Thinking about starting a food truck business? In the latest episode of Yelp’s Behind the Review, German Sierra — co-owner of Pana Food Truck — opens up about how he and his wife, Gabriella Ramirez, transformed their Venezuelan arepa truck into one of the Top 100 Food Trucks in the US.
A Journey Fueled by Arepas & Ambition
German and Gabriella began with a simple idea: introduce authentic Venezuelan arepas to their new community in California. Starting small, they navigated the maze of permits, regulations, and the challenges that come with operating a mobile kitchen. Their very first sale set the tone — a mix of excitement and determination that would shape the years to come.
Staying Focused & Building a Brand
One of Pana’s keys to success was keeping their menu focused. By centering their entire concept around the arepa, they not only educated customers about a dish many had never tried but also built a clear, recognizable brand. This simplicity became a strength.
Marketing on the Move
From “parking in the middle of nowhere” to building buzz through word of mouth and social media marketing, Pana found creative ways to grow. They emphasized storytelling, customer engagement, and memorable experiences that kept people coming back — not just for the food, but for the community vibe.
From Truck to Brick & Mortar
As their loyal fan base expanded, Pana Food Truck made the leap to open a brick-and-mortar restaurant in Santa Cruz. Along the way, they leaned on customer reviews, prioritized cleanliness, and stayed true to their roots — all lessons that aspiring food truck owners can learn from.
Advice for Aspiring Food Truck Owners
German’s final takeaway? Focus on what you do best, listen to your customers, and never underestimate the power of a good story.
