraded truck who want to experiment with different customer strategies.
Business District
| Feature | Details |
|---|---|
| Segments | Staffs, Managers |
| Price Sensitivity | Moderate (Staffs) to very low (Managers) |
| Pricing Guidance | Premium pricing — especially if targeting Managers |
| Quality Expectations | High — Managers expect top-tier food and service |
Pros:
- Managers have the lowest price sensitivity in the game — they pay the most
- Staffs provide reliable lunchtime volume
- Highest revenue potential per customer of any district
Cons:
- Managers demand high quality — your staff need to be Level 4+ with premium ingredients
- Demand concentrated at lunch hours — less spread throughout the day
- Underperforming here means losing high-value customers to competitors
Best for: Experienced players with well-trained staff and quality recipes ready to maximize revenue.
Tourist Zone
| Feature | Details |
|---|---|
| Segments | Tourists, Foodies, Influencers |
| Price Sensitivity | Low across all three segments |
| Pricing Guidance | Premium pricing — all three segments value experience over cost |
| Quality Expectations | High — Foodies especially demand outstanding food quality |
Pros:
- All three segments have low price sensitivity — premium margins
- Foodies reward high quality with repeat visits and reputation boosts
- Influencers can boost your visibility
Cons:
- Foodies require Mini Burger Trailer or better
- Influencers require Maxi Burger Wagon or better
- High quality expectations mean undertrained staff will fail here
- Tourist flow can vary
Best for: Late-game players with Level 4+ staff, premium recipes, and upgraded trucks.
When to Relocate
Staying in the wrong district costs you money every day. Consider moving when:
- Your segments do not match your offering — you are selling premium food to price-sensitive Students, or serving basic food to quality-demanding Foodies
- You have upgraded your truck — a new truck type unlocks segments that may not be in your current district
- Staff training has outgrown your district — Level 4+ staff are wasted on a University Area where Students do not value the quality difference
- Competition is too fierce — too many trucks in one district splits the customer base
- Margins are too thin — if you cannot raise prices because your customers are price-sensitive, move to where customers will pay more
Move when your truck, staff, and recipes are too good for your current customers. If you are offering Level 5 quality at Student prices, you are leaving money on the table. Go where customers will pay what your food is worth.
Multi-Location Strategy
Once your first truck is profitable, consider expanding to a second district. Here is how to think about it:
Diversify Your Segments
Do not put two trucks in districts with the same customer types. Spread across different segments to reduce risk:
| Combination | Segments Covered | Strategy |
|---|---|---|
| University + Business | Students, Fit Ones, Staffs, Managers | Volume play + premium play |
| Residential + Tourist Zone | Parents, Enviros, Tourists, Foodies, Influencers | Steady base + high-margin premium |
| Shopping Centre + Business | Parents, Tourists, Influencers, Staffs, Managers | Diverse mix + highest spenders |
Manage Each Location Separately
Each truck needs staff trained to match its district's expectations. Do not send a Level 1 employee to the Business District — train them appropriately for the location they serve.
Watch the Cash Flow
A second truck means double the costs before it starts generating revenue. Make sure your first location's profit can cover the startup period. Use your financial records to verify you have the runway.
The Location-Pricing Connection
Your district choice directly constrains your pricing:
| District | Pricing Reality |
|---|---|
| University Area | Low prices or lose Students — keep COGS tight to maintain margins |
| Residential | Mid-range works — balance value and quality |
| Shopping Centre | Mid to high — Tourists and Influencers accept premium pricing |
| Business District | Premium pricing — Managers expect to pay for quality |
| Tourist Zone | Premium pricing — all segments here value quality over cost |
Your target COGS should stay at 30-40% of selling price regardless of district. In low-price districts, that means cheaper ingredients. In premium districts, you can afford better ingredients — and your customers expect them.