New Jersey food truck uses family recipes and smart decision-making to succeed

Lazarski Hernandez loves to cook Cuban specialties and has always dreamed of opening her own restaurant. When her sons Alejandro and his brother learned about a food truck for sale, it seemed like a perfect first step toward turning her passion into a family business.

“We knew it was our chance to create something special,” says Alejandro Hernandez.

In the summer of 2022, Pancitos food truck began offering authentic, homemade Cuban food to hungry customers in Northern New Jersey. It creates and serves specialties such as El Pancito Salsero, Cuban shredded beef with fried plantains, using Lazarski’s recipes. Since its start, Pancitos has succeeded by continually expanding the selection of homemade dishes it offers and by seeking out advice to make smart business decisions.

The North Bergen, New Jersey-based food truck company is being honored by Jersey Shops, a New Jersey Devils program sponsored by Citizens to spotlight New Jersey-based businesses making an impact on their community.

Hernandez recently shared the importance of finding the best possible resources, identifying what is unique about your business, and creating a plan for growth.

Tip: Seek advice from your community

One of the first business lessons the Pancitos team learned was the value of finding experienced sources of information. In the early days of running Pancitos, Hernandez was struggling to identify a good vendor for essential goods, from cups and takeout containers to meats and sauce ingredients. He knew that a high-quality, affordable resource for these core needs could impact profitability, customer satisfaction, and ultimately company success.

“Since it was such an important decision, I spent a lot of time researching but still wasn’t sure which resource to buy from,” Hernandez says. “Then I realized I should probably talk to someone with experience.” He found support from longtime restaurateur Alan Lopez, who had spent years both preparing and selling Cuban food as the owner of the North Bergen-based restaurant Rumba Cubana. Lopez provided insight on everything from where to source the high-quality, affordable ingredients and supplies for Cuban cuisine, to the best hours of operation.

“He solved my problem and helped put me in a position to buy the best possible supplies and save money,” Hernandez says.

Financing was another area in which the voice of experience helped Pancitos succeed. One of the company’s biggest initial expenses was the food truck, and Hernandez took out a personal loan to buy and refurbish the truck. His business banker suggested that he also secure a business credit card and line of credit to cover other startup expenses such as equipment, paper supplies, and inventory.

“Having some financing helped us prepare for expected and unexpected needs as we got started,” says Hernandez. “I see this business as an investment in our family’s future.”

Bottom line: Lean on informed resources to make smart, efficient decisions. Find resources by looking online for local business groups and industry-specific organizations. For financial decisions, a business banking partner can provide recommendations for the best tools to be prepared for opportunities and challenges.

Tip: Focus on your differentiators

From the start, Hernandez knew that his mother’s Cuban recipes — lovingly tested over the years at family gatherings — were the hook to make Pancitos a success.

In Spanish, the word “Pancito” means small dinner roll. The Pancitos specialty is a slider-style Cuban sandwich featuring fillings such as steak, grilled chicken, pork, plantains, guava, and cheese. Getting the right roll was key to making its sandwich stand out.

“The roll we use is a sweet bun, reminiscent of a brioche or Hawaiian roll that pairs well with our flavors,” says Hernandez. “Everyone loves it.”

The family is also busy developing new recipes and sauces to expand the menu, including a red guava barbeque sauce.

Another part of focusing on the company’s unique strengths was to identify locations where people were looking for food that is tasty and portable. One important spot for Pancitos is Bergenline Avenue in North Bergen, because it’s close to the James J. Braddock North Hudson County Park and lots of foot traffic. Since it’s mobile, the team also drives to places like schools to serve teachers on lunch breaks.

To raise the company’s profile and give back to the community that has helped it succeed, Pancitos participates in local events. For example, it serves coffee and espresso at gatherings like the town’s holiday tree lighting. “Everyone wants something warm and comforting at that type of event,” says Hernandez. “It’s a simple service to offer, but it makes a difference to the town.”

Bottom line: Identify what is uniquely valuable about your business. Differentiators can include what you offer, how customers buy from you, the service you offer, and a wide range of other company characteristics. As you build your business, also stay focused on the community. Whether your community is local or worldwide, look for ways to give back to the customers who make your success possible.

Tip: Create a plan for growth

The Pancitos food truck is the first step in the family’s restaurant business ambitions. Short-term plans include adding solar panels to the truck. Long term, the family would love to open a brick-and-mortar location.

“A food truck can be limiting, particularly in an area like New Jersey where the winter months are cold,” he says. “A storefront would give us the potential to grow and share our recipes with a wider audience year-round.”

Hernandez is also developing a catering menu to help expand the business’s market to weddings, parties, and other events.

“Over the holidays, we tested the waters by supplying food for a few holiday parties,” he says. “We tried offering items that aren’t on our regular menu, such as ropa vieja, a slow-cooked beef in tomato sauce dish, and arroz con pollo, a chicken and rice dish. It helped us see what types of items might work best on a catering menu.”

Alejandro Hernandez is an IT specialist for a nonprofit, and his brother is a police officer. They both work part time for Pancitos while their mother, Lazarski, concentrates on the business full time, overseeing day-to-day operations such as ordering and managing employees.

“It’s almost a 24/7 job, and we’re all putting in as many hours as we can,” Hernandez says. “We don’t mind though, since we are building something substantial for our family’s future.”

Bottom line: Even if you’re just getting started, take the time to think about the future and your ultimate business goals. Short-term goals help you focus on the right daily and weekly decisions. A longer-term plan can help you stay on a steady course to reaching your more ambitious objectives.

Do you need guidance on your small business journey? Schedule an appointment with Citizens to receive personalized assistance for your business.