A new study by Technomic reveals 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.
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.
Some trucks have found exposure thanks to social media platforms like Twitter or TikTok where they can post videos of their food art. Though traction can be hard to pick up, unless one is using a growth service like those listed on Increditools (https://increditools.com/best-tiktok-growth-services/). However there are some other factors and trends that can affect a food truck’s success on the internet.
To help restaurant operators and suppliers understand the trends shaping the food truck movement, Technomic has written and published a report. The following is a link to the Food Trucks Innovation Report.
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.” Food trucks can increase their social media following by using a site like Bumped which could increase the number of customers. 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.
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