Les food trucks aka la restauration mobile : une innovation qui a du goût !

Je m’excuse d’avance si tu as faim après la lecture de cet article mais, si tu veux en savoir un peu plus sur les food trucks, ça vaut le coup !  😊

  • Qu’est-ce qu’un food truck ?

Un food truck ou autrement dit en français, un camion-restaurant, est un véhicule qui dispose de l’équipement nécessaire afin de pouvoir préparer, cuire et vendre par la suite des plats ou encore des boissons.
Depuis plusieurs années, ce mode de consommation plaît, car nous retrouvons de plus en plus de food trucks dans nos villes, mais également dans nos campagnes.
Chaque camion a sa spécialité : entre burgers, pizzas, crêpes, sandwichs, glaces ou encore salades, tout le monde y trouvera son bonheur.
Le fait d’être focalisé sur un produit permet de simplifier la gestion de l’approvisionnement et de la préparation.

Cette innovation s’inscrit dans le sens de l’évolution des comportements d’achat : le produit va à la rencontre du consommateur, et ce, quand le client en a besoin. Il n’est plus nécessaire d’aller au restaurant à l’heure du déjeuner ou encore d’aller acheter un sandwich à la boulangerie, lorsqu’un camion, qui propose des plats de qualité, est garé à côté de votre entreprise.

Ces camions-restaurants amènent un nouveau souffle à la restauration rapide.
En effet, nombreux sont ceux qui proposent des produits de bonne qualité et locaux. Ces food trucks sont également nombreux à proposer des alternatives plus saines afin de satisfaire tous les palais.

L’originalité de ce concept, ce qui en fait une force non-négligeable, est le fait que la cuisine est préparée à la minute et devant les clients. Cet élément a tendance à énormément rassurer le consommateur qui est très regardant quant à la qualité du service proposé.

  • Les contraintes liées à l’investissement d’un food truck

Ce mode de consommation, très apprécié, a tout de même un coût important. Mais en aucun cas, ces éléments ne doivent pas démotiver une personne qui a ce projet ! Tout est possible.

Commençons d’abord, par l’achat du camion, le cœur du concept. C’est un choix à ne pas négliger, car il s’agit du premier outil de communication et doit permettre d’attirer le regard des passants.
L’association « Street Food en mouvement » nous indique que le budget moyen à prévoir afin d’investir dans un food truck neuf et aménagé se situe entre 50 000€ et 100 000€. Cependant, ce poste de dépense peut diminuer en fonction de la taille du camion et si celui-ci est d’occasion.
Lorsqu’il s’agit d’un camion d’occasion, sans équipement, le prix peut être de 20 000€.
Si le camion est d’occasion, mais est déjà aménagé, il faut compter entre 30 000€ et 50 000€.
Une autre possibilité est le fait d’aménager soi-même un camion. Il faudra tout de même prévoir des coûts pour les équipements et l’installation.

De plus, il faut noter que le respect des normes sanitaires est primordial. Ce sont les mêmes règles que pour les restaurateurs. La personne souhaitant créer un concept de food truck doit donc impérativement se former sur les règles d’hygiène alimentaire dans un centre agrée. Le coût de la formation se situe entre 600 et 1200€.

L’obtention d’un permis de vendre sur la voie publique est devenue plus difficile à obtenir dans certaines villes/commune. Il faut donc prévoir un budget pour votre emplacement.

Exemple de Food Truck
Exemple de Food Truck

 

  • Le food truck est un outil marketing à ne pas négliger

Si tu connais quelqu’un, qui connaît quelqu’un dont une personne de son entourage souhaite ouvrir un food truck, alors n’hésite pas à lui partager cet article pour que la personne concernée puisse lire ces quelques tips.

Le premier élément à ne pas négliger est l’image de marque de votre camion ambulant. Il est nécessaire de prévoir un budget pour la communication afin d’accroître votre visibilité.
L’image de marque de votre food truck est le premier point de communication ; le premier contact entre votre client et vous. En effet, lorsqu’un potentiel client affamé passera devant votre camion, la première chose qu’il verra sera le visuel de votre camion. Si celui-ci n’est pas attrayant et soigné, le prospect sera moins apte à s’approcher du lieu de commande.
C’est un facteur décisif (après le prix évidemment) qui va donner envie de tester ou non, ce que vous proposez.

