Here’s a question for the food truck owners out there. How many times a week does somebody reach out to your mobile food business and ask for donations? Once…twice…ten times a month?
Food truck owners I have spoken with about this topic seemed annoyed with all of these people asking for donations of food, time and money. Yes, it can be a hassle, yes it can cost you money, but have you considered the upside this can bring to your food truck business? It’s what you do with this opportunity that can have a significant impact for your business.
Unfortunately, most organizations just want a cash donation with nothing in return for you or your business. Most proactive food truck vendors have included cause marketing in their own marketing plan based around this type of opportunity.
Why Cause Marketing?
Including cause marketing into an existing marketing plan usually involves their food truck and one day events that help them blend into the fabric of the communities their food truck serves.
Here are some facts to consider:
- 76% of American consumers have taken part in at least one cause related marketing campaign in the last year.
- 77% of women and 64% of men consider a company’s reputation for supporting causes when making a purchase.
- 89% of Americans are likely to switch brands to one associated with a cause, given comparable price.
These are some compelling reasons to involve your mobile bistro with a cause as part of your food truck’s overall marketing plan.
So is cause marketing profitable for your mobile food business? Consider the top three goals any food truck vendor should have:
- Gain more customers
- Get customers to spend more
- Have customers come back.
Based on the statistics above, cause marketing hits all three of these targets. It also lessens the need for you to start discount or Groupon-like programs which can severely erode your profit margins.
As you think about your marketing plan, consider adding cause marketing. One of the most common complaints about food trucks is that they swoop in and swoop out of towns on a daily basis. They are accused of taking business from restaurants that by location alone are part of these communities.
The best way to help mitigate these charges is to become part of the community as well. Not only will adding cause marketing into your overall marketing plan help you grow your mobile food business but it will develop a stronger tie to the communities you serve in for years to come.