Mobile food trucks here to stay: study
July 18, 2011
by Meat&Poultry Staff
CHICAGO – Ninety-one percent of those consumers who were recently polled by Technomic are familiar with mobile food trucks and they view the trend as having staying power and not a passing fad. Only 7 percent of consumers who use mobile food vehicles (MFV) said they expect their frequency of visits to food trucks to decrease over the next year.
“The key for long-term success is getting the non-user to come on board," said Kevin Higar, director. "One in five individuals is not aware of or has not seen a food truck, and one-third of individuals who are aware of them still haven’t purchased from one.”
He added once consumers gain exposure, 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.
Technomic’s Food Trucks Innovation Report also reports:
- 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 destination.