How Cattywampus Grill built a thriving food truck business

Shane Betterton and Shayla Brown turned a spontaneous idea into a decade-long success story by choosing adaptability over rigid plans at every turn. The husband-and-wife team behind Cattywampus Grill, an Atlanta-area food truck and catering business, say the willingness to pivot, from an original restaurant concept to a food truck to a working farm, has kept their company profitable through changing conditions.

The duo joins us on the latest episode of Business Trends Today to reflect on the entrepreneurial journey that transformed a simple idea into a thriving business. Cattywampus Grill launched in 2014 after early talks of opening a restaurant took an unexpected turn when Betterton suggested a food truck instead. The mobile format appealed to the couple because it let them bring the business directly into communities rather than waiting for customers to come to them.

The menu blends Southern comfort food with creative twists, including a beef-and-chorizo burger that has won multiple “Best Burger” festival awards, along with dressed fries topped with goat cheese and fry sauce. Although neither founder attended culinary school, both credit their approach to food to family tradition and hands-on experience.

Bootstrapping & smart investments 

Betterton and Brown funded the company by living below their means and relying on family support rather than outside investors. That discipline shaped a key early decision. Instead of continuing to rent commercial kitchen space, a requirement for food truck operators, they converted a storage container into their own licensed kitchen.

According to the founders, the investment paid for itself within two years and now sits on their farm property, letting them prep and launch from a single location.

"If your heart is telling you to do something, definitely listen to your heart. But don't just jump into it blindly. Do your research." – Shayla Brown 

The COVID-19 pandemic forced a rethink of the business model when Georgia Tech, a longtime steady customer, abruptly stopped operations. Rather than scale back, the duo diversified by building Hound and Honey Manor, a farm-to-table operation with beehives, hydroponic vegetables, and plans for aquaponics and sheep. The goal, they said, is eventually supplying the truck directly from what they grow while generating separate farm income.

Understanding costs

Early on, the founders accepted nearly every booking that came their way, a common mistake among new operators, before realizing some events cost more to work than they generated once travel, food and labor expenses were counted. The company now sets minimum booking requirements and evaluates mileage upfront. Betterton said fuel costs alone recently reached roughly $700 for a single event. That cost discipline, they said, has kept the business profitable rather than simply busy.

While social media contributes to their presence, the founders note that the majority of their growth is propelled by word-of-mouth referrals and repeat business. They frequently secure bookings for weddings, corporate functions, private parties, and festivals from attendees who previously encountered their food truck, such as former Georgia Tech students who later booked the duo for their wedding celebrations.

Balancing success with personal priorities

Betterton and Brown once considered adding a second truck or a brick-and-mortar location but have shifted that vision toward expanding the farm while keeping a single truck, since both founders work it together. Their long-term goal is building a business they can pass down to their two young children, while continuing to develop new products, including handmade pickleball birdhouses sold online.

"Don't be afraid to reinvent yourself. We didn't see so many bumps happening the last five years, and it's been a heck of a ride, but we've overcome together." – Shane Betterton 

Before launching, the duo advises aspiring entrepreneurs to conduct thorough research, noting that they spent approximately a year analyzing the industry prior to purchasing their initial truck. Along with deep research, they emphasize the importance of adaptability, establishing healthy boundaries between work and life, and defining a clear exit strategy. Brown highlights that constant reinvention, coupled with persistence and a readiness to pivot when needed, has been fundamental to their ongoing success.