Food trucks have staying power, says Technomic

Food trucks have staying power, says Technomic
July 18, 2011

 

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

Technomic Director Kevin Higar says the movement could be far from reaching its apex. “The key for long-term success is getting the non-user to come on board,” says Higar. “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.”

 

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.

To help restaurant operators and suppliers understand the trends shaping the food truck movement, Technomic has published the Food Trucks Innovation Report.

Report findings include :

  • Although social media is an integral part of food truck marketing and patronage, 61 per cent 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 per cent do so at least once a week.

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