Branding Their Business and Developing and Refining Their Menus: A Qualitative Study of Mobile Food Vendors in Southeastern Michigan

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dc.contributor.advisorReznar, Melissa
dc.contributor.authorDeVlaminck, Kylie
dc.contributor.authorReznar, Melissa
dc.contributor.authorTalbot, Jaclyn
dc.contributor.authorJarbo, Candis
dc.contributor.authorLiechty, Faith
dc.contributor.authorSimbeni, Sophia
dc.date.accessioned2023-06-01T16:00:09Z
dc.date.available2023-06-01T16:00:09Z
dc.description.abstractA modernized aspect of the food away from home (FAFH) culture are food trucks, as they allow consumers to make more educated decisions about their food consumption, while basing their business practices around co-creation. Thirteen qualitative interviews were conducted using semi structured questioning to investigate how food truck operators brand themselves and refine their menus. Using open, line-by-line coding in order to identify key phrases of text, coded information was analyzed to determine overarching themes. Following interview analysis, it was concluded that food truck operators developed a unique identity for their trucks to stand out amongst competitors and attract customers. These identities were primarily based on life experiences and personal cultural perspectives. Upon implementation of their identity, external (from consumers) and internal (from truck operators) feedback influenced menu adjustments in a physiology-like feedback loop model. Consumer’s specific menu needs, ingredients, nutrition, preparation, and ethnicities in the food all had an influence on menu specifications. Applicable to both food trucks and restaurants at large, co-creation, or working directly with the consumers to better reflect their desires, allows consumers to make more educated decisions about their meal purchases. Thus food trucks may just be the bridge between healthier meals and FAFH.en_US
dc.identifier.urihttp://hdl.handle.net/10323/12089
dc.subjectFood trucksen_US
dc.subjectFood away from homeen_US
dc.subjectFood environmenten_US
dc.subjectMenu creationen_US
dc.subjectMenu feedbacken_US
dc.subjectCo-creationen_US
dc.subjectFood retailen_US
dc.subjectNutritionen_US
dc.subjectBrand imageen_US
dc.subjectConsumer behavioren_US
dc.titleBranding Their Business and Developing and Refining Their Menus: A Qualitative Study of Mobile Food Vendors in Southeastern Michiganen_US
dc.typeThesiseng

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