Year: 2013
Type: article
Abstract: 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 growing concern in greater Orlando about local diets and the profound and subtle messages it conveys about contemporary eating habits. I contend that dining at gourmet food trucks represents a legitimate declaration of consumer identity about individual beliefs and values. In my thesis, I examine how Orlando’s gourmet food trucks offer consumers a greater selection of food options and allow locals to participate in a viable social network and community.
Author: Zachary Arlo Hawk
Language: English
Topic: Culinary Culture and Tourism
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2186388145