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Gourmet Food Trucks: An Ethnographic Examination of Orlando's Food Truck Scene

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Date Issued:
2013
Abstract/Description:
Gourmet food trucks have emerged as increasingly popular dining alternatives for consumers in today's urban landscape. Existing literature, as well as my own ethnographic research within Orlando, Florida's mobile food vending scene, reveals that food truck owner/operators utilize various strategies to establish a viable niche for themselves in this diversified and burgeoning market. Among other things, these strategies include online social networking, creating and maintaining a recognizable brand identity, collaborating with local retailers and bar owners, and incorporating organic and locally produced ingredients in their dishes whenever possible. As in other parts of the country, there appears to be a growing concern in greater Orlando about local diets and the profound and subtle messages it conveys about contemporary eating habits. I contend that dining at gourmet food trucks represents a legitimate declaration of consumer identity about individual beliefs and values. In my thesis, I examine how Orlando's gourmet food trucks offer consumers a greater selection of food options and allow locals to participate in a viable social network and community.
Title: Gourmet Food Trucks: An Ethnographic Examination of Orlando's Food Truck Scene.
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Name(s): Hawk, Zachary, Author
Matejowsky, Ty, Committee Chair
Geiger, Vance, Committee Member
Reyes-Foster, Beatriz, Committee Member
, Committee Member
University of Central Florida, Degree Grantor
Type of Resource: text
Date Issued: 2013
Publisher: University of Central Florida
Language(s): English
Abstract/Description: Gourmet food trucks have emerged as increasingly popular dining alternatives for consumers in today's urban landscape. Existing literature, as well as my own ethnographic research within Orlando, Florida's mobile food vending scene, reveals that food truck owner/operators utilize various strategies to establish a viable niche for themselves in this diversified and burgeoning market. Among other things, these strategies include online social networking, creating and maintaining a recognizable brand identity, collaborating with local retailers and bar owners, and incorporating organic and locally produced ingredients in their dishes whenever possible. As in other parts of the country, there appears to be a growing concern in greater Orlando about local diets and the profound and subtle messages it conveys about contemporary eating habits. I contend that dining at gourmet food trucks represents a legitimate declaration of consumer identity about individual beliefs and values. In my thesis, I examine how Orlando's gourmet food trucks offer consumers a greater selection of food options and allow locals to participate in a viable social network and community.
Identifier: CFE0005003 (IID), ucf:49981 (fedora)
Note(s): 2013-12-01
M.A.
Sciences, Anthropology
Masters
This record was generated from author submitted information.
Subject(s): Food Truck -- Gourmet -- Anthropology -- Social Media -- Cuisine
Persistent Link to This Record: http://purl.flvc.org/ucf/fd/CFE0005003
Restrictions on Access: public 2013-12-15
Host Institution: UCF

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