A foodtruck catering platform that knows where its leads come from

The client

RC Rolling Catering runs the official Frittenwerk foodtruck — Canadian-style street food for corporate events, trade fairs, and festivals across NRW, from 100 to 3,000+ guests. Their sales channel is simple: someone plans an event, finds the truck, sends an inquiry. Everything depends on that inquiry arriving — and on knowing what made it arrive.

The starting point

The business had outgrown its web presence. The site lived on a borrowed subdomain of the brand partner, inquiries came in by phone or free-text email, and Google Ads ran against a conversion that Google itself flagged as misconfigured — it had been auto-detected on the old domain and never fired again after the move. In practice that meant: real marketing budget, no reliable signal about which channel produced which lead.

What we built

A static-fast site with real depth. rcrollingcatering.com is generated with Eleventy — 200+ pages covering event types, cities, and trade-fair dates, served as pure static HTML. No CMS to maintain, nothing to hack, page loads that feel instant on fairground Wi-Fi.

A booking wizard instead of a contact form. The inquiry form is a multi-step wizard with per-step validation and a local draft — a reload or a dropped connection never loses a half-typed inquiry. Every submission is delivered by a small PHP/SMTP backend with a confirmation mail to the guest.

Tracking that respects DSGVO — and still works. GA4 and Google Ads run behind Consent Mode v2: nothing personal is stored before consent, cookieless pings keep conversion modeling alive, and the Ads conversion fires only when an inquiry is actually sent. The privacy policy and cookie banner were updated to match — the setup Google's own diagnostics now verify as recording.

Attribution down to the food truck itself. Every lead email carries its marketing source: Google Ads click IDs, UTM parameters, landing page, referrer. Even the QR code on the truck's serving hatch is tagged — a scan at a festival shows up as its own channel, not as anonymous "direct" traffic.

SEO as a structure, not an afterthought. City and event pages, a German-language blog with genuinely useful guides (booking a foodtruck for a festival, corporate catering, building your own truck), structured data, and clean internal linking.

The result

Every inquiry now answers the question it used to raise: where did this come from? Ads, organic search, the blog, or a QR scan at the truck — each lead is labeled at the moment it arrives. Conversion tracking is verified and recording, the site deploys itself from a git push, and the client edits content as markdown files instead of wrestling a CMS. The truck itself books out through the site — foodtruck catering for corporate events and festivals across NRW.

The honest summary: no magic, just a tight stack — static site, one wizard, one tracking setup done properly, and attribution wired end to end. Built and maintained by Ventus, a software agency in Cologne — see our custom software development services.