CHICAGO – A new survey conducted by The NPD Group reveals that nearly half of consumers who visit a food truck do so to replace a QSR visit.

The survey asked food truck visitors where they would have obtained food and beverage if not from the food truck, and roughly half said they would have ordered from a fast food restaurant. Meanwhile, 20% said they would have skipped the meal altogether, a response that NPD interpreted to mean that the food truck stop was unplanned.

“Convenience” and “interesting” foods were the top reasons consumers gave for visiting a food truck, which NPD said are the traditional strengths of QSR outlets.  

When it comes to frequency, the majority of food truck visitors make purchases only “very occasionally,” NPD noted, with half purchasing from them once every two to three months or less often. As such, at least for now, food trucks do not pose considerable threats to the QSR industry.

“For now at least, food trucks need not be viewed as a threat to restaurant demand nationally,” said Bonnie Riggs, NPD restaurant industry analyst. “However, in markets with a developed food truck presence, QSR operators may wish to take note of the benefits food trucks offer, such as different and fresh food, especially as a means to build their snack business and/or protect lunch traffic.”