Analysis of Food Truck Services in Bogota as A Gastronomic Trend

Abstract

Objective: This article aims to analyze the potential of the gastronomic offer of food trucks in Bogota, specifically in the area of 93rd and 85th streets. Theoretical Framework: Food trucks have recently become a powerful consumer trend (Wiatrowski et al., 2023). In addition, they attract a variety of consumers due to the availability and convenience of food, driving a positive attitude towards food trucks (Davila-Pena et al., 2023). Method: A mixed approach was used, conducting 140 semi-structured surveys and interviews in the area. Results and Discussion: The results reveal that consumers choose food trucks for pleasure, without concerns about their cleanliness and hygiene. The research is relevant in the current context due to the significant growth of this trend in the city. That said, previous studies such as those by Wiatrowski et al (2023) have shown that food trucks have become a powerful consumer trend in various cities around the world. Research Implications: A relationship between places, social subjects, conventions and language is identified, as well as a connection with the culinary practice of food trucks. It is concluded that street food fulfills an important cultural, social and economic function. Originality/Value: Food trucks are recognized for their gastronomic offer, which distinguishes them from fixed establishments as they can move to different events and areas, capturing a different market. Food trucks in Bogotá reflect different types of food and gastronomic traditions, adapting to the tastes of local consumers and thus contributing to the culinary diversity of the city.