Market Research MKT 525 Questionnaire

Food trucks – industry with growing market potential?by taking the example of The Slide Ride Chicago

Market Research Questionnaire Assignment MKT 525

Sabrina Fruehauf2/28/2012

MKT 525 - Questionnaire Winter 2012Sabrina Fruehauf

Market Research MKT 525 – Questionnaire

Research question: Food trucks – industry with growing market potential?By taking the example of The Slide Ride Gourmet Food Truck, the following questionnaire is

designed to analyze the awareness rate about latest food truck developments in Chicago.

“ChicagoFoodTrucks.com’s goal is to create one place all about food trucks, where people can find new trucks, get up-to-the-minute updates on their locations, food

truck only events; as well as keep Chicago updated about the ordinance.” (http://chicagofoodtrucks.com/Chicago_Food_Trucks/The_Movement.html)

Background: Food Trucks are one of the few growing industries in today’s economy. Food trucks require less investment costs than a restaurant business and are a handy way to bring

unique culinary ideas to the people. If we look back a couple of years ago – the idea of food trucks was still utopia. Even though many adventurous innovators, most of them restaurant owners striving for new untapped markets, were playing with the thought of providing new opportunities with food on the go in form of mobile food trucks, it was mainly legislations and city council regulations that held them back.

However, due to the rise in the number of food trucks in cities like New York and Los Angeles, this has changed. Food trucks have become a very successful culinary trend especially in a city like Chicago where people love to go out and enjoy being exposed to this abundance of diverse food.

By taking the example of gourmet truck “the Slide Ride”, the following questionnaire is meant to get a sense of how the people of Chicago feel about food trucks, to what extent they are aware of in particular the Slide Ride’s existence and offerings and of course, to find out about peoples’ opinions as to what they are missing and what they’d suggest could be improved.

The Slide Ride started out of a simple passion to create delicious mini sandwiches on the go. Nida Rodriguez, who originally came from the corporate finance world, had the courage to make the step into the food truck business and practice one of her favorite pastimes: cooking.

“I love watching people enjoy my food”, Nida tells the press. Among their most popular items you can find the Rock’n Ribeye slider, the eclectic Mini Pork Bahn Mi or their vegetarian Southwestern Black Bean slider.

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http://chicagofoodtrucks.com/Chicago_Food_Trucks/The_Movement.html


Urbandaddy.com describes them “gospel of slightly smaller-than-average sandwiches, one mouthwatering rib eye slider at a time.” 1 To make the retro theme really come to life, there will be mini glass coke bottles and personal-sized red velvet whoopee pies.

The Slide Ride’s truck is very eye-popping: One is very unlikely to miss the bright pink truck with an elegant lady silhouette on the side. The idea for the design can be traced back to again, as Nida points out, the very male-dominated corporate finance while trying to set an example for lady power. Just like LA, New York, Seattle and other famous food truck cities the Slide Ride aims to revolutionize the mobile dining scene in Chicago with a variety of affordable,

fresh and tasty food items. To increase traffic and to draw more people to the trucks, The Slide Ride can be followed on twitter, facebook and foursquare, all three essential social media tools in today’s digital revolution era.2

1 See http://www.urbandaddy.com/chi/food/13642/The_Slide_Ride_Presenting_the_All_Slider_Food_Truck_Chicago_CHI_Lincoln_Park_Restaurant/search2 See www.theslideride.com

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Questionnaire

Screening:

Hello. My name is Sabrina Fruehauf and I am doing an independent study on the awareness rate about The Slide Ride food trucks in Chicago. First of all, we would like to get more information about your personal attitude towards food trucks and the experiences you’ve had with them.

1. Have you ever had food from a food truck before? (dichotomous)

__ Yes

__ No

2. Have you ever had food from The Slide Ride? (dichotomous)

__Yes

__No

3. If answered “Yes” in 2, how frequently do you purchase food from The Slide Ride?

__ often (>5 times per week )

__ occasionally (2-4 times per week)

__ Seldom (<2 times per week)

If respondent answers “yes” and “yes” in the first two questions, we’ll proceed:

We are very interested in finding out how frequently you buy food from food trucks and what other types of trucks you buy from apart from The Slide Ride. The survey will only take a few minutes and it would be great if you could give us your insights into your experiences with The Slide Ride. We'd like to emphasize that the findings are purely for research and you will not receive any follow-ups from this research. We appreciate your patience and thank you for your participation.

