The latest Harris/Decima research shows that most Canadians are interested in food trucks in their area. They go on to indicate that the type of food offered and word of mouth are what would most likely draw them to a food truck. The research also shows that men are more likely to indicate being drawn in by the type of food whereas women are more likely to say it’s word of mouth that is most likely to get them to try.
These findings are consistent with what the team at Harris/Decima has observed through other research conducted within the food services industry – the food available and positive endorsements will drive guests to an eatery. However, what appears to be most unique about food trucks is their appeal to younger Canadians. Overall, they are more likely to express interest in food trucks in their area.
According to Vice-President Susan Sanei-Stamp: “The consistency of the research confirms the importance of providing food that guests want as well as ensuring that when they walk away, they have good things to say about their overall experience”.
The research reveals that those in Atlantic Canada are more likely than Ontarians and Quebecers to cite the impact of the type of food offered. Another notable regional difference lies between those in the Prairies who are less likely than Ontarians to cite the impact of word of mouth. Adds Sanei-Stamp: “Such regional differences might seem subtle, but when addressed pro-actively could help push a food truck towards pleasing more guests”.
Each week, Harris/Decima interviews just over 1000 Canadians through teleVox, the company’s national telephone omnibus survey. The data for this poll were gathered between August 30-September 2, 2012. A sample of the same size has a margin of error of 3.1%, 19 times out of 20.