Consumers prefer food trucks because they provide

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 food
trucks for the gourmet food at affordable prices. “According to Foodbeast.com, the average price of a
casual restaurant entree is more than double that of a food truck entree, which costs about $6.33 on
average” (Alvarez, 2015, p. 15).
Value Proposition
Consumers will purchase food from VORPL Food Truck because they will offer healthy options for
those seeking healthy and nutritional foods when dining out. According to ISBIWorld, “consumers are
expected 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 style
menu 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 is
referenced 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 when
choosing 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 target
market is adults between the ages 25 to 44. In addition, consumers want well-balanced food options
that have nutritional value; therefore, by offering a three eating style menu approach, the food truck will
be able to meet consumers’ needs and demands. The results also showed that hours of operations was
the second most important factor when choosing a food truck, therefore, VORPL will open Mondays to
Fridays during lunch and dinner hours as well as Friday and Saturday late nights. Weekends are reserved
for special events and catering. Given that consumers between ages 25 to 44 account for 43.4% of the
market 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 wants
to target 2.34% of the food truck market.
There are numerous of food trucks in Seattle and Bellevue that offer New American (American
Fusion) cuisine. Even though these food trucks offer similar foods, VORPL Food Truck is the only truck
that 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 for
families as well as co-workers who eat their meals together because they will be able to stop at one
location and everyone will be able to find their food preference. The items of the menu will rotate on a
weekly and monthly basis depending on customers’ favorites.