Social and Behavioral Sciences Commons^™

Gourmet Food Trucks: An Ethnographic Examination Of Orlando's Food Truck Scene, Zachary Hawk

Electronic Theses and Dissertations

Gourmet food trucks have emerged as increasingly popular dining alternatives for consumers in today’s urban landscape. Existing literature, as well as my own ethnographic research within Orlando, Florida’s mobile food vending scene, reveals that food truck owner/operators utilize various strategies to establish a viable niche for themselves in this diversified and burgeoning market. Among other things, these strategies include online social networking, creating and maintaining a recognizable brand identity, collaborating with local retailers and bar owners, and incorporating organic and locally produced ingredients in their dishes whenever possible. As in other parts of the country, there appears to be a …