Food trucks have staying power, study says

(photo courtesy of Brad Ferguson )
July 22, 2011|By Richard Gorelick | The Baltimore Sun

A new study has good news for mobile food vehicles, as 91 percent of consumers polled who are familiar with food trucks say they view the trend as having staying power and not a passing fad. Only 7 percent of consumers who use mobile food vehicles (MFV) say they expect their frequency of visits to food trucks to decrease over the next year.

The study, by Tehcnomic, a research and consulting firm servicing the food and foodservice industry, says that once consumers gain exposure, explains Higar, they seem to have very positive impressions of the experience. But according to Technomic's research, 70 percent of non-users are still hesitant to purchase food from mobile vehicles, which is probably the biggest current growth challenge.

Report findings include:

  • Although social media is an integral part of food truck marketing and patronage, 61 percent of consumers find out about mobile food trucks by “just happening upon them.” Of the consumers who do follow food trucks on social media, 84 percent do so at least once a week.
  • Three quarters of consumers who have come across MFVs located together in a central location make combined food and/or beverage purchases from two or more operators during any given meal occasion. Because of the highly specialized nature of food truck menus, they lend themselves well to this type of multi-concept purchase.
  • Quick-service restaurants seem to be impacted by mobile food vehicle success more than other traditional restaurants, with 54 percent of respondents saying if they had not bought from a food truck, a quick-service restaurant would have been their most likely
 
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