The food-truck market - Italy

1.1 Definition and presentation

A food truck - literally food truck - identifies a type of van or traveling van used for the preparation and sale of food. These food trucks belong to the largest category of street food.

The origin of food trucks is undoubtedly American, and initially the phenomenon was of limited interest in the European context. Today, however, street food, which unites about 2 and a half billion people in the world, has gradually become a global phenomenon and has also reached Italy.

The food truck has gradually lost the negative connotation of junk food and has extended its roots to a variety of foods and innovative cooking methods in order to continue to conquer the palate of an ever increasing number of consumers. In Italy, the context seems to be unstoppable recently, especially due to changing eating habits and purchasing needs. Food trucks are on the rise and in fashion, in fact they are configured on the one hand as a business choice in pole position and on the other as a valid alternative to traditional catering. In Italy, the market is expected to be influenced, in particular, by increasingly strict regulations on on-the-go catering and a highly competitive context that requires preventive moves and continuous innovation in the offer.

1.2 The Global Market

The first food-trucks appeared in the United States, which to this day remains the leading market on a global scale.

Around the world, some *.* billion people eat street food(***).

The global food truck market size was estimated at $*.** billion in **** and is expected to expand at a compound annual growth rate ...

1.3 The Italian market

In Italy, the food-truck market has been on the rise for years. According to a study by Coldiretti, three out of four Italians buy street food at least once a year, an interesting figure considering the close competition of the sector with traditional catering and the rise of food e-commerce.

According ...

1.4 COVID-19 impact

The street food sector has been one of the hardest hit by the closures imposed by the pandemic crisis. It is estimated that, among the ***,*** companies operating in the sector, there was a loss of turnover between **** and ***** euros per month, depending on the type of company(***).

There were also **,*** fewer ...

2.1 Characteristics of the Application

In Italy there are ** million regular consumers of street food, of these **% prefer traditional local food such as piadina, arrosticini or arancini, while **% choose international food such as hot dogs or hamburgers and only *% ethnic food such as kebabs, in sharp decline compared to the past.(***)

Italians love to eat out, ...

2.2 Demand Drivers

As shown in the chart below, there are many reasons why Italians prefer street food. This phenomenon has become fashionable again in the last few years thanks to the low cost and the speed of preparation, but also to the increase in the quality of the products and the hygienic and ...

2.3 New trends

In recent years, traditional Italian street food is undergoing a revolution stimulated by the cultural ferment around food, healthy eating and good food. Globalization and migrations between countries of the world favor the meeting and mixing of culinary traditions.

Moreover, the affirmation of street food and quick meals on the move ...

3.1 Competitive Market Scenario

The food truck sector, and the street food sector in general, is highly competitive. Food trucks have to compete with numerous players including fast food chains and restaurants that offer similar products at similar prices.

Of all of them, fast food restaurants are the main competitors in this market due to ...

3.2 Localization strategies: a distribution problem

A food-truck generally needs electricity, but above all it needs space and potential customers; therefore it must have a position that gives it visibility, especially in relation to other food-trucks. In Italy, however, as we will see later with the regulations, before staying in a certain place and exercise commercially, it ...

3.3 Opportunities for Food-Truck

In Italy, the number of events set up and organized to allow food-trucks to sell their street food has increased dramatically in the years leading up to COVID-** and is expected to make a comeback as soon as organizing crowded events does not pose any risk. Especially in the beautiful country, ...

4.1 Type of offer

A variety of menus offered

The formulas offered by food-trucks are quick-cooking dishes such as sandwiches, pizzas, burgers, bagels, kebabs, salads, Breton or Oriental pancakes, salads, etc. Also innovative are mozzarella bar concepts served with vegetables, sushi, foreign cuisine or fresh cooked products served in jars. Some vans also offer snacks, ...

4.2 Prices and costs

Initial expenses

To start a business in the food-truck sector, after the bureaucratic formalities, the first expense is the purchase of a van for street food. The investment is generally between **,*** and ***,*** euros, depending on the size of the vehicle, the complexity of the kitchen and especially if it is built ...

4.3 Focus Innovation: Street Food Catering

Street food catering is a type of catering and is a variation on the traditional system. It sees the use of food-trucks used to make a catering service and therefore to be able to offer an excellent variety of different cuisines and make the event more informal and picturesque. Often this ...

5.1 Regulatory framework

The first steps for the start-up of the activity of sale of foodstuffs, see, first of all, goodwill and ethics of entrepreneurs and then the request for permission to the municipality responsible for the area. As a professional requirement is necessary to have attended a course called EX-REC, also called SAB ...

6.1 Segmentation

• Streetfoody S.r.l.
• Street Food Mobile S.r.l
• VS SPECIAL DESIGN S.R.L.
• CEREDA ANITO S.R.L.
• SCAMINOX S.R.L.
• WOKI SRL