Strategy for Successful Food and Beverage Food Truck Management
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Published:
May 28, 2018
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Abstract
This article aimed to synthesize a number of researches in both Thai and international context related to the management of food truck, and summarize the knowledge of how to manage food truck successfully. The result of research syntheses found two main factors driving the success of food truck: the management factor and the service marketing mix factor. Those empirical researches found that the most influential management factor was strategy of being difference and uniqueness of each food truck. The two most influential service marketing mix factors were promotion via using social media to communicate with customers and product which is outstanding and using of high quality ingredients.
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How to Cite
Nalinee Phansaita น. พ., Praweena Kasai ป. ค., & จรูญโรจน์ ณ อยุธยา จ. (2018). Strategy for Successful Food and Beverage Food Truck Management. Dusit Thani College Journal, 12(2), 446–462. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/126125
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Academic Article
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References
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Bandaru, R, & Venkateshwarlu, H. (2017). Customer’s Perception Towards Food Truck Products in India. Global Journal of Engineering Science and Research Management. August 2017.
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Kotchanipa Buamanee, Napasawan Chujan, & Katewadee Somboontawee. (2017). The Obstacles and Key Success Factors of Bake & Beach Creperie Food Truck in HuaHin. The 13th National Conference on the Social Sciences on “The security of Thai society in the 21st century”, 20 January 2017, 108 - 116.
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Moriarty, L. (2011). An Empirical Study of the Emergence and Policy Implications of the Food Truck Industry in the Research Triangle Region.
Peñate, P. T. (2015). An innovative food truck chain, strategic planning inspired from the lean start up methodology (Doctoral dissertation).
Phongsakorn Boonprat & Apiwat Krommuang. (2016). The Decision Making of Food Truck Services in Bangkok. The 5th Suan Sunandha Academic National Conference on “Research for Sustainable Development”. 1 -2 December 2016, 1055 - 1064.
Sanjutha Jamroonwat. (2016). Factors Affecting Food Truck Selection of Customers in Bangkok. Master of Business Administration, Thammasat University. Bangkok.
Seo, J. (2013). A New Kid on the Block: How Food Trucks Evolved from Roach Coaches to Cultural Phenomena.
Sirijanya Kuawiriyapan. (2016). Food truck in Thailand: fashion or a new trend.
King Monkut’s Agricultural Journal, 34(1), 109 - 117.
Strand, K. (2015). Food Truck Frenzy: An Analysis of the Gourmet Food Truck in Philadelphia.
Tassanan Kugunamorn & Pitak Sitiwong. (2016). The Business Model and Marketing Strategy of Creative Restaurant: Mother Trucker. The 1st National Conference on Research for Development, Dissemination and Modern Technology Relaying to Society, 16 -17 July 2016, 2442 - 2452.
Theerakiti Navarat Na Ayudthya. (2006). Services marketing: Concepts and Strategies. Chulalongkorn University Press.
Wallsten, S. J., & Rhyan, C. (2014). Social media and entrepreneurship: The case of food trucks. Technology Policy Institute: Selected Works, 1 - 12.
Waterman, R., Peters, T., & Phillips, J. (1980). Structure is not Organization. Business Horizons, June 1980.
Yupawan Vannavanit. (2005). Services Marketing. Kasetsart University Press.
Zegura, L. (2014). Sydney food trucks. Trial report. Sydney, 2030.
Bandaru, R, & Venkateshwarlu, H. (2017). Customer’s Perception Towards Food Truck Products in India. Global Journal of Engineering Science and Research Management. August 2017.
Department of Business Development. (2015). Rising Business in June 2015: Restaurant and Food Business. Retrieved September 9, 2016, from https://www.dbd.go.th/download/document_file/Statisic/2558/T26_201506.pdf
Hawk, Z. (2013). Gourmet Food Trucks: An Ethnographic Examination of Orlando's Food Truck Scene.
Kittichai Rajchamaha. (2015). Rising Business in 2016 and Guideline for New Entrepreneur. Retrieved April 9, 2018, from https://marketeer.co.th/archives/67118
Kotchanipa Buamanee, Napasawan Chujan, & Katewadee Somboontawee. (2017). The Obstacles and Key Success Factors of Bake & Beach Creperie Food Truck in HuaHin. The 13th National Conference on the Social Sciences on “The security of Thai society in the 21st century”, 20 January 2017, 108 - 116.
Loomis, J. M. (2013). Moveable feasts: locating food trucks in the cultural economy.
Moriarty, L. (2011). An Empirical Study of the Emergence and Policy Implications of the Food Truck Industry in the Research Triangle Region.
Peñate, P. T. (2015). An innovative food truck chain, strategic planning inspired from the lean start up methodology (Doctoral dissertation).
Phongsakorn Boonprat & Apiwat Krommuang. (2016). The Decision Making of Food Truck Services in Bangkok. The 5th Suan Sunandha Academic National Conference on “Research for Sustainable Development”. 1 -2 December 2016, 1055 - 1064.
Sanjutha Jamroonwat. (2016). Factors Affecting Food Truck Selection of Customers in Bangkok. Master of Business Administration, Thammasat University. Bangkok.
Seo, J. (2013). A New Kid on the Block: How Food Trucks Evolved from Roach Coaches to Cultural Phenomena.
Sirijanya Kuawiriyapan. (2016). Food truck in Thailand: fashion or a new trend.
King Monkut’s Agricultural Journal, 34(1), 109 - 117.
Strand, K. (2015). Food Truck Frenzy: An Analysis of the Gourmet Food Truck in Philadelphia.
Tassanan Kugunamorn & Pitak Sitiwong. (2016). The Business Model and Marketing Strategy of Creative Restaurant: Mother Trucker. The 1st National Conference on Research for Development, Dissemination and Modern Technology Relaying to Society, 16 -17 July 2016, 2442 - 2452.
Theerakiti Navarat Na Ayudthya. (2006). Services marketing: Concepts and Strategies. Chulalongkorn University Press.
Wallsten, S. J., & Rhyan, C. (2014). Social media and entrepreneurship: The case of food trucks. Technology Policy Institute: Selected Works, 1 - 12.
Waterman, R., Peters, T., & Phillips, J. (1980). Structure is not Organization. Business Horizons, June 1980.
Yupawan Vannavanit. (2005). Services Marketing. Kasetsart University Press.
Zegura, L. (2014). Sydney food trucks. Trial report. Sydney, 2030.