Maybe you've noticed the recent spike in food trucks and pop-ups. They have blown up in popularity recently. 'Why' you ask? We'll get into that. BUT, did you know they have a rich history that dates back to the mid-1800's? Check this out:
Crazy, right? From chuck wagons in 1866, food trolleys in the 1910's, grocery store deliveries in the roaring 30's (bet you thought that was a new 21st-century thing), ice cream trucks in the 50's, street vendors in the late 60's, to today's growing food truck love. It seems these mobile restaurants are here to stay.
The economy is a powerful driving force behind the success or failures of the food truck industry. Seen as an inferior good in the 80's and 90's, it was then transformed into so much more in 2004 when Gourmet chefs joined the party.
Before the intensity of social media, food trucks seemed to be a novelty that almost entirely saturated the big city streets with cheap, easy access food, but not anymore! They're everywhere. Invading suburbia, small towns, and the like, as well as big cities.
I visited a food truck festival this weekend, and I definitely understand the appeal. I stuffed my face with pizza, funnel cake, a slushie, fries--all the classics. There were healthier, more upscale options, but that's not for me. Sometimes you just have to relive your childhood and get a few cavities in the process. There was a line of mobile food options to my left with live music and an art show to my right. The atmosphere paired very well with the sugar-carb, rush I inflicted on myself. So, how did I learn about this food truck fest? A Facebook event that showed up on my feed, of course!
The pop-up phenomenon paired with social media, compliment each other like powdered sugar on fried dough (get it, 'cause funnel cake). The quick communication aspect has created the perfect platform for cult-like followings for many trends and food trucks haven't missed out.
A simple Twitter blast will fill an empty LA parking lot with lines of people ready to enjoy their favorite food truck cuisine. Kogi Korean BBQ, with over 150,000 Twitter followers, is a big player in the food truck world. They have engaging replies and lots of pop-up dining opportunities that they showcase on Twitter and Instagram. Their simple approach is definitely working for them as you can see in the snapshot below.
Food is so central to people's lives, it has deep sentimental meaning, and it can elicit memories of grandma in the kitchen cooking up her famous recipe that was passed down from generation to generation. I believe this is what fosters such devoted followings to food trucks. Restaurants can do the same, surely, but the food truck fair atmosphere is unique. There are segments who love experiencing new cultures, and there are those who want a slice of home. Social media is bringing those together and making it simple and easy to connect and spread the word.
The power of social media has streamlined connection and is great at bringing people together, and so are food truck fests. Both are platforms for sharing content and experiences with the people you love. They're just different outlets, and one's a bit more edible.
I expect pop-ups to gain more traction especially in college towns such as Athens, GA where I already see an increase in awareness and liking. I mostly attribute this to food truck's appeal for campus organization events. I'm currently market researching for a local food truck who's looking to expand his market to more organizations on UGA's campus. We're looking into how to broaden reach using social media and a few other outlets. I'll keep you updated, but so far things look promising.
Are there any food trucks you love that you follow on social media? Let me know in the comments!
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