How Social Media Is Fueling the Food Truck Phenomenon

Anyone who has lived in Manhattan long enough has seen the long lines that accompany food trucks, especially during the lunch hour rush. Like many articles and topics already discussed in class this semester, this article further supports the evolution of social media and its influence on different aspects of our community. This particular article turns the focus to the “mobile” food industry. However, many people, including myself, may have had the perception that food trucks are nothing more than low-grade “street meat.” So why trucks? Why now? Call it coincidental, but the mere fact that there has been an influx of high-quality restaurant brands to food trucks along with the social media boom has been a match made in heaven for some business, specifically those mentioned in this article.

Despite being a form of low-cost marketing, restaurants such as Rick Shaw Dumpling Bar and Kogi BBQ have utilized food trucks to promote their business either through Twitter and Facebook or WordPress. They along with Grill5 Taco and Dante Fried Chicken have used social media as a tool to not only spread awareness about their respective business but also to better understand what their audience wants. As result, food trucks were not only striving for higher quality tastes but were also establishing brand loyalty with their customers. Social media has made it possible for food trucks to establish permanence while giving a voice to their brands.

The creative director of Kogi BBQ has stated: “Food is my business. Culture is my department. And social media is the bridge that allows for me to let those two worlds talk to one another.”

So, with that said, the article asks: What food trucks have you seen, and more specifically how do you think social media has become an important part of the mobile revolution, if at all? Are their other high quality restaurants in the city that could perhaps utilize food trucks via social media awareness to grow their business?


One thought on “How Social Media Is Fueling the Food Truck Phenomenon

  1. I’m not a big food truck fan, only because I don’t have the time to leave my office and wait on line. But I think the idea is brilliant. Especially for restaurants that have used this as a a new channel strategy. It’s essentially a production extension. The restaurant can increase exposure of it’s name, increase product trial, test new recipes to introduce in the physical locations, and expand it’s footprint. Beyond the traditional social media platforms, like FB or Twitter, location based strategies to geo target specific clientle could be another opportunity.

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