Using Customer Preference to Promote Healthier, More Balanced Options at Latino Food Trucks

INTRODUCTION – Dining out usually leads to consuming too much salt, fat and sugar and insufficient fruits, vegetables and whole grains,  Understanding the role of customer preferences and opinions is critical to determine how to promote healthier, more balanced options which can reduce the risk of obesity and chronic diseases.

METHODS – We helped 20 traditional, Latino food trucks, “loncheras,”to develop and promote meals that meet the USDA My Plate guidelines.  Upon implementation of the program we are surveying 40 customers over a six-month period at each lonchera, collecting data on demographics, reasons for selecting the lonchera, purchasing habits, and opinions of both the food purchased at the time of the survey and the “My Plate” meals.

RESULTS – To date, we have administered over 120 surveys, with the average customer being a 40-year old, Latino male.   The majority of customers surveyed eat at food trucks at least once a week and selected the specific lonchera for the taste of the food. Although healthy options were available, customers tended to favor their “usual” or came to the lonchera with a specific purchase already in mind.  Over 90% of the customers surveyed thought the “My Plate” meals “look tasty” but nearly 90% said the same meals looked “too healthy.”

DISCUSSION – Despite general favorable reviews of the healthier, balanced meals, lonchera customer preferences seem to be largely predetermined and shaped by habit.  Influencing or changing these habits will be critical to encouraging healthier choices and improving overall health outcomes.