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Awareness:

1. When you hear the term “food trucks”, what comes to your mind? (Open ended)

______________________________

2. What types of food trucks if any have you seen in your neighborhood lately? (Open ended)

______________________________

3. What types of food trucks if any have you seen in downtown Chicago lately? (Open ended)

_____________________________

4. Which of the following food trucks do you recognize? Please check: (Multichotomous)

- Authentic Argentine Gourmet Empanadas- New York Deli on Wheels- Cupcakes for Courage- Falafelwich Wagon- Flirty Cupcakes on wheels- The Slide Ride - Haute Sausages- Mama Green’s Gourmet Goodies- Meatyballs Mobile- Samich Box- The Southern Mac&Cheese Truck- Starfruit- Steakw’ch- Tamalli Space Charros- Taquero Fusion- The lunch machine- Wagyu Wagon- The slide ride- Eleaven food company - Gaztro-wagon- None of the above

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Knowledge:

1. What type of food does The Slide Ride serve? Please check the appropriate: (multichotomous)

__ Chinese__ Italian__ Mexican__ Indian__ American style Sandwiches__ Other: please state: _____________________________

2. Who owns The Slide Ride? (open-ended)____________________ __ I don’t know.

3. Where in Chicago do you see The Slide Ride? (multichotomous) __ South Loop__ West Loop __ Downtown (Loop Area)__ River North__ Southside __ Lakeview__ Lincoln Park__ Wicker Park__ Bucktown__ Other, please specify: ___________________

4. How much do you pay for a dish at The Slide Ride? Please circle. (multichotomous) <=$4 $ 4-~7 $ 7-~10 $ 10-~13 $13-~16 >$16 __ I don’t know

5. For how long do you have to wait to get your food? (multichotomous) __ 0-3 mins__ 3<x<5 mins__ 5<x<8 mins__ 8<x<11 mins__ > 11 mins

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6. How would you describe a truck named “The Slide Ride”? (semantic differential)

Trendy____________________unfashionableYouthful__________________old Cold______________________WarmQuality____________________TrashGlobal_____________________LocalForeign____________________NativeDreary_____________________Bright

Preference:

1. Which is your favorite food truck company? (open-ended) _________________

2. Rank the following food trucks according to preference 1=most favorite, 4=least favorite: (scales)

__ Flirty Cupcakes on wheels

__ The Slide Ride

__ Haute Sausages

__ Tamalli Space Charros

3. Here are the names of five types of food. Please circle the number which best describes how much you’d enjoy buying them from a food truck: (scales)

VERY VERY MUCH LITTLE

Indian 1 2 3 4 5 Mexican 1 2 3 4 5 Burgers 1 2 3 4 5 Sushi 1 2 3 4 5 Italian (Pasta & Pizza) 1 2 3 4 5

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4. You have tried The Slide Ride’s food before. Please circle the appropriate: (Likert Scale)

The Slide Ride’s food is tasty.

Def Gen Mod Mod Gen DefDis Dis Dis Agree Agree Agree 1 2 3 4 5 6

The quality of The Slide Ride’s food is excellent.


The Slide Ride’s employees are patient when taking my order.


The Slide Ride’s menu board was easy to read.


The Slide Ride’s employees are friendly.


The Slide Ride offers a broad range of beverages.


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5. Divide 100 points across the following locations in terms of where you prefer food trucks to be found at: (constant sum scale) Near university campus/ workplace __ Near local gym __ Near recreation parks __On main shopping streets __

7. How much money are you willing to spend at a food truck? Please circle. (multichotomous) <=$4 $ 4-~7 $ 7-~10 $ 10-~13 $13-~16 >$16

Intentions:

1. The next time you go for lunch, where will you go? (multichotomous) You can check multiple.

__ workplace/ university cafeteria__ drive-through__ bakery__ buffet__Casual Diner__ Posh Diner __ Gastropub__sandwich bar__ snack bar__ bistro __ Steakhouse__ fast food place (Subway, McD, Burger King…)__ food truck

2. It’s a lovely sunny day in June. It’s lunchtime. If you had the choice between going to a sit-down restaurant or the Slide Ride food truck, where would you go? (dichotomous) __ restaurant __ Slide Ride food truck __ not sure

3. It’s a snowy day in January. It’s lunchtime. If you had the choice between going to a sit-down restaurant or the Slide Ride food truck, where would you go? (dichotomous) __ restaurant __ Slide Ride food truck __ not sure

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Behavior: (20) (mostly dichotomous)

1. Do you eat at food trucks? __Yes / __ No 2. What do you eat for lunch? _________________ (open-ended) 3. Do you go out for lunch? __Yes / __ No4. How many times per week do you go out for lunch?

__ 0-2 times __ 3-5 times __ 6-7 times (=everyday)5. Do you go out for dinner? __Yes / __ No6. How many times per week do you go out for dinner?

