#techarb

Obesity in the U.S. has reached epidemic levels. Today, more than a third of adults are obese due to an increased caloric consumption and an economy that is forcing many consumers to choose cheap convenient meal options that contain very little nutritional value1. Yet as consumers embrace this grab-and-go lifestyle, they are becoming more health conscious. Trends show an increase in consumer preference for organic and locally grown products. Since 2009, there has been a 7% rise in shoppers whose diet consists of at least one-quarter organic food2. Surveys repeatedly show that many U.S. consumers prefer locally grown products; almost three-quarters (72%) of consumers say they buy locally. Reasons include freshness, to support the local economy, taste, and environmental impact at (82%), (75%), (58%) and (35%), respectfully3. Consumers want food that is convenient, healthy and socially responsible, however, with the current market situation there is a perception that healthy food is expensive.  This leaves consumers feeling as though they are faced with a decision that forces them to sacrifice either their bank accounts or their health needs, acting as an industry incongruence that patrons begrudgingly accept.  This perceived tradeoff creates a huge opportunity for this food truck to bridge the gap and cater to the true interests of patrons.

A food cart may be the best way to serve this need. Within three minutes, customers can approach a cart, order, and have a meal in their hands. This is a high value proposition for business people on their lunch break or beach goers trying to make the most of their time. Additionally, the food trucks have structural cost advantages that are “driving restaurant owners nuts … low investment, no rent, no air conditioning, no utilities hookups, no real estate taxes, no dining rooms or wait staff.”4 Social media serves as a cheap and effective outlet for food trucks to market to customers. The model is so effective that some restaurant franchises, such as Duncan Doughnuts, are considering launching food trucks as part of their expansion strategy5,6. The food truck movement is picking up steam: in January 2010, the Southern California Mobile Food Venders Association was founded to foster the growth of the Gourmet Food Truck industry and in 2011, food trucks were ranked the number 1 hot trend by The National Restaurant Association7,8. Further more, mobile food industry revenue is expected to grow by 3.7% per year for the next five years to $1.7 billion9.

Check out this obesity ad ...

http://xfinity.comcast.net/video/georgia-s-controversial-anti-obesity-ads/2183519004/Comcast/popular/?cid=hero_sf

If you ask me, all i think it does is make people feel crappy about themselves. No positivity, no one believing in you, no one showing how healthiness can be fun.

We have so much power to create health and well being from positive interactions, energy and support - not from scaring people into shame.