AMTP Proceedings 2026

Document Type

Conference Proceeding

Publication Date

Spring 2026

Abstract

This study examines how a mobile food business, specifically a local food truck operating throughout Cambria County, Pennsylvania, can use market insights and strategic marketing to attract new customers and maintain a loyal following. As food trucks continue to grow in popularity and competition increases, offering good food alone is no longer enough to stand out. Instead, success often depends on delivering a memorable overall experience, including efficient service, convenience, brand personality, and consistent customer engagement. Using the featured food truck as a case example, this research analyzes customer preferences, travel patterns, and the influence of social media platforms such as Facebook, Instagram, and TikTok on consumer awareness and interaction. Survey responses from residents reveal key factors that shape customer loyalty, including menu variety, pricing, location accessibility, and the truck’s visibility online. Findings indicate that the business could strengthen its customer base by posting more frequently on social media, promoting its monthly schedule, and creating interactive content that engages customers. The study acknowledges limitations, including a small, region-specific sample and the challenges of generalizing results beyond Cambria County. Still, the research provides valuable guidance for mobile food businesses seeking to improve visibility, enhance customer retention, and stay competitive in a rapidly evolving food service environment.

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