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Abstract
Food-trucks are growing in popularity, and they are now part of the foodie culture. As they fit well with Millennial’ desire to try new things—new foods, and a new food culture—the number of trucks on the streets is expected to continue to rise. To understand, how millennial consumers think and make decisions about food-truck dining, this study identifies benefits and risks of food-truck dining and their impact on a millennial consumer’s attitude and visit intention. This study finds consumers see hygienic and environmental risk and convenience and hedonic benefits in food-truck dining. The findings from this study provide evidence that hygienic and environmental risks of food-trucks negatively influence consumers’ attitudes and visit intentions toward food-truck dining experience, while hedonic benefit leads to favorable attitude and visit intention. The findings further indicate that a significant relationship exists between consumer attitude and purchasing intention. This study helps food-truck marketers and operators to develop effective marketing and operational strategies to increase the visits of existing food-truck diners and attract potential consumers. The food truck business is becoming popular among the youngsters and many entrepreneurs from varied background are venturing into it. Food trucks seems to be promising option for those who want to start a new food business but doesn’t have sufficient capital for the brick and mortar type of set ups. This study has attempted to find out standard operating procedures of the food trucks in Pune city. The various laws and regulations to be followed and the marketing strategies adopted to attract the customers is studied as well.