How a 30-Year-Old Launched a Coffee Business from a Food Truck

What do you do when you’re turning 30 and the usual gifts—jewelry, handbags, the latest phone—just don’t excite you? For Lu Kaizheng, a former marketing manager born in 1973, the answer was clear: she gave herself the ultimate birthday present—a food truck, outfitted as a mobile coffee shop, to chase her dream of running her own café.

The answer is simple: with a second-hand truck, some custom woodwork, and under $70,000 in total investment, Lu launched 'Good Lu Coffee'—a mobile coffee business built around a single goal: doing what she truly loves.

From Office Job to Coffee Entrepreneur

Lu Kaizheng wasn’t new to coffee. She had worked in cafés for years, but always dreamed of opening her own shop. The risks and costs of a traditional café were too high, so she chose a more flexible path: a coffee truck. "This was the first time I was this determined," she said. "I wanted to work for myself, to do something I really cared about."

Her family and friends were skeptical. She had a stable, well-paying job as a marketing supervisor—but she walked away from it. The pull of crafting coffee and seeing customers smile, she said, was worth more than any office comfort.

Building the Truck and Getting Started

Lu spent two months preparing. She bought a second-hand ‘fat truck’ (a larger, boxy food truck common in Asia) for NT$400,000 (approximately $13,000 USD), then invested another NT$300,000 (around $10,000) to outfit it with wooden cabinetry, a grinder, and an espresso machine. The total startup cost was around NT$700,000 (about $23,000).

The truck quickly became more than just a mobile espresso bar. It’s decorated for holidays and events—like Halloween and photography exhibitions—and can even sell cookies and postcards alongside coffee and tea. The interior is modular, allowing her to adapt it for different locations and themes.

Operations, Pricing, and Customer Insights

Good Lu Coffee typically parks in Taipei’s Eastern District, targeting office workers during lunch (12pm–2pm) and the afternoon slump (3pm–4pm). On weekends, it’s booked for corporate events, school fairs, and even once appeared in a Taiwanese idol drama. Most gigs come through food truck Facebook groups and her own fan page.

Pricing is a competitive advantage: coffee ranges from NT$50 to NT$80 (about $1.65 to $2.65), and tea drinks from NT$30 to NT$50 (about $1 to $1.65)—far lower than major chains. Lu kept experimenting with beans until she settled on a smooth, easy-drinking Latin American single origin that appeals to a broad audience. She also offers milk bread sticks and tea as additional options.

Early monthly revenue averaged just NT$50,000 (about $1,650), barely covering costs—but Lu expected that. "The first six months were just preparation," she said.

The Challenges of Mobile Coffee

Running a coffee truck isn’t all sunshine and lattes. Weather is a constant hurdle—last summer was especially brutal, with heat and mosquitoes driving customers away. And while the truck feels like freedom, it’s tightly regulated. Operating as a street vendor requires official permits; you can’t just park anywhere.

But the challenges brought unexpected rewards. "I’ve met so many amazing people," Lu said. "Hearing their stories while sharing a cup of coffee makes it all worthwhile."

The Future: More Experiments, A Permanent Shop

Lu plans to keep testing new ideas—like adding retro-style drinks such as traditional Taiwanese “bubble drinks.” But her ultimate goal remains the same: one day, she wants to open a physical café of her own. "Good Lu Coffee will keep evolving," she said. "This is just the beginning of my coffee journey."

Frequently Asked Questions

How much did it cost to start Good Lu Coffee?

Lu Kaizheng spent around NT$400,000 (about $13,000) on a second-hand food truck and an additional NT$300,000 (around $10,000) on custom woodwork, a grinder, and espresso machine—totaling roughly NT$700,000 ($23,000) to launch the mobile coffee business.

What kind of coffee does Good Lu Coffee serve?

After testing several options, Good Lu Coffee now serves a smooth, easy-drinking Latin American single origin coffee. The shop also offers tea drinks and paired items like milk bread sticks. Prices range from NT$50–80 for coffee and NT$30–50 for tea.

Where does the coffee truck usually operate?

The truck mainly parks in Taipei’s Eastern District, serving office workers during lunch (12pm–2pm) and the afternoon (3pm–4pm). On weekends, it’s hired for corporate events, school fairs, and other private bookings. Events are booked via Facebook groups and the shop’s fan page.

Does the coffee truck have any special features or themes?

Yes, the interior is modular and can be decorated for holidays and events like Halloween or photography exhibits. It can also be used to sell add-ons like cookies and postcards.

What challenges has Lu Kaizheng faced with the coffee truck?

Major challenges include bad weather (heat and mosquitoes), inconsistent customer turnout, and strict regulations. The truck is legally considered a street vendor and must operate only in approved areas with proper permits.

What are Lu Kaizheng’s future plans for Good Lu Coffee?

In addition to trying new drinks like traditional Taiwanese bubble tea, Lu’s long-term goal is to open a permanent, physical coffee shop where she can continue growing her coffee business.

Recommended FrontStreet Beans for Coffee Trucks

For mobile coffee setups like Good Lu Coffee, FrontStreet Coffee’s Ethiopia Humbera offers bright floral and citrus notes with a juicy body—ideal for filter or light espresso. Their PWN Golden Mandheling delivers a classic balanced profile with chocolate and mild spice, great for espresso or milk drinks. Both beans are versatile, crowd-pleasing, and roast to highlight clarity and smoothness—perfect for a food truck serving diverse customers. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.