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 Fruehauf
2/28/2012

MKT 525 - Questionnaire Winter 2012 Sabrina 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 truckswas 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.

Urbandaddy.com describes them “gospel of slightly smaller-

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than-average sandwiches, one mouthwatering rib eye slider at a time.”1To 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 Chicagowith a variety of affordable,

freshand 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_C
HI_Lincoln_Park_Restaurant/search
2
See www.theslideride.com

3


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 fromthis research. We appreciate your patience and thank you for your
participation.

4


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

5


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

6


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

Trendy____________________unfashionable
Youthful__________________old
Cold______________________Warm
Quality____________________Trash
Global_____________________Local
Foreign____________________Native
Dreary_____________________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 fivetypes 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

7


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

The Slide Ride’s food is tasty.

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

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

1 2 3 4 5 6

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

1 2 3 4 5 6

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

1 2 3 4 5 6

The Slide Ride’s employees are friendly.

1 2 3 4 5 6

The Slide Ride offers a broad range of beverages.

1 2 3 4 5 6

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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 Ridefood 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

9


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 / __ No
4. 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 / __ No
6. 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 day
10. Do you cook for the family or members of your household?
__Yes / __ No __ just for myself
11. 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)

10


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.

1 2 3 4 5 6

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

1 2 3 4 5 6

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

1 2 3 4 5 6

5. It depends solely on the price of the food whether I would buy food from there after the
bars.
1 2 3 4 5 6

6. I like experimenting and trying exotic food.
1 2 3 4 5 6

7. I usually eat balanced, nutritious meals.
1 2 3 4 5 6

8. I am careful about what I eat.
1 2 3 4 5 6

9. I often try new brands before my friends do.
1 2 3 4 5 6

10. Food trucks are a great way for me to support local start-ups.
1 2 3 4 5 6

12


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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