technomic trendspotting series:

Innovation Report

Keeping executives ahead of the curve on mobile food trucks, trailers and carts

Technomics new
Trendspotting Series
examines differentiating
factors in operations, formats
and products to deliver
critical lessons in innovation
and adaptation.

Exclusive report coverage:

Market-by-market tour of the mobile food landscape

Proprietary consumer research on usage and satisfaction

Menu analysis of food trucks and their influence on culinary trends

Revenue-building opportunities
 technomic trendspotting series:

Innovation Report

Food trucks presence will be loud and lasting

Mobile food vehiclestrucks, trailers and even push cartshave made their presence known on streets and school campuses, at
businesses and in parks, but theyve also become the center of attention at legislative hearings, in restaurant test kitchens and even on
reality television shows.

Technomic has undertaken a North American tour, studying first-hand scores of mobile food vehicles in nine markets in the
United States and Canada. At the same time, customers were surveyed about their attitudes and behavior regarding food trucks. The
result is the most comprehensive bank of mobile food vehicle usage, menus, pricing, concept and marketing information available.

Operators need to know about food trucks

Mobile food vehicles are a competitive force. Many customers see them as not only competitive to, but sometimes
superior to, other to-go options.
Food truck menus are leading trends in international street food and portable gourmet fare. Smart menu developers
are watching these innovativeand sometimes rogueculinarians.
Mobile units can open the door for brick-and-mortar operators to larger catering opportunities, community outreach
and introduction to new markets.

Suppliers need to know about food trucks

Food truck operators, especially those without restaurant experience, can benefit from assistance with menu
development, marketing and more.
They also need labor-saving product that still allows customers to see fresh ingredients and preparation.
Mobile food vehicle operators can literally shift gears quickly, so suppliers need to stay ahead of their development needs.

Technomics comprehensive Food Trucks Innovation Report includes the data, insights and forecasting to enable both operators and
suppliers to drive their food truck strategy.

Report deliverables
In-depth Trendspotting Report: Includes all of the trends, consumer insights, implications and how-to listed on the opposite
page. Brightly written and colorfully illustrated, the report is prepared with the detail necessary to make real-life decisions and
strategic plans for working with, competing against or creating your own mobile food vehicles. Detailed appendices offer extensive
contact information for almost 70 food truck and trailer operators, as well as concept profiles and complete menus with pricing
information. Delivered electronically in PDF format or mailed as hard-copy.
Executive Report Presentation Slide Deck: A summary of the reports top-line trends and key points, as well as a snapshot of
Technomics primary consumer research results. Delivered electronically in PowerPoint format.
Optional Custom Workshop: Field researcher and Technomic Director Kevin Higar can present research findings customized to your
executive team, menu developers, sales staff or customers in person or via webinar. Higars data, experience and insight can be tapped
to meet your specific needs.

Technomic products are widely considered

the authority on foodservice trends and forecasts.
 This one-of-a-kind report will become an indispensable tool for
understanding cutting-edge culinary trends in food trucks.

ide
i ns rt!
ok po
Lo e re
th Report highlights
Proprietary consumer researchExamining critical consumer opinions and purchase behavior including awareness,
effective marketing, experience attributes, expectations and satisfaction
Menu trendsAn in-depth look at more than 20 menu trends that are creating a buzz among food truck fans and the
restaurant industry at large
Location and event strategiesThe Top 10 places youre most likely to find a mobile food vehicle
Mobile food vehicles vs. traditional brick-and-mortar restaurantsThe issues surrounding this competitive
marketplace as food trucks look to establish themselves and take market share
MarketingThe effectiveness and various forms of traditional and social media marketing strategies being implemented
Starting a mobile food vehicle businessIncluding elements of a business plan, a realistic daily schedule and motivating
factors based on discussions with operators in the field
Anatomy of a food truckGo inside a food truck to see what the typical operator has at their disposal
Packaging and other accessories
Additional amenitiesOffered by various mobile food vehicles at their specific locations for enhanced customer value
and satisfaction

Sample exhibit
Which of the following best characterizes why you purchased from a food truck?
28%
24% 25%

14%

3%

I just happened I specifically It delivers to my It was at or near I was influenced

to pass by make trips to it place of some event I by someone else
business was attending to visit
Base: 173 food truck users aged 18+

Analysis: Patronage at food trucks is still highly a function of serendipity and convenience. Successful operators both put
themselves where consumers congregate and devise methodssocial-media marketing, craveable food, creating a unique
experienceto bring patrons to them.

Next steps?
To order your copy todayor to learn more about how this exclusive report can benefit your organizationplease contact:
Patrick Noone
Vice President
312-506-3852
pnoone@technomic.com
 Why Technomics Trendspotting Series?

Expert examination of trend-setting operations, formats and products that serve as differentiating factors to deliver critical
lessons in innovation and adaptation to foodservice executives.

Unrivaled industry expertise: Technomic has been the leading provider of research and insights to the foodservice industry for
more than 45 years. Clients rely on our experience to guide their business decisions with measurable results.

Exclusive trend data and analysis in one easy-to-read publication: Technomic delivers the information you need to stay at
the forefront of innovation, answering pressing questions about cutting-edge industry trends to inform your business strategies.

Superior customer support: Our dedicated staff can also provide enhanced support for custom projects. Call to inquire about
these special SmartSupport services, including personalized presentations and data tailored to your specs.

Ease of use: Technomic reports are created by seasoned researchers and industry experts. We continually enhance our products
and services based on client feedback.

Unbeatable value: Technomic delivers premium products at highly competitive prices. Let us show you how our products and
services will save you time and moneyto ultimately become an indispensable resource for your organization.

About Technomic

Technomic is the leading fact-based consulting and research firm serving the food industry. Since 1966, weve been tracking trends,
advising clients, and publishing key industry reports. With hundreds of products and programsand custom serviceswere confident
we can provide the facts, insights and consulting expertise that will improve your results. Learn more about our capabilities and
product offerings at technomic.com.

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