YAYA Wire
Five Reasons Millennials Love Food Trucks
15th Apr 2013 Posted in: YAYA Wire 6
Five Reasons Millennials Love Food Trucks

By Kendra Mitchell, PR Events

When it comes to dining, food trucks are winning over the Youth and Young Adult (YAYA) market. According to Ypulse research, “Nearly half of millennials (47 percent) have eaten at a food truck before.” So why have millennials embraced this trend?

1. Inexpensive, convenient

The average meal at a food truck costs between $5-8, and that is often for an ample amount of food. Millennials on low budgets can fill up with money left over to spare. Quick, grab-n-go food also matches millennials’ on-the-go lifestyles.

2. Interesting variety of food

Some mobile kitchens offer innovative, specialty cuisine, while others offer twists on classic comfort meals. Whether they serve Asian-inspired street food or gourmet chicken & waffles, there is always something to satisfy the adventurous palates of millennials. Also, many food trucks use locally sourced, fresh ingredients, a big step up from McDonalds.

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3. Social media presence

Food trucks rely heavily on social media to keep consumers updated. The YAYA market loves this because they can easily stay connected to andcommunicate with their favorite trucks by following them online.

4. Fun, social experience

Dining is a social activity for the YAYA market and food trucks present the perfect opportunity to cultivate that by providing an informal gathering place. For millennials, of whom 45% are uncomfortable eating alone, sharing the experience of trying new cuisines with friends is something they value.

5. Personal interactions

The small nature of these businesses allow for greater interaction and a higher chance to build personal relationships with consumers. Building a deep, personal connection with millennials can also assist in creating brand loyalty.

According to a study by Technomic, food trucks are no passing fad. 91 percent of consumers familiar with them say they are here to stay.

What are your thoughts on the food truck craze? Do they appeal to you?

For more information regarding the YAYA market’s dining preferences, come see Save, Splurge, Share: Dining out with Youth and Young Adults on May 2 from 3-4pm

RSVP for the presentation here.

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  • Derek

    I really enjoyed reading your article. How do you think the popularity of food trucks varies from geographic region? I certainly expect food trucks to be more popular in southern, urban areas.

    • Kendra

      I’ve noticed that most of the well known food trucks have been in big cities, such as New York and Los Angeles. They are definitely most popular in urban areas, but I’m not sure about southern locations. I think small-medium sized college towns, however, provide a great market for food trucks.

    • Kendra

      I’ve noticed that most of the well known food trucks have been in big cities, such as New York and Los Angeles. They are definitely most popular in urban areas, but I’m not sure about southern locations. I think small-medium sized college towns, however, provide a great market for food trucks.

  • Kelly

    Loved this article! Food trucks are amazing because they provide consumers with a variety of different food choices. There are often very authentic, family owned recipes. It also appeals to the Millennial Generation that is continually on the go. Food trucks have been around for quite some time and I don’t believe they will be going away any time soon, especially if the owners are utilizing the social media portion of the business. Talking about food trucks makes me want a waffle right now!

  • http://www.facebook.com/kt.heins Kt Heins

    I would be interested to know where Food Trucks get their food from. I know Food Trucks in Denver get their food locally, to give back to the community. I would imagine this being popular with millennial foodies

  • Taylor

    I can only hope the food truck industry continues to grow. I think this will be the next big trend on college campuses.