LeGreco Ranata Reeder Natalie Jones Nichole Patino Rolling Food Trucks into Downtown Greensboro A Pilot Study Food Trucks in GSO A History Before October 1 2013 Food Trucks with the exception of hot dog carts could not operate in the Downtown City Center ID: 427073
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Slide1
Marianne LeGreco, Ranata Reeder, Natalie Jones, Nichole Patino
Rolling Food Trucks into Downtown Greensboro: A Pilot StudySlide2
Food Trucks in GSO: A History
Before October 1, 2013
Food Trucks (with the exception of hot dog carts) could not operate in the Downtown City CenterFood Trucks could not operate in institutional spaces (like hospitals and college campuses)
Food trucks can only operate on private propertyAfter October 1, 2013
The City of Greensboro would host a 2-month pilot project to assess the feasibility of trucks in downtown
The pilot project would allow 4 trucks at a time to rotate through space on Commerce PlaceSlide3
Food Trucks in GSO: A History
X
The Pilot Project
4 trucks can operate at a time
Lunch shift from 10-3 M-F
Dinner shift from 5-10 on Fridays
Trucks were given a time to register for the pilot project
Truck schedules were assigned by the City’s Small Business manager using a lottery system that was also designed to ensure varietySlide4
The Partners: Community-Based
The City of Greensboro
Greensboro City CouncilGreensboro Citizens
Cecelia ThompsonKatie Southard/The Green BeanDonovan McKnightMcCoul’s
Downtown Greensboro, INC.
UNC-Greensboro
The Sales FactorySlide5
The Partners: The Trucks
The pilot started with 12 trucks – 9 of which were from Greensboro/Guilford County. Over two months, an additional 8 trucks joined the pilot (although not all 20 trucks actually made it to Commerce Place).
Baguettaboutit
1618 Mobile KitchenThe Great Escape
Hickory Tree BBQ
Taste of Creole
Carolina Corn Roasters
El Azteca Taco Truck
Big City Sandwiches
The Ice Queen
Parlez-Vous
Crepes
My Dream Cakes
Bandito Burrito
Captain Poncho’s Tacos
Marty’s BBQ
Chirba
ChirbaSlide6
Research Methods
Methods Overview
Mixed Methods Study
Onsite and Online Data Collection
FTF Structured Interview, Onsite Observations, Online Follow-up Survey
Study was largely exploratory
Insights from Natalie
Survey/Interview Guides
Lunch (101 responses)
Dinner (50 responses)
Online (261 responses)
Data EntrySlide7
Carolina Corn Roasters
Observations from
Ranata
at
First Friday
October 5
th
, 2012 6:30pm - 8:30pm
360 People
Baguettaboutit
Hickory Tree BBQ
The Great Escape
Sidewalk
GrassSlide8
Preliminary Findings
We Have a Handout!!
Community-Level FindingsPilot was largely a success
Lunch attracted people for both work and leisureDinner was particularly helpful for familiesSome pushback from restaurant owners
City Council voted to suspend the policy for 6 months
The food trucks self-organized to create the Central Carolina Food Truck Alliance
Inspired by the multiple stakeholder dialogues that we had during the pilot projectSlide9
Preliminary Findings
We’re Still Crunching Numbers, but…
Insights about Communication and Community-Based Participation (Cheney & Stohl; Guttman
; LeGreco)Insights about Mobile Food and CommunicationSocial Media
But more importantly, coordinated media
Unexpected research resultsSlide10
Future of Food Trucks?Slide11
Thank You…
Eddie Chia, our quantitative pinch hitter
Office of Leadership and Service Learning
Central Carolina Food Truck AllianceReggie Delahanty and Cecelia ThompsonDepartment of Communication Studies
Contact Marianne
LeGreco
at
melegrec@uncg.edu
with any inquiries.