How to sell ‘different’
Position
Food trucks had changed and then re-invented lunchtimes.
Problem
However, due to competition, overheads and fear of diminished returns, many trucks were reverting to selling ‘safe bets’. How can this trend be reversed?
Most of these businesses relied on Facebook, Twitter or an organiser like Kerb, to promote their whereabouts. Few, if any, had their own social media presence or brand, with well-written copy and appetising imagery.
Possibilities
After interviewing a number of food truck owners, I arrived at a number of conclusions.
Education. Authentic street foods don't appeal to everyone's tastes primarily because they’re unknown
Social media. Sales often rely on trucks being in the right place at the right time, rather than bringing their fans to them
Branding. Food truck owners need a brand image
Brand identity
Brand tone-of-voice
Our company name ’Mamamia!’ is the verbal expression of what it means to eat our great-tasting homemade food.
Our quirkiness comes from our rebellious spirit, spurred on by our dislike of high street chains taking over lunchtime.
Our tone of voice is an expression of the people who make up our family business.
Colloquial, everyday language creates a common emotional connection.
Exclamatory punctuations convey excitement/humour related to our love of food.
We’re humble. We laugh at ourselves and our obsessive passion for creating the best Neapolitan street food.