I
conducted three focus groups to gain more of an understanding of the potential
customers at The Hitch. I developed a list of around 50 questions that would be
asked during the course of the interviews, depending on the direction the group
took discussion.
The
questions were directed towards industry trends, if and how often they visit
The Hitch, what features and/or components they liked about The Hitch as it is,
the competition in town, and what their ideal food trailer would be and why.
The
first group was conducted October 4, 2011 in a classroom in Old Main on the
Texas State University campus. The group had five participants; four females
between 20 and 24 years old, and one male, aged 23. All five of the
participants in this group are current students at Texas State University, and
four of the participants live in San Marcos. The fifth lives in Austin, Texas.
When
talking about industry trends, the group agreed that they’ve noticed prices
going up, quality going down, and the desire to try something other than fast
food was strong. They brought up food trucks, and seemed rather excited to talk
about the different ones they’ve seen or sampled in Austin. No one was aware
there were two established food trailer parks in walking distance to campus. The
general consensus was that everyone had seen the competition, due to location.
There was also an assumption that The Hitch had actually moved and changed its
name to the competition.
The
group also decided that they would be very interested in food trucks. “I love
eating outside,” said one of the participants. “Having lunch or dinner picnic
style is more fun and interesting, and something people don’t do enough any
more.”
Another
point the group made was that they’d prefer a truck with interesting designs
and exciting logos. “It makes the people who are part of the truck give a darn
about what they’re doing,” said one of the group members. “A trailer with a fun
design or look is more likely to get my vote and money than one that looks
plain.”
The
second group I conducted was on October 7, 2011 in The University Police
Department’s conference room. There were six people in attendance. There were
three females, aged between 22 and 40 and 3 males, aged between 36 and 43. The
group was made up of working professionals in law enforcement in San Marcos. I
selected individuals for this group because of the convenience and quality that
food trucks would bring during hectic days.
When
eating out, they as a whole typically go out for lunch and eat burgers, steaks,
Italian, sushi and Mexican. Most of the group members were not likely to spend
more than $10 on a lunch, however two individuals were willing to splurge for
lunches a few times a month. The officers were likely to try something new, as
eating the same thing every day is tiring their tastes.
Incentives
were something the group started talking about, and agreed that if there was a
coupon, a buy one get half off, or any other motivation to go one place over
another, they would be more likely to eat where the that enticement is. A daily
special was something that the males preferred at various locations over the
females.
Another
point that was made in the group was they would be happy to know their food was
of good quality, organic and locally sourced. “If I knew that the food trailers
were creating local and organic product, I’d be more likely to go,” said one of
the participants. “I would pay more for local food.”
The
third focus group was conducted on October 10, 2011, in a study room in Alkek
Library on the Texas State University campus. The group was made up of 5 female
students between the ages of 18 and 21.
My
findings from this group were very similar to the first group of students. They
all agreed that cleanliness of food trailers would be something very important,
and perhaps having inspection reports or certificates clearly displayed would
be something they would love to see before making the decision to eat at a
trailer. It was clear that these girls were apprehensive about eating out of a food
cart, due to pre-conceived notions regarding roach coaches and not thinking
about them as mobilized gourmet chef kitchens.
They
also agreed that they would be very likely to eat from a cart if the food were
healthy, local, delicious, and if the cart looked clean and interesting. They
also said that by having a cool logo and design or clever look to the truck
would help bring them in.
The
conclusion I drew from all three of these groups is that the majority of people
were excited about the prospect of food trailer parks, but had no idea that The
Hitch was even in existence. They, for the most part, were aware of the
competition, and not the location of The Hitch.
Conducting
focus groups was incredibly helpful because I was able to talk to the target
audience in an intimate setting about what it was they knew about the topic,
what it was they liked and did not like, and what they would want if they had
their ideal setting. The information gathered is invaluable in discovering what
it is the people in this town want.
