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Consumers prefer food trucks because they provide

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consumers prefer food trucks because they provide quick service as well as delicious gourmet dishes,which is essential when they do not have time to dine at restaurants.Lastly, consumers choose foodtrucks for the gourmet food at affordable prices.“According to Foodbeast.com, the average price of acasual restaurant entree is more than double that of a food truck entree, which costs about $6.33 onaverage” (Alvarez, 2015, p. 15).Value PropositionConsumers will purchase food from VORPL Food Truck because they will offer healthy options forthose seeking healthy and nutritional foods when dining out.According to ISBIWorld, “consumers areexpected to demand higher-quality food, a wider variety of styles and tastes, better presentation, and,most importantly, more healthy menu options” (Alvarez, 2015, p. 9.).By providing a three eating stylemenu approach, the food truck can accommodate to consumers with different food preferences.Based on the primary research of 100 consumers conducted by VORPL Food Truck, which isreferenced in Appendix B and C, they found that 47.47% preferred to eat well-balanced when dining out.Of the 100 respondents, 77% were between the ages of 25 to 44.The most important factor whenchoosing a food truck was nutritional value.The next most important factor was hours of operations.The third most important factor was number of menu offerings.These results confirmed that the targetmarket is adults between the ages 25 to 44.In addition, consumers want well-balanced food optionsthat have nutritional value; therefore, by offering a three eating style menu approach, the food truck willbe able to meet consumers’ needs and demands.The results also showed that hours of operations wasthe second most important factor when choosing a food truck, therefore, VORPL will open Mondays toFridays during lunch and dinner hours as well as Friday and Saturday late nights.Weekends are reservedfor special events and catering. Given that consumers between ages 25 to 44 account for 43.4% of themarket for food trucks, VORPL plans to attract 1% of the target market during the first quarter of
operations and to increase the target market by 0.25% each quarter.By year three, the business wantsto target 2.34% of the food truck market.There are numerous of food trucks in Seattle and Bellevue that offer New American (AmericanFusion) cuisine.Even though these food trucks offer similar foods, VORPL Food Truck is the only truckthat will be able to accommodate to consumers who are: in search of trying new and gourmet foods;those who want well-balanced and nutritional dishes; those who are seeking for gluten-free, vegetarian,dairy-free, and paleo food options.The three eating style menu approach will also be convenient forfamilies as well as co-workers who eat their meals together because they will be able to stop at onelocation and everyone will be able to find their food preference.The items of the menu will rotate on aweekly and monthly basis depending on customers’ favorites.

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Term
Spring
Professor
N/A
Tags
Course Final, Seattle, Street food, VORPL Food Truck, VORPL

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