The Forbes article Survey Says Americans are Losing Their Appetite for McDonald's, Taco Bell and Burger King covers a study showing that consumers - and especially Millennials - are choosing fast casual restaurants over fast food places. Key quote:
Most Millennials surveyed (89%) seek out fast, casual food they deem healthier, tastier and “more customized” than fast food, and they’re willing to pay more for it, the survey revealed.
At the same time, the nation's appetite for food trucks continues to grow. Cities across the country are liberalizing food truck laws in response to growing demand and people from all walks of life are starting food trucks.
We're not surprised by either development and see them as linked.
As we pointed out in our 2012 study Food Trucks Motor Into the Mainstream, patrons see food trucks as a higher quality but fast alternative to traditional fast food. We also pointed out a cultural shift towards healthy, fresh and locally grown food would allow food trucks to charge more than traditional fast food.
Add in the ability of food trucks to give their customers a unique, novel and fun experience to report on in social media, and it's easy to see why more people are choosing food trucks.