Many food truck owners we’ve spoken with seem to be skeptical of the term “super-consumers” and the potential they provide their mobile food businesses. They assume these customers can’t be persuaded to buy more from their truck, even though they’re responsible for a large portion of their truck sales. They’re highly engaged with the brand, and not particularly price sensitive.
As the mobile food industry grows, food truck owners must become better at identifying and engaging this group of customers. Doing so can often reveal hidden opportunities for growth and insights that can drive their business strategy.
Because “super-consumers” are passionate about a truck, they are an ideal audience for testing out new menu items (in many cases, they themselves are a source of new ideas). And they’re easy to reach, so you can increase the efficiency of your marketing and promotions by focusing efforts on a narrow slice of your customer base, instead of trying to activate former customers through expensive marketing campaigns.