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Abstract
Today, the concept of eating out is shifting from the traditional brick and mortar restaurant to more up-and coming establishments such as food trucks. A concept that originated in the USA, food trucks are increasing in popularity in India due to several economic and cultural factors. This study focuses on these factors, and the challenges that are present in this competitive new industry.
The emergence of food trucks represents the emergence of a new market in Casual dining and quick service restaurants. New food truck owners are using various methods to bring in more revenue, sales, and to increase their brand. The food truck industry is unique in the aspect that new entrants are not viewed as competition. Due to the innovation and fresh ideas that food trucks bring, the industry on the whole operates on a “more the merrier” principle, the reasoning behind this being that more food trucks simply add to the growth and increase of the popularity of the sector.[1] Some of the methods used by food truck owners are effective, while some may not be effective. This results in leading me to the research question “What are the optimal steps and initiatives to increase the integration of food trucks into India?”
[1] https://economictimes.indiatimes.com/industry/cons-products/food/in-absence-of-law-food-trucks-face-existence-crisis/articleshow/50478198.cms