Sit down stand up roll on the ground…your food comes first. Excellent food creates volume. They only line up because of the food. Customers will not give a rats ass about anything but the food.
Food truck owners serving excellent food might trump an opinion of a Chef that has no experience on a food truck and no vision to make it fit make it work. Many of the greatest most popular food trucks are owned and operated by folks that never worked in a restaurant. They had the vision for a dish or a menu that is wildly popular in the new culture of streetfood.
Food truck menus do not flip like a restaurant menu might. There is usually an identity a theme a showcase it or items that easily affords a way to identify a truck. Grilled cheese truck…Big Gay ice cream truck…Korean taco truck.