How Much Does the Average Food Truck Make in Milwaukee? 2025 Revenue Guide

The average food truck in Milwaukee makes $160,000-$360,000 in annual revenue, with daily sales typically ranging from $550-$1,400 during regular service. Top performers can hit $480,000+ annually, while struggling trucks might barely clear $110,000. Milwaukee's growing population, diverse food scene, and business-friendly environment create opportunities, but lower average ticket prices compared to major cities and seasonal weather patterns mean revenue is typically lower than NYC or LA.

Revenue varies dramatically based on location, concept, and operational efficiency. Understanding what you can actually expect requires considering Milwaukee's unique market characteristics.

Daily Revenue: What Milwaukee Trucks Actually Make

On a typical weekday lunch shift, Milwaukee food trucks make $550-$1,100 in sales. That's based on serving 55-110 customers at an average ticket of $10-$11. Prime locations in downtown Milwaukee, Third Ward, or business districts can push that higher—operators can consistently hit $1,300-$1,700 on good days.

Weekend revenue is more variable. Milwaukee's weekend markets, festivals, and event scene can be lucrative. A food truck at a weekend farmers market or festival might make $1,900-$2,900 on a Saturday, while a truck that works downtown during the week might make $250-$500 on the same day if they're parked in a dead zone.

Event days are where the real money is. Food trucks at Milwaukee festivals, corporate events, and private parties can make $2,500-$6,200 in a single day. One operator in a shared that his best day ever was $5,800 at Summerfest. "That one event made up for an entire slow month," he said.

The weather factor is significant in Milwaukee. Winter can cut your sales by 30-50% compared to summer, especially during snowstorms or extreme cold. Summer is peak season, with long days and warm weather boosting revenue. Operators can lose $20,000 or more in potential revenue during particularly harsh winters because customers just don't come out.

Annual Revenue: The Full Picture

Annual revenue for Milwaukee food trucks typically falls into three tiers.

Entry-level trucks make $110,000-$160,000 annually. These are newer operators, trucks with mediocre locations, or concepts that haven't found their audience yet. At this level, you're probably breaking even or making a small profit after expenses. Many trucks operate here for their first 1-2 years while building a customer base.

Average trucks make $160,000-$360,000 annually. This is where most established Milwaukee food trucks land. You've got decent locations, repeat customers, and some event business. A truck making $280,000 with 25-30% margins is generating $70,000-$84,000 in gross profit before owner salary.

Top performers make $360,000-$520,000+ annually. These are the trucks with cult followings, prime locations, and strong event business. They've optimized everything—menu, service speed, locations, marketing. Taco truck operators can hit $500,000 or more annually by running tight operations and securing 3-4 corporate events per month.

The average food truck nationally makes around $300,000 in annual revenue, but Milwaukee averages tend to be slightly lower due to lower average ticket prices and seasonal weather patterns, though the large population and growing food scene help offset this.

Profit Margins: What You Actually Keep

Revenue is one thing—profit is another. Milwaukee food trucks typically operate on 8-15% net profit margins after all expenses, which is better than major cities due to lower operating costs.

Food costs run 25-35% of revenue. A truck making $280,000 annually spends $70,000-$98,000 on ingredients. This is your biggest variable cost and where efficiency matters most. One operator shared in a that he reduced his food costs from 32% to 26% by buying directly from local suppliers and tightening portion control—that 6% difference was $16,800 in his pocket.

Labor costs run 25-35% of revenue. That includes your own salary and any employees. Most Milwaukee trucks run with 2-3 people during service. Owner-operators who work the truck themselves can keep labor costs lower, but you're trading money for your time.

Commissary and storage costs run $150-$750 per month ($1,800-$9,000 annually). Milwaukee has commissary options, and fees vary widely based on what's included.

Permits and licenses cost $1,800-$3,800 annually. Milwaukee's permit requirements are moderate, and costs are generally reasonable. Mobile food unit permits are more accessible than in some major cities.

Insurance runs $1,800-$4,200 annually. Commercial auto, general liability, and equipment coverage are all required, and Milwaukee's insurance costs are lower than major cities.

Fuel and vehicle maintenance cost $3,500-$11,000 annually. Generator fuel alone can be $120-$300 per month for a truck that operates 5-6 days a week. Milwaukee's winters mean more vehicle wear than warmer climates.

Marketing and other expenses add another $1,200-$3,800 annually. Social media is free, but promotional materials, website costs, and occasional paid advertising add up.

After all expenses, a truck making $280,000 in revenue might net $22,400-$42,000 in profit (8-15% margins). Add in the owner's salary (which is often categorized as labor), and the owner might take home $48,000-$82,000 total. That's solid income, especially considering Milwaukee's lower cost of living compared to major cities.

