Illuminating Food Truck Perceptions

Challenge

Conducting intercepts in NYC for a branded food trucks, to gain an initial read on expectation vs. actual experience and potential challenges/opportunity areas moving forward.

Our client, a leading food brand, sought to uncover expectations, delights, pain points, and challenges associated with their branded food truck and the overall food truck experience in New York City. They needed to understand how their offering fit into the city’s diverse and mobile food culture.

Approach

To gain an initial read of expectations, delights, and pain points of the branded food truck’s aura, we conducted over 80 in-line interviews across two days. After customers finished their meals (and sometimes while eating), we asked follow-up questions to understand how the food aligned with expectations. This approach was challenging in the fast-paced environment of NYC, where people were focused on reaching their destinations and food truck meals are best eaten on the go.

Impact

Our findings helped unveil the depth of food truck culture in NYC while uncovering areas for improvement in the food truck experience. We delivered these insights in a punchy top-line report, providing our client with actionable information to enhance their branded food truck offering and better align with customer expectations in the bustling New York City food scene.