6. INDUSTRY RESEARCH: FACTS
● 20% of consumers have never heard of
food trucks.
● 33.3% of people aware of food trucks
have never purchased from one.
● 70% of non-users are hesitant to make a
purchase from a truck.
7. INDUSTRY RESEARCH: FACTS
● 73% of consumers
first are
introduced to
food trucks they
frequent by
seeing it on the
streets
8. INDUSTRY RESEARCH: FACTS
● Over 60% of consumers aged 18-44 were
willing to go food trucks (compared to 38
percent of 65 and older)
● Only 27% of lunch customers eat at food
trucks more than once a week.
● 70% of Dinner customers eat at food
trucks less than once a week.
10. INDUSTRY INSIGHT: SURVEY RESULTS
Three words that
come to mind when
you think of a food
truck...
11. FIELD OBSERVATION: COMPETITION
Consumers seek out
Kogi for regular
items that they
favor.
Weekly schedule
posted ahead of
time, so it is easy
for consumers to
find them.
Strategic about
locations.
Kogi has a strong fan
base that actively
seeks them out.
Drivers are friendly,
make eating a social
experience.
Gained popularity by
parking in unique
locations (example:
outside of a club at
2 am).
13. Vegetarians always
expect little from
non-vegetarian-
centric restaurants
let’s be different
JENNIFER
Los Angelino vegetarian “foodie”
14. PRODUCT INSIGHT
● Creative clientele = creative foods
● Tasty items, but very heavy
o Los Angelenos are health conscious
o Provide lighter meal options
o Vegetarian sausage = lighter alternative,
reaches a wider consumer base
o Lighter options are essential for catering
16. CONSUMER RESEARCH
We studied our consumers through a survey
distributed through various online
platforms, as well as 5 field observations:
o LA Live
o Meltdown Comics
o Seoul Sausage Breakfast on Sawtelle
o Seoul Sausage restaurant
o Kogi BBQ Lunch on Abbot Kinney, Venice
17. SURVEY RESULTS
Of our respondents:
● Only 25% have heard of Seoul Sausage
● However, of those who never heard of
the brand, 70% were interested in
trying it.
● 50% of respondents go to food trucks
less than once a month.
18. Would you
be willing to
follow Seoul
Sausage on
Social Media
to receive
daily food
truck
locations and
special
deals?
25. CONSUMER INSIGHT
● Who is the Seoul Sausage
consumer?
o Demographics
Age: 18-35
Average income: $55-100k
Location: Southern CA
o Psychographics
Creative individuals!
Adventurers, open to new things
Heavy social media users
26. “We always love it when
we get word that our
potential clients are
fans of our work, or
heard great things about
our truck. If we can do the
same, for example,reach out
to Google, or KROQ or some
organization and let them
know how we think they’re
great and would love to
work with them, well
it just makes sense”
PAUL- EMPLOYEE W/ + SEOUL
29. CREATIVE 1: FEED YOUR SEOUL
EMAIL BLASTS:
Feed your Seoul.
(with the freshest)- for local fresh ingredients
Feed your Seoul.
(with knowledge)- for educational email blasts
Feed your Seoul.
(and your pockets)- for discounts/specials/promos
31. MEDIA 1
Email Blasts- 1 per week
● MailChimp: can attain a free subscription or sign up for as
little as $10/mo
● Campaigner: Up to 1,000 emails for $20/mo.
● Constant Contact: Regular email plan starts at $20/mo. (from
0-500 contacts), $35/mo. (from 501-2500 contacts)
Email Acquisition
● Post on social media platforms about __% off on website pop up
● Truck/In Store- Fill out sheets for customers to leave email
o Incentive- email blasts with promotions & discount offers
32. MEDIA 1 cont’d
Social Media
● Twitter, Instagram, Facebook, SnapChat
o Giveaways
Take a pic of food in front of Big Papa and upload (on Twitter
or IG) for chance to win a free meal
Best meme uploaded on IG or Twitter with specific hashtags
wins a free meal
o Combating beliefs
Post more pictures of inside of truck and food being prepared
on trucks
Use social media platforms to highlight healthy ingredients
Website Updates
● Truck Scheduling
33. OBJECTIVE 2
Make Big Papa the go-to catering
option for Southern California’s
most innovative companies’ events
34. CREATIVE 2: EVENT
WHERE?
Park food truck near their workplace- The Reserve
WHO?
Surrounding companies
WHEN?
After work- around 5pm-7pm, mid July
HOW?
First 40 people of each company receive color coded
tickets
WHY?
Exposure & Catering connections
37. MEDIA 2
Printing Costs for 250 print ads
Staples
● $279.99 (black and white)
● $300 (color)
Fedex Kinkos
● Full Page: $149.99 (color)
● Half Page: 79.99 (color)
**UPrinting
● Full Page: $175.88 (color)
● Half Page: $53.54 (color)
38. MEDIA 2 cont’d
Press Release Websites
● iReach
o Package 1: SearchReach (Get your message on iReach and Yahoo)
$129/release
o Package 2: WebReach (Add an image to your message and drive
even more traffic to your news) $299/release
o Package 3: WebReach Plus (Display your photo and message in
Times Square* and on websites) $399/ release
● Free Press Release
o Free with limited features
o Premium: $19/pr
o customized: $59/pr (all features)
39. CREATIVE 3
Although we might not have been able to target
and invite ALL of the companies we want to
partner with, we still want them to be able to
experience Seoul Sausage.
FOR FREE
The big insight here is that social media is more valuable in retaining customers, rather than bringing in new customers.
National Restaurant Association (their survey had 1000 people, to give you an idea of how small our survey really is)
www.google.com/url?q=http%3A%2F%2Fwww.restaurant.org%2FNews-Research%2FNews%2FFood-trucks-gaining-momentum%2C-new-research-finds&sa=D&sntz=1&usg=AFQjCNFEM7c8LR0aqOarKjR1dgI61OyIgA
