The fumes of controversy surrounding food trucks are clearing, and consumers are showing increasing interest in mobile foodservice. New research by the National Restaurant Association confirms that 59% of consumers would be likely to visit a food truck if their favorite restaurant offered one; that’s up from 47% a year ago.
Nearly one-fifth of the 1,004 adult Americans surveyed in August saw a food truck in their community this summer, and 28% of those who did made a foodservice purchase from it.
“Convenience is a major driver in restaurant growth, and food trucks are certainly a convenient option by essentially bringing the restaurant to the consumer,” said Hudson Riehle, sr. v.p.-Research and Knowledge Group for the NRA. “Our research shows that in just one year, the number of consumers who say they would be likely to visit a food truck has increased significantly. We also found that food trucks have a more noticeable presence in communities in the West and Northeast than in other parts of the United States.”
According to the survey, nearly 30% of consumers living in the West and a quarter of those in the Northeast saw a food truck parked in the community this summer. About 15% of those surveyed in the South saw a truck, while only 9% of Midwesterners did.
As to the future, more than two-thirds of consumers (age 18-44 years) said they would be likely to visit a food truck if one is offered by their favorite restaurant; only 38% of those 65 or older expressed interest.
“Mobile foodservice can be a good way to extend an existing restaurant brand beyond the four walls of the establishment,” Riehle said.
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