Defining the Food Truck Phenomenon in Italy: a Feasible Explanation

Introduction: street food can be defined a ready-to-eat food and/or beverage, sold by vendors or hawkers, mainly in the streets or similar places. It is an important element in a diet and is also integrated into the tradition and culture of numerous countries. In this context, the last decade has witnessed an increase in the food truck, serving a kind of street food, led by “Gourmet Food Trucks” that have been able to meet the consumers’ requests in the urban area. Aim: this study aims at analyzing the food truck service in the Greater Torino area and evidences the two different business operating in this sector i.e. the Traditional Food Truck (TFT) and the Gourmet Food Truck (GFT). Methodology: a comparative analysis between TFT and GFT services is proposed by a Business Model Canvas (BMC). A total of 23 GF Truckers and 18 TF Truckers took part and semi-structured interviews collected the information to implement the BMC. Findings: the study brought to light some differences between TFTs and GFTs. The comparison shows the evolution of the Food Truck phenomenon and enhances the characteristics of the GFT service as to sustainable development and the multidimensional value proposition. Conclusions: the GFTs are changing the food truck service, by adopting new solutions in food preparation and their equipment, as well as where their services are provided, the food offer and the socio/environmental design.