A ride on my mobile kitchen

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


  1. 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/
  2. Coolen(2015)Trend: Food trucks.Retrieved on 8-9-2016, on Foodiesmagazine: http://www.foodiesmagazine.nl/blog/trend-food-trucks/118001/
  3. Boes(2015)Food Truck Festival Trend. Retrieved on 8-9-2016, on Trendbubbles: http://trendbubbles.nl/food-truck-festival-trend/
  4. 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

3 thoughts on “A ride on my mobile kitchen

  1. Interesting and actual topic, but once in a while you could be more clear and give more fundament to your statements. For example, what exactly do you mean when you say that “the food trucks are there to change people norms, values and needs”? I also wonder if there is any other megatrend related to food trucks festivals besides “mobility”. Give also answer to the question: where is this trend in the life cycle?
    Other remarks: your article should consist of at least 500 (and at the most 1000 words), however, it is only 417 words. Keep this in mind for the next time (you can find all the criteria at the assessment form in the student guide, including the mention of sources in the APA-style). In your next articles check also that your text is free of spelling mistakes.


  2. -Peter Engelshove-

    I think that food trucks certainly will be a threat for restaurants, but that the traditional restaurants will keep existing. The food trucks are very mobile and are able to move to busy places or places where people need food. For restaurants, this isn’t possible. But there is a new development going on in a few American cities. So will food trucks get a fine, when they are standing too close near a restaurant. Ms. Le, one of the food truck owners, disagreed the new rule. “It is a free market. Let the consumers decide when and where they want to eat” (Needleman, 2012). I totally agree with that argument. You can’t forbid the owners of the food trucks to stand on a public place, as they are nowhere at home. The consumer has to decide where they want to eat. So restaurants have to stand out above food trucks.

    On the other side, the new development has even more disadvantages for restaurants. A restaurant owner: “We spend a lot on advertising and promotions to bring people downtown, and the food trucks benefit from that” (Needleman, 2012). Food trucks certainly have an impact on the catering industry, but I think restaurant will keep existing. People will always need a quiet place where they can sit back and have a lovely dinner.

    Needleman, S. (2012). Street Fight: Foodtrucks vs Restaurants. Retrieved 15 September, 2016, from http://www.wsj.com/articles/SB10000872396390443404004577576992254177540


  3. It’s an interesting topic and it’s fun to see have fast it grows.
    But I don’t think food truck festivals will take over the restaurants and kick the restaurants off their thrones, because restaurants are also very popular at the moment and has always been popular. Food trucks are fun in the summer, but people don’t feel like it to eat outside when it’s cold, rains or even when it’s snowing.

    I think it’s a new branch of the trend festivals, sitting outside when you’re listening to some music. And at the moment festivals are really popular. You said that it grew really fast, don’t you think that it will disappear really fast as well? Because there came a lot of food trucks in a short period, the competition is killing. The food trucks have to have food from good quality, have to look nice and the price has to be cheap. Otherwise the truck will replaced instantly with another truck. Can the trucks handle this requirements? (Maartense, 2016)

    You say that the mega trend mobility is the trend behind the food truck. “You have to bring the food to the consumer instead of coming to the restaurant.” But people still need to go to the food truck festival, it’s not like they come to your house. So why is this different then from the restaurants? Do you think people think it’s too much of an effort to go to the restaurant, but do want to go to the food truck festival? The effort they have to make is the same right?

    Lara Uittenhout


    Maartense, D. (2016, June 7). Gaat de foodtruck ten onder aan zijn eigen succes? Retrieved from https://www.horecatrends.com/gaat-foodtruck-aan-eigen-succes/


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