__ 0-2 times __ 3-5 times __ 6-7 times (=everyday)7. How much money do you spend when you go out for lunch? Please circle.

<=$4 $ 4-~7 $ 7-~10 $ 10-~13 $13-~16 >$16 8. How much money do you spend when you go out for dinner? Please circle.

<=$4 $ 4-~7 $ 7-~10 $ 10-~13 $13-~16 $16-~20 $20-~25 >$ 25 9. How many times per week do you cook at home? (multichotomous)

__ 0-2 times __ 3-5 times __ 6-7 times (once a day) __ everyday&more than once a day10. Do you cook for the family or members of your household?

__Yes / __ No __ just for myself11. If answered “yes” in 10, how many times per week do you cook for others?

(multichotomous) __ 0-2 times __ 3-5 times __ 6-7 times (once a day) __ everyday&more than once a day

12. How many times per week do you prepare lunch at home and take it with you? (multichotomous) __ 0-2 times __ 3-5 times __ 6-7 times (everyday)

13. How healthy would you describe your diet? Please mark on the following graphic scale.__________________________________________________________Very healthy not healthy at all

Motives:

1. Why do you think people in general buy food on the go? Please rank from reason with highest percentage (1) to lowest (4). (ranking) __ convenience (related to location) __ convenience (related to time) __ adventure (choose something out of the ordinary) __ support for local start-ups (as opposed to restaurant chains)

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2. Why would you buy food on the go? Please rank from reason with highest percentage (1) to lowest (4). (ranking) __ convenience (related to location) __ convenience (related to time) __ adventure (choose something out of the ordinary) __ support for local start-ups (as opposed to restaurant chains)

3. Why would you say no to food from a food truck? (check what’s appropriate) (multiple choice)__ The trucks are never where I want them to be.__ The food is too pricy.__ The food is not fresh. __ I don’t like the taste of the food.__ I’d rather sit down to eat.__ I don’t like the atmosphere. __ I would never say no to food from a food truck.

4. Why would you say no to food from The Slide Ride? (check what’s appropriate) (multiple choice)

__ The trucks are never where I want them to be.__ The food is too pricy.__ The food is not fresh. __ The food choice doesn’t appeal to me. __ I don’t like the taste of the food.__ I’d rather sit down to eat.__ I don’t like the atmosphere. __ I would never say no to food from The Slide Ride.

Psychographics:

1. What is your attitude towards food trucks? (itemized scale)I like food trucks very much___I neither like nor dislike food trucks ___I don’t like food trucks at all___

2. I like going out for drinks at night.


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3. I like to grab some food after a night out.


4. If food trucks were located next to my bar, I would go and order food from there.


5. It depends solely on the price of the food whether I would buy food from there after the bars. Def Gen Mod Mod Gen DefDis Dis Dis Agree Agree Agree 1 2 3 4 5 6

6. I like experimenting and trying exotic food. Def Gen Mod Mod Gen DefDis Dis Dis Agree Agree Agree 1 2 3 4 5 6

7. I usually eat balanced, nutritious meals. Def Gen Mod Mod Gen DefDis Dis Dis Agree Agree Agree 1 2 3 4 5 6

8. I am careful about what I eat.Def Gen Mod Mod Gen DefDis Dis Dis Agree Agree Agree 1 2 3 4 5 6

9. I often try new brands before my friends do. Def Gen Mod Mod Gen DefDis Dis Dis Agree Agree Agree 1 2 3 4 5 6

10. Food trucks are a great way for me to support local start-ups. Def Gen Mod Mod Gen DefDis Dis Dis Agree Agree Agree 1 2 3 4 5 6

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Demographics:

Please tell us about yourself:

1. How old are you?

__ Under 15 years

__ 16-21

__ 22-27

__ 28-33

__ 34-45

__ 46-60

__ Over 60

2. What is your gender?__ Female__ Male

3. What is your employment status:__ I am a college student (undergrad) __ I am a college student (grad) __ I am a high-school student__ I am a full-time employee.__ I am a part-time employee.__ I am self-employed. __ none of the above

4. What is your marital status? __ married__ single__ in a relationship__ divorced__ other, please specify: _________________

5. How many people are there in your household?__ only you __ 1-2 others

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__ 3-5__ > 5

6. What is the highest level of education you have completed? __ high school__ college __ bachelor degree__ master degree__ MBA__ PHD__ Other, please specify: _________________

7. Do you own a car? __ Yes__ No

8. What is your household’s total income for the year? __ < $20,000__ between $20,000 and $40,000__ between $40,000 and $60,000__ > $60,000__ I choose not to say.

9. Any other comments? Please share them with us._______________________________________________________________________________________

Thank you for your participation. We appreciate your time.

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