Deuxièmement, avoir une cohérence entre vos différents supports de communication permet d’être plus facilement identifiable par vos clients et par vos prospects.
Il est nécessaire d’avoir des contenus visuels de très bonne qualité et cohérents entre eux : vos réseaux sociaux, votre site internet, votre menu format papier, la carte de fidélité, etc. doivent refléter la personnalité de votre marque.

Troisièmement, vos réseaux sociaux sont primordiaux dans votre stratégie de communication. L’ère digitale dans laquelle nous sommes actuellement, permet aux individus de naviguer sur les réseaux sociaux afin de voir si les plats sont appétissants et de se faire un avis directement sans même avoir goûté ce que vous proposez.
Les photos publiées sur vos réseaux sociaux doivent réellement représenter ce que vous proposez. Il faut que vos photos soient de bonne qualité et donnent envie.
Pour vous faire une petite idée, je vous invite à regarder l’Instagram de Yeastie Boys Bagel’s. Ils n’hésitent pas à publier des photos appétissantes de leurs bagels et de leurs burgers pour donner faim aux clients.
Le petit plus de Yeastie Boys Bagel’s  : l’enseigne reposte les photos de ses clients, c’est ce qu’on appelle l’User Generated Content. Cette stratégie permet à la marque d’alimenter son Instagram quotidiennement et de montrer qu’elle porte un réel intérêt à ses clients.

Publication Instagram Yeastie Boys Bagel's
Publication Instagram Yeastie Boys Bagel’s

De plus, l’omniprésence sur les réseaux sociaux est essentielle. Il est nécessaire d’engager vos abonnés grâce à un contenu à forte valeur ajoutée.
Il semble également intéressant d’utiliser la publicité sur Instagram afin de vous permettre de promouvoir vos photos, de cibler les bons consommateurs, de gagner en notoriété et en crédibilité, car les photos de nourriture sont des contenus très appréciés sur ce réseau social.

Quatrièmement, créer un site internet est également nécessaire. Ce site permettra à vos clients et à vos prospects de connaître votre emplacement, vos horaires d’ouverture et vos menus.
Votre site internet devra reprendre votre charte graphique afin d’être facilement identifiable.
Pour vous faire une idée, le site internet du food truck « Les mecs au camion » est un bon exemple : http://lesmecsaucamion.com

Cinquièmement , n’hésitez pas à mettre votre food truck à disposition pour des événements. En effet, de plus en plus de personnes cherchent une alternative originale aux traiteurs. Que ce soit pour des événements familiaux ou pour des événements entreprises, c’est le moment de proposer une nouvelle expérience à vos clients et de vous démarquer.

Food truck burger

Une dernière chose, il est important de répondre aux commentaires laissés sur les réseaux sociaux ou encore de répondre aux avis des clients publiés sur Google My Business. En effet, les internautes regardent de plus en plus les avis avant de faire leurs choix pour être certain de ne pas regretter. Lire et répondre aux commentaires vous permettra également de mieux comprendre votre cible et pourquoi pas, apporter des améliorations à votre offre.
Il ne faut donc pas oublier que l’avis client est un véritable enjeu en termes d’acquisition et de fidélité.

  • Les marques et les food trucks

RichesMonts, Monoprix, Heinz, Cassegrain… Les marques se sont également emparées de ce concept innovant.
Leur objectif ? Aller à la rencontre de leurs consommateurs.
Par exemple, RichesMonts, du 10 au 6 décembre 2014, est partie à la rencontre des citadins en France dans le but de faire tester cinq variétés de fromages à raclette. Ce food truck a donc permis d’amener un peu de montagne en ville comme à Lyon ou encore à Nice.

Nous pouvons dire que les food trucks ont encore de beaux jours devant eux et s’adaptent parfaitement au rythme de vie des consommateurs qui mangent de plus en plus sur le pouce.

Et toi, quel est le dernier food truck que tu as testé ? 🍔

Si ce sujet t’a intéressé, tu peux lire d’autres articles sur la food, ici !

Manon Barbaret

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