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Rivera Chapter 3

TRUCK2GO is a food truck business located in Cabuyao, Laguna that sells various lunch meals to customers on the go. Food trucks are considered the mobile version of restaurants as they can move to wherever customers are located. This document discusses the global food truck market, how it has grown due to factors like busy schedules and the rise of street food. It also segments the market based on the type of food served and vehicle used. The food truck business is driven by changing lifestyles but faces restraints from health concerns and regulations.

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Carl Angelo M. Ramos
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208 views3 pages

Rivera Chapter 3

TRUCK2GO is a food truck business located in Cabuyao, Laguna that sells various lunch meals to customers on the go. Food trucks are considered the mobile version of restaurants as they can move to wherever customers are located. This document discusses the global food truck market, how it has grown due to factors like busy schedules and the rise of street food. It also segments the market based on the type of food served and vehicle used. The food truck business is driven by changing lifestyles but faces restraints from health concerns and regulations.

Uploaded by

Carl Angelo M. Ramos
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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ST.

VINCENT COLLEGE OF CABUYAO


Brgy. Mamatid, Cabuyao City Laguna

DEPARTMENT OF BSBA

TRUCK2GO: FOOD TRUCK CANTEEN BUSINESS

MARKETING RESEARCH

INTRODUCTION

TRUCK2GO is a Cabuyao, Laguna based restaurant business that makes

use of food truck to sell various menu of foods; basically lunch meals to different

category of clients on the go. It is a business that is owned and operated by Carl

Angelo Ramos and Renz Soriano.

Food truck are considered as the mobile version of the restaurant

business. A food truck can move to any place were the customers are located.

This makes it one of the hottest trends in the restaurant business. Changing

consumers’ tastes and preferences and inclination towards consumption of street

food and beverages has resulted to rise in demand for food truck business over

the years. Manufacturers of these trucks are focused towards developing trucks

keeping in mind the hygiene factor. The global food truck market has witnessed

rapid changes due to the factors such as rising busy schedule, rise in working

women population and inclination towards street food and rapid urbanization. The

global food truck has been segmented on the basis of different types of

application. On the basis of different application for serving type, the global food
ST. VINCENT COLLEGE OF CABUYAO
Brgy. Mamatid, Cabuyao City Laguna

DEPARTMENT OF BSBA

truck market has been segmented into food truck for Ice cream, barbeque food,

snack food, beverage serve, halal food, fast food, fruits & vegetable seller and

other. Food truck dominated the global market on account of the several

strategies adopted by its business maker such as food truck interior innovation,

serving style and adding new menu to taste. Demand for food truck has shown

the fastest growth rate during the forecast period due to the rising trend in food

on mobile van.

The global food truck market has been further segmented on the basis of

types of vehicle. There are various kind of vehicle operated in food truck such as

full sizes van, bus, ape, or any large or extra-large vehicle. Further, the segment

is categorized on the basis of location premises for business such as commercial,

institutional, streets and parks. The other segment includes for food and beverage

distribution according to the situation of disaster, government food truck for the

defense, public gathering and concerts.

The global food truck market is mainly driven by the factors such as

changing lifestyle, busy schedule and inclination towards different taste and

menu. Additional rising popularity of street food and beverages are increasing the

demand for the global food truck market. However, consumer awareness on

obesity related issues has been slowing down the growth of this market. Heavy

calorie increase due to consumption of junk food is one of the factors that is
ST. VINCENT COLLEGE OF CABUYAO
Brgy. Mamatid, Cabuyao City Laguna

DEPARTMENT OF BSBA

restraining the global food truck market. Additionally, stringent government rules

and regulations towards the use of food truck that applied with traffic laws,

complaints made by tax paid restaurant, gaining parking space for business and

climatic condition is restraining the global food truck market. Moreover, increasing

focus on interior development among the key players has given rise to new

opportunities in the global food truck market during the forecast period.

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