QSR Foodtrucks

What's on the menu?

“Can I take your order please? A Pizza Hut, a Pizza Hut, Kentucky fried chicken and a Pizza Hut”. These were the lyrics of the “Fast Food Song” by the Fast-Food Rockers topping up the UK Singles Charts back in 2003. This parodied version of the traditional folk melody “A Ram Sam Sam” taps into the cultural phenomenon of the increase in fast food consumption. Even with this upscale trend of more fast-food restaurants emerging, in the setting of Festivals and Concerts, the smaller and lesser-known vendors have always been the staple of the events, by offering a bigger variety of foods. However, times are changing and, so do food trends. Where 'small/rustic' food trucks were previously the main source of food at festival, we now see that large quick-service restaurants (QSR) are entering the market by putting their restaurant on wheels.

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What are the ingredients?

Sizing down a fully equipped QSR kitchen to fit into a food truck is definitely a challenge for the vendors, both in terms of space but, also laws and regulations. So, how do the restaurants ensure that they can still offer their menu through food trucks? This is achieved by selecting only their best-selling (iconic) dishes from the menu. This allows them to operate with a limited kitchen but, still generate revenue. Additionally, some restaurants vary their offerings based on demand and space available to them. An example of this is McDonald's, which has food trucks exclusively selling Big Macs and French Fries, as well as food trucks dedicated solely to Milk Shakes and McFlurries. Another solution chosen by some chains is to use food trailers instead of food trucks. With the additional space, they can offer more dishes from their existing menu.

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Who's cooking already?

After companies like McDonald's, Subway, and Burger King took their first small steps on wheels in 2014 and 2015, the use of food trucks by QSRs actually slowly disappeared due to reasons not fully known. However, since 2020, a comeback can be noticed, and by 2023, food trucks are again in full swing. Burger King and McDonald's, among others, have deployed food trucks in several festivals (such as Vunzige Deuntjes, Macumba, Full Force Festival, and Splash Festival), sports events (including the World Darts Championship), and concerts in Germany, Spain, the Netherlands, and the United Kingdom.

The white or blue brigade?

The deployment of food trucks is, from a value chain perspective, a fully visible component for the guest and gives a clear advantage over others, as their brands, dishes and, flavors are very recognizable to consumers. Nonetheless, QSRs should be mindful that offering a limited selection of dishes, should be clearly communicated to the guest. So, if you, as a festivalgoer, want to be sure about the taste of your food, a food truck with a familiar logo can be a straightforward choice.

Authors: Martijn Zoet and M?d?lina Elena Ursache

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