Food trucks, such as Korilla BBQ, have gained considerable popularity in recent years. For my senior thesis, I'm exploring the emergence of this new U.S. market for food trucks, a rapidly growing business that in 2011 accounted for 37% of the $1.4 billion in street revenue nationwide. My research delves into the transformation of public attitudes toward food trucks from vilified “roach trainers” to pop culture phenomenon and, more broadly, the changing landscape of American food culture. The research explores two interrelated factors that have contributed to the changing image of New York City food trucks: the evolving customer base and the unique marketing strategy through social media. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get Original EssayMost food trucks emerged in the late 2000s at the start of the economic recession as customers began demanding quick, cheap meals. With their relatively low operating and marketing costs, food trucks have proven extremely prosperous; within a couple of years, the business solidified itself as a profitable venture that chefs lauded as more rewarding and financially viable than maintaining brick-and-mortar restaurants. But economics only partly explains the transformation of the food truck business. Perhaps an even more important factor is the change in the customer base, which can be seen by the type of food served at these food trucks and the role of social media in spreading their popularity. French sociologist Pierre Bourdieu specifically talks about class-related tastes, arguing that food tastes depend on each class's idea of ​​the effects of food on the body. Bourdieu describes the eating habits of the working class and professionals, where the former are "more attentive to the strength of the body than to its shape, and tend to prefer cheap and nutritious products", while the latter opt for "tasty, healthy, light products and which do not make you fat." Likewise, the quality of food in food trucks has also improved: these trucks no longer serve defrosted instant meals, but gourmet food prepared by former chefs of luxury restaurants. Furthermore, the world of food has become increasingly intertwined with the world of food. technology. Social media marketing has allowed food trucks to interact directly with their customers to foster a sense of community and build brand loyalty. In fact, with nearly a billion people on Facebook, marketers are starting to understand the power of social media as a tool for building a personal brand image and establishing consumer trust. GIS social media platforms, such as Twitter, have been especially useful for food truck vendors because they can communicate to specific local audiences about their latest locations or special menu items. Social media also allows customers to experience the thrill of the “hunt” as they track the location of their favorite food trucks. This summer, over a three-month period, I tried to find out everything I could about the food truck business, following several trucks in multiple locations and interviewing as many customers and operators as I could. New York is the Mecca of US food culture The city seemed to be an appropriate destination for my research, especially considering the huge number of food trucks in the city due to its population density. Since food trucks were considered the nadir of culinary success, catering to people in blue-collar professions, I wanted.