Tac-Go Food Truck

Janay Brown

Co-Presenters: Giovanna Braga, Heiner Pineda, Maureen Hanna, Vanessa Janowski

College: College of Business and Public Management

Major: BS.MARKETING

Faculty Research Mentor: Han, Min-Chung

Abstract:

The restaurant market surrounding Kean University is primarily composed of chain shops and quick-service outlets that emphasize speed and convenience. However, these options often lack spaces that support social interaction, connection to the outdoors, and affordability for students and faculty, indicating a potential gap in the local restaurant market. This study uses a quantitative survey methodology, collecting responses from at least 30 Kean University students, faculty, and staff to analyze food preferences and consumption behavior. In addition, competitive analysis, SWOT analysis, and PEST analysis are used to inform restaurant positioning and strategy development. The objective of this study is to develop a strategically positioned food truck near Kean University using primary survey data and competitive analysis, addressing unmet consumer needs. This research study will provide insight into how data-driven research can be used to support the development of a food truck business tailored to Kean University’s community.Keywords:University Market AnalysisFood and Beverage MarketingFood TruckConsumer PreferenceCampus Events