A Cultural Taboo

Abstract

The recent arrival of American gourmet-style food-trucks to the streets of France is transforming consumer behaviour. In France, a nation whose culture has traditionally experienced food as a blend of ‘art, pleasure and leisure,' the perception of Anglo-Saxon food-trucks as ‘junk food' is now being challenged. A new generation of re-conceptualized food-trucks are catering to French consumers - who still demand high-quality food but who are willing to try a new format. Communication via social networking sites (SNS) has acted as a catalyst for changing food consumption. Information about food-trucks is shared digitally across communities of interest, drawing attention to the marketing power of contemporary consumers. These ‘micro-communities of food' have created social groups that now congregate in the streets of France rather than in traditional, sit-down restaurants. This study explores the food-truck trend that is emerging in France with the intention of putting forward a new framework that identifies the factors which influence the purchase of food-truck products in France.

When technology leads social business: Food truck innovation

“…Changes in the external landscape (such as technological advances, evolution in customer demands, new regulations) will trigger new business models. Anenberg and Kung (2015) showed how the introduction of smartphones acted as a catalyst for food trucks, enabling the integration of social technologies and apps for innovating marketing efforts and customizing consumer needs ( Lichy et al, 2017 ; Kang, 2019 ). Drawing from the field of (sustainable) business model and transition research, Bidmon and Knab (2018) proposed three scenarios: (i) business models as part of a socio-technical regime, hampering transition to more sustainable models by reinforcing the stability of the current regime; (ii) business models as intermediates between the techno-logical niche and socio-technical regime; and (iii) novel business models driving transition by building a substantial part of a new regime without relying on technological innovation.…”

“…Prior to distribution, the survey was pilot-tested with ten people, chosen from the authors' professional networks, to verify the clarity and relevance of the questions ( Zikmund, 2003 ). After some syntax changes, it was uploaded to LinkedIn, widely used for interpersonal communication, information, and career development ( Garcia and Nima, 2016 ) and social networking ( Lichy et al, 2017 ). The survey was available from April to June 2020 for a period of twelve weeks (i.e., during the first lockdown in France).…”

“…The popularity of food trucks has piqued the interest of researchers to explore the subtexts of food practices. Studies show how food trucks contribute to communal identity, socio-economic status and public space ( Hernández-López, 2011 ; Lichy et al, 2017 ). Authentic and extremely Instagramable , food trucks generate employment and socio-economic value for communities ( Bhowmik, 2012 ), while preserving cultural identity and social heritage ( Steyn et al, 2014 ; da Silva et al, 2014 ).…”

“…Embedded in a social context, food trucks offer a mobile and digital version of good quality restaurant dining, using locally-sourced products ( Pokrovsky, 2017 ). By using the SO-LO-MO approach, they bring together social media, geolocation technologies and mobile commerce ( Kang, 2019 ) to maximize communication and enhance the customer experience through a multitude of touchpoints, which in turn builds relationships and loyalty ( Lichy et al, 2017 ).…”

“…Food trucks are a sound example of this: mobile kitchens ( Matzembacher et al, 2019 ) which use social media technology to bring local producers and suppliers into contact with communities of customers who seek ‘farm to food truck’ sustainable high-quality ready-made dishes ( Anenberg and Kung, 2015 ). Food trucks use a ‘social-local-mobile’ or SO-LO-MO approach – the integration of social technologies (social media platforms and social networking sites), geolocation technologies and mobile commerce/marketing tools – to create a seamless consumer experience and a cohesive brand ( Lichy et al, 2017 ; Kang, 2019 ). The notion of innovation lies in the re-engineering of the business model to enhance productivity and proximity, using sustainable and novel solutions to develop resilience to social change.…”