What Makes Milwaukee Different

Milwaukee is both easier and potentially less lucrative than major markets. Here's what makes it unique.

Lower prices mean lower revenue potential per customer. Milwaukee customers typically pay $8-$12 for lunch from a food truck—less than major cities. That lower average ticket means you need higher volume to match major city revenue.

Competition is moderate. Milwaukee has a growing food truck scene, but it's not as saturated as major cities. Standing out requires a great concept and consistent quality, but you're not fighting thousands of competitors for every spot.

Permits are more accessible. Milwaukee's mobile food unit permits are easier to obtain than in some major cities. You're not waiting months or paying $15,000+ on the secondary market. This lowers barriers to entry but also means more new competition.

Operating costs are lower. Commissary fees, parking, insurance, and ingredients cost less in Milwaukee. Your $280,000 in revenue might translate to similar or better profit than the same revenue in a higher-cost city.

Density creates opportunity in specific areas. Milwaukee is spread out, but areas like downtown, Third Ward, and business districts have high density during business hours. A good spot in downtown can serve 90+ customers in a 3-hour lunch rush.

Seasonality is significant. Milwaukee has cold winters, so there's more seasonal drop-off than in warmer climates. Some operators report a 30-50% drop compared to summer, which affects annual totals.

Location Impact on Revenue

Where you park dramatically affects your revenue. Different Milwaukee areas have very different potential.

Downtown Milwaukee and Third Ward are the gold standard for lunch trucks. Office workers, consistent crowds, high turnover. Trucks in good downtown or Third Ward spots can hit $1,100-$1,700 daily during lunch. But competition is moderate, and parking spots require permits.

East Side offers strong potential. The mix of residential, offices, and entertainment creates consistent lunch crowds. Competition is lower than downtown, but revenue can be slightly lower.

Events and catering can happen anywhere in the metro area. The location of your event business doesn't depend on your regular parking spots. Operators who build strong event businesses can generate significant revenue regardless of where they park daily.

Seasonal Patterns

Milwaukee food truck revenue follows seasonal patterns with significant swings.

Spring (March-May) sees revenue building as weather improves. March can still be cold, but April and May are strong months. Budget for some snowy days cutting into revenue.

Summer (June-August) is peak season for most trucks. Long days, warm weather, outdoor events, festivals like Summerfest, and festivals all boost revenue. Many operators make 35-45% of their annual revenue during these three months.

Fall (September-November) stays strong. September and October can rival summer months. November starts to see revenue drop as weather cools.

Winter (December-February) is challenging. December has holiday events that help, but January and February are often the slowest months. Some operators report a 30-50% drop compared to summer. Snowstorms can shut you down entirely.

Operators report monthly revenue patterns where June through September average $30,000-$38,000/month, while January and February might hit $15,000-$20,000. The significant seasonal variation makes cash flow management critical.

What Top Performers Do Differently

The trucks that hit $360,000+ annually share some common characteristics.

They've optimized their menu for speed and profit. Top performers can serve 75+ customers per hour during rush because they've streamlined their menu and prep process. They know their food costs to the penny and price accordingly.

They've secured prime locations or built strong event businesses. Either they've got the best lunch spots locked up, or they've built relationships that generate consistent event revenue. Often both.

They treat it like a business, not a hobby. Tracking revenue, managing food costs, marketing consistently, and making data-driven decisions. Top-performing operators review their numbers weekly and adjust based on what's working.

They've built loyal followings. Social media presence, consistent quality, and memorable experiences turn one-time customers into regulars. Regulars are more profitable because they order faster, tip better, and bring friends.

They diversify revenue streams. The best Milwaukee operators don't rely solely on lunch service. They do events, catering, and sometimes wholesale or retail sales. Multiple revenue streams provide stability and growth, especially important during slow winter months.

The Bottom Line

The average Milwaukee food truck makes $160,000-$360,000 in annual revenue, with daily sales typically ranging from $550-$1,400. Top performers can exceed $520,000 annually, while struggling trucks might barely clear $110,000.

Profit margins run 8-15% after all expenses, meaning a truck making $280,000 might net $22,400-$42,000 plus owner salary. That translates to owner income of $48,000-$82,000 for a typical operation, more for top performers.

Milwaukee offers a more accessible market than major cities, with lower barriers to entry and operating costs. Lower average ticket prices mean you need higher volume to match major city revenue, but the lower cost of living and growing population create consistent opportunities. The operators who thrive are the ones who treat it like a serious business—optimizing everything from menu to marketing to location strategy, and planning for significant seasonal variation.

Ready to find the perfect location for your Milwaukee food truck? Browse available spots on FoodTruckLease to see listings in Milwaukee with pricing, foot traffic data, and reviews from other operators.