Food Trucks a Lasting Trend

A new Technomic report highlights trends, insights and key players in the ubiquitous mobile food truck industry.

July 19, 2011

CHICAGO - Food trucks are here to stay reveals a new study by Technomic, noting that 91 percent of consumers polled are familiar with food trucks and agree that they have staying power. Only 7 percent of consumers polled who frequent a food truck said they expect their visits to decrease over the next year.

"The key for long-term success is getting the non-user to come on board," said Technomic Director Kevin 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."

According to Technomic, 70 percent of non-users are hesitant to purchase food from a mobile vehicle, which it cites as the biggest growth challenge.

To combat this resistance, Technomic has published its "Food Trucks Innovation Report," which includes the following details:

  • Location, location, location: 61 percent of consumers find out about food trucks "just happening up on them," not by social media. Of consumers who follow food trucks on social media, 84 percent visit a food truck at least weekly.
  • QSRs are impacted more by food trucks than other restaurants, with 54 percent of respondents indicating that had they foregone a food truck purchase, they would have eaten at a QSR.
  • Contact information for nearly 70 food truck and trailer operators, along with menus and pricing information.

Read more about food trucks in NACS Magazine.

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