From Employee to Boss-to-be: The Future Businessman

            In many ways, Daniel Tennekoon is a regular guy in his early twenties: he loves Philadelphia sports, summer vacations, and living in Center City (but misses his mom’s cooking). Yet while other young Americans anticipate repaying endless student loans and struggling to find jobs, Tennekoon is preparing for the privilege of becoming his own boss.

           His decision to open an Italian food truck on Villanova University’s campus led Tennekoon to temporarily withdraw from Temple University last fall. But the business major believes a combination of culinary talent and “savvy marketing skills” are enough to begin this venture successfully. 

Tennekoon spent six months in Italy, where he
studied at the Italian Culinary Academy.

        “New business blueprints often show impressive potential and then fail, because owners do not properly evaluate local market conditions or consumer needs,” Tennekoon explained. He came up with this slogan on the spot – “high quality, low price, no hassle” – and then illustrated how the principle applies to his own company.

Recently - at Cucina Forte, a cozy BYOB restaurant in South Philly - Tennekoon sat down to discuss how he learned to cook in Italy, what it means to be a “foodie” (it’s heretical, for one), and his plans to retire early.

Q: You mentioned your hometown was not far from Villanova. Where are you from?

A: I grew up in Bryn Mawr, but we didn’t move there until ’96, I believe, during that intense blizzard. I lived in Michigan before that and was born in Baltimore.  

Q: How long have you lived in Philadelphia?

A: Almost two years now, but my dad is a doctor in the city, so I visited frequently before then. 

Q: Can you identify any specific experiences – personally or professionally – which have directly contributed to this endeavor?

A: I have a pretty good answer to that, actually. The biggest influence has definitely been attending culinary school in Italy, where I learned to appreciate mise en place – which literally means “putting in place” – or, in American terms, efficient food preparation. Also, my mother is Italian and a wonderful cook, while my dad is Sri Lankan and loves anything spicy. So I’ve had an overall diverse upbringing regarding food.

Q: Please describe your progression thus far in pursuing the goal of opening a local food truck company.  

A: Well, for a while nobody was willing to invest, until my business partner joined the project and suggested the location. From there, the marketing plan practically wrote itself, so all we had to do was pitch it. Currently, we are finalizing agreements with two investors (who, for personal reasons, asked to remain anonymous). Ideally, I would have funded the entire company myself, but that was never a realistic option. We have tried to limit outside contributions as much as possible, though, which has helped us to maintain control of our fundamental mission.

Q: And what is your fundamental mission, exactly?

A: Ah, totally saw that one coming. Our mission is to provide hard-working customers with quality, gourmet food products at an affordable convenience.

Q: Why did you focus on Villanova’s campus as a [starting] location?

A: I knew all along a college town would be a profitable market. But my partner graduated from Villanova and knew there was a need for a food truck on campus. Also, there are various businesses and schools in the surrounding area. So there is a substantial market of customers whom no one is satisfying at the moment.

Q: Do you plan to accommodate Villanova’s student meal plan options – if so, how?

A: It’s simply in the best interest of the company to accept Villanova’s “Wild Card.” Many students determine where they eat based on which places accept their meal plan, and not doing so essentially compromises our survival.

Q: What has the entrepreneurial business been like so far?

A: Enlightening. There are many responsibilities, such as adhering to certain codes and regulations, which go unseen by the general public. Also, I’ve learned certain things about myself. For instance, I never considered myself a control freak until now. 

Q: Do you feel you are on track to achieving your final goal?

A: Objectively speaking, yes. Precautions take time but are necessary. I’ve learned it really is better to do things right the first time – whether it takes an extra month, year, whatever.  

Q: What is the most rewarding thing about this project for you personally?

A: If all goes accordingly, I will be able to do what I enjoy for a living, and on my own terms. Not everyone can say that about their jobs.    

Q: As an experienced student yourself, what observations have you made regarding the success of food trucks on college campuses?

A: They’re convenient, which is why the idea is popular in my opinion. But in terms of specific food trucks, authentic food and reliable service make loyal customers, who in turn tell their friends; word-of-mouth promotion is definitely important.

Q: Please identify any long-term goals/visions you have for the company.

A: Eventually, I would like to open a restaurant somewhere in the city. I plan to work hard now and set an example, so that others can eventually run the business, and I can retire early.

Q: What have you found most discouraging about the food truck industry? What about the food industry in general?

A: For me, the unconventional hours have taken a toll. I was half joking before, but I really am trying to put in my “hard time” now, so one day I can relax and oversee operations from a distance. As for the food truck industry, while I certainly think it has potential, I am concerned with how I’ve seen them handled. Some vendors think they can get away with high prices and low standards, which has a negative ripple effect on the entire industry.

Q: Please describe any challenges you have encountered thus far or anticipate in the future.

A: Physically “outfitting” the truck has been pretty difficult. We’ve had to realistically determine which materials are absolutely necessary, and then come up with the resources to gather them.

Q: Food trucks have recently become a growing product-market in Philadelphia as well as numerous other urban areas. What advice can you offer those considering a venture similar to your own?

A: From my personal experience, I would say don’t underestimate the importance of location. Your business must be in a place where customers can access you and will want to. Also, offer something people are willing to pay for, but make it your own. That way, competitors won’t be seen as equal substitutes.

Q: What specialties will your truck offer that competitors don’t?

A: I like to think the whole idea of an Italian food truck is unique. When most people think of Italian, they tend to think “wine and dine”, as in spending time and money on a fancy dinner. What I am trying to do is highlight the best aspects of Italian cuisine and culture but package the menu in an “on-the-go” kind of way. We are anticipating the arrival of direct competition soon after opening the truck, so to keep customers loyal, I am considering a fixed-price menu: all lunch items one price, all dinner items one price, etc. Potbelly [Sandwich Works] does this, and it seems to work well for them. As a customer, I appreciate a business that focuses on such small yet important benefits.