ABSTRACT
This study strives to better understand the characteristics defining the food truck movement and food truck vendors in Atlanta, Georgia. The purpose of this research is to raise awareness of Atlanta food truck vendors’ stories and perspectives and develop a better understanding of the nature and scope of the city’s food truck scene. This study examines and identifies food truck vendors’ demographic characteristics, personal business motivations, entrepreneurial challenges, ambitions, and opinions about the trend they are part of. The findings indicate that the vendors’ motivations for engaging in the Atlanta food truck scene are twofold: they are driven by both economic advantage and socio-cultural appeal. Despite the metropolitan area’s complex permitting and regulatory procedures, vendors are optimistic and excited about the future and longevity of their businesses. The Atlanta food truck scene is constantly evolving, and suggests that, with time, food trucks and the communities they create have the potential to flourish in the city.
