Don’t Ignore Your Food Truck’s Super-Consumers

Don’t Ignore Your Food Truck’s Super-Consumers

menu item naming

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.

Richard is an architect by degree (Lawrence Technological University, Southfield, Michigan) who began his career in real estate development and architectural planning. In September of 2010 he created Mobile Cuisine Magazine to fill an information void he found when he began researching how to start a mobile hotdog cart in Chicago. Richard found that there was no central repository of mobile street food information anywhere on the internet, and with that, the idea for MCM was born.