The venerable consumer products company Campbell's is attempting to spice up their line-up of soups and other foods in an attempt to ramp up sales and earnings. To accomplish this, they've been studying food trucks.
Key quote from an article from NewJersy.com on Campbell's research:
"... went to such "hipster hubs’’ as Austin, Portland and San Francisco to study the rituals and preferences of people in their mid-20s and 30s. They shopped with them. They ate at their favorite food trucks, neighborhood restaurants and, sometimes, they ate home-cooked meals in their homes."
What they found was hippsters in their 20s and 30s "are restless spirits with adventurous tastes." They also found this cohort likes food trucks.
Based on their research, Campbell's is launching a series of new products with "exotic-sounding soup varieties, edgy graphics on packaging and new skillet sauces that promise easy-to-prepare, gourmet-sounding dinners."
In other words, they're trying to create a line of food products that match the convience, quality and eclectic recipes of food trucks.
Still think food trucks are a fad?