Inside the Happy Lobster: Co-Founder Alex Robinson Shares Insights on Food Truck Success!

Food truck season is arriving soon for The Happy Lobster, a beloved Chicago food truck that serves up fresh lobster all year round.

Co-founder Alex Robinson launched the food truck in 2015 alongside friends Neal Bassett and Tyler Cullitan. After noticing a lack of casual seafood options in Chicago, Alex drew on his family’s background in the seafood industry. He wanted to bring quality lobster rolls to the city in a fun, informal way. With the growing popularity of food trucks, he saw an opportunity.

Now, The Happy Lobster operates two food trucks and a brick-and-mortar location in Downtown Chicago. They offer catering, delivery, and event services, in addition to lunch and dinner offerings.

We chatted with Alex about the ups and downs of running a food truck business.

The Daily: What was your first year like?

Robinson: The food truck scene is very different now. Back then, we focused mainly on downtown lunches, and there were few good spots in the city. The competition was fierce. My days started early, around 4 or 5 a.m., prepping the truck. I spent a lot of time on the truck, often with long hours and barely any days off.

The Daily: How do your daily operations look now?

Robinson: Since the pandemic, we’ve shifted from mostly lunches to dinners. We now serve both the city and suburbs, reaching areas as far as Oswego and near Wisconsin. Our mornings are for prepping the trucks, and our days vary with lunch or dinner services, catering, and special events.

The Daily: How does your business handle the cold Chicago winters?

Robinson: Winter can be tough. It became costlier to operate the food trucks during those months, so we decided to winterize and shut them down from Thanksgiving to the end of February. Instead, we focus on at-home delivery. Our menu items come deconstructed, so customers can easily prepare them at home.

The Daily: What challenges do you face with your food trucks?

Robinson: Running any food business has challenges, like fluctuating costs and managing food waste. For food trucks, maintenance is a major concern. If something goes wrong, like a flat tire, it can put a full service day at risk. Keeping the trucks in top shape is essential.

The Daily: What’s been the best part of starting your business?

Robinson: At first, I planned to go solo, but my friends wanted to join me. I hesitated but eventually agreed, and it turned out to be one of the best decisions. I get to work daily with my close friends. Creating this business together has been an amazing experience—some years are better than others, but the journey together has been so rewarding.