There is no way to avoid it anymore. The food truck festivals these days are everywhere. Full of funny and inspiring food trucks with the most healthy and tasteful food. Eating outside the door was never as fun as ever before. Nice music, a place to chill and enough food and drinks for everybody. Have a taste of all the different restaurants, there bring their little mobile kitchen to you. Everything in one place. The only thing you need is begging for a good weather and taking you’re best friends with you to have a wonderful day.
When the first festival took place in 2008, there were barely 20 trucks. Now, eight years later, there making place for 130 trucks. There started with one, but now there more than 450 food truck festivals these days. The food trucks are distinguished by selling local and organic food. They sell all kind of different hamburgers, special meat, vegetables or forgotten fish species. The trend of food trucks was started in America and it’s taking place in the Netherlands right now. It will become more popular than ever. (D. Martens, 2016)
The reason why this is a meso trend? It changed the way of eating outside the door. The food truck festival is just a new way of running a restaurant. The restaurants are heaving their own small restaurant at the festival and selling their food in their own food truck. An easy way to let the people taste the way of food they make. The restaurants can move with the trucks and visit all the different festivals. Maybe more like the mobile kitchen is the main meso trend instead of the festivals only. The megatrend behind the food truck is the mobility. You have to bring the food to the consumer instead of coming to the restaurant.
Instead of the food truck festival, there is also the food truck itself. If food trucks fit in the category fashion it would have to be rhythmic, temporarily and something new has to be derived from something old. They aren’t rhythmic and temporarily, food trucks have always been there. Back in the day, they weren’t as popular as they are now. If the food trucks were popular for a short amount of time, intense, only once and temporary it could have been a hype or maybe even a craze. But the food truck isn’t there for a short amount of time, only once or temporary. It’s there to change people norms, values and needs. By organizing these festivals people are feeling their needs to visit them.
Food festivals can offer a whole host of sensory experiences for visitors while engaging with a destination and its people. Understanding visitors’ motivations to attend a specific food festival is beneficial for both community developers and festival professionals when implementing an effective marketing strategy in order to promote the event. This study applied a festival motivation framework incorporating three interacting components as the foundation to study food festival motives. The factor analysis results revealed six delineated motivational dimensions of visitors attending a regional food festival in Texas. Findings indicated patrons attended the food festival for generic leisure and travel needs, event-specific experiences, and extrinsic motives. Marketing implications are discussed along with the findings(W. Chang, J. Yuan, 2011).
The food truck festivals were getting bigger and bigger. There will be growing. Did you think the food truck festivals will take over the restaurants? Will they kick the restaurants off their throne? And take over the food industry?
By Sanne van Eeuwijk, 1657485
- Maartense(2016)Gaat de food truck ten onder aan zijn eigen succes?Retrieved on 7-9-2016, on Horecatrends: https://www.horecatrends.com/gaat-foodtruck-aan-eigen-succes/
- Coolen(2015)Trend: Food trucks.Retrieved on 8-9-2016, on Foodiesmagazine: http://www.foodiesmagazine.nl/blog/trend-food-trucks/118001/
- Boes(2015)Food Truck Festival Trend. Retrieved on 8-9-2016, on Trendbubbles: http://trendbubbles.nl/food-truck-festival-trend/
- Chang, J. Yuan(2011)A Taste of Tourism: Visitors’ Motivations to Attend a Food Festival. Retrieved on 20-10-2017, on ResearchGate: https://www.researchgate.net/publication/233628785_A_Taste_of_Tourism_Visitors%27_Motivations_to_Attend_a_Food_Festival