bsbres401

2015

Healthy Thai Food Truck

RESEARCH PROPOSAL FOR THE HEALTHY THAI FOOD TRUCK
CERTIFICATE IV BUSINESS AT ACADEMIA INTERNATIONAL
ON-UMA NIMITTRAKOOLCHAI

HEALTHY THAI FOOD TRUCK | 10 lyons Avenue, Burnside Heights, VIC 3023

Declaration

By submitting this research report electronically, I, On-uma Nimittrakoolchai, declare that the
entirety of the work contained therein is my own, original work, that I am the owner of the
copyright thereof (unless to the extent explicitly otherwise stated) and that I have not previously
in its entirety or in part submitted it for obtaining any qualification.

Acknowledgements

I wish to thank the owner of Feeling Thai Cuisine restaurant for allowing me access to their
customers and database.
I also wish to thank my supervisor, Mary Schloetzer for the academic support and assistance
throughout the writing of the report.
Finally, I wish to thank my family and friends for their unending love and encouragement
throughout this process.

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Contents

Declaration.................................................................................................................................................... 1
Acknowledgements....................................................................................................................................... 1
INTRODUCTION AND STATEMENT OF PROBLEM ............................................................................ 3
RESEARCH OBJECTIVE ........................................................................................................................... 3
RESEARCH DESIGN AND METHODOLOGY ........................................................................................ 4
DATA ANALYSIS....................................................................................................................................... 5
INTERPRETATION OF RESULTS .......................................................................................................... 15
CONCLUSIONS AND RECOMMENDATIONS ..................................................................................... 16
REFERENCES ........................................................................................................................................... 16
APPENDIX A: QUESTIONNAIRE SAMPLES........................................................................................ 16
APPENDIX B: SECONDARY RESEARCH SAMPLES.......................................................................... 16
APPENDIX C: POWER POINT PRESENTATION.................................................................................. 16
APPENDIX D: IBIS REPORT ................................................................................................................... 16

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INTRODUCTION AND STATEMENT OF PROBLEM
Food trucks have been a staple in other international cities such as New York, Los

Angeles and London for years. Spreading to Melbourne and Sydney in the past few years, the
trend is expected to continue over the next five years. Food trucks serve food in convenient
locations such as at the beach or near major events, and operate late at night. Benefits for
operators include lower rental expenses and greater freedom to experiment with food offerings.
Food truck operators are expected to tap into other food trends by using locally sourced, seasonal
ingredients; offering eclectic, international menus; and focusing on premium quality, healthy
food. Food truck operators are also expected to expand their use of social media and tracking
websites to spread news of their locations and create hype. This is an opportunity for Thai food
operator to give convenience for customer with serving Thai foods which consist of healthy and
fresh ingredients by food tuck. However, in the past, there is not enough information about factor
such as the accurate target audience, price of food, location, and favorite Thai food menu for
Thai Food Truck business. Therefore, in this survey, all of these factors for Thai Food Truck will
be evaluated from 20 people and then analyzed by using Survey Monkey program.

RESEARCH OBJECTIVE
The objective of this research is to evaluate the accurate target audience, price of food,

appropriate location, and favorite Thai food menu for Healthy Thai Food Truck.

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RESEARCH DESIGN AND METHODOLOGY
The survey for Healthy Thai Food Truck is based on both primary and secondary

research. The survey monkey as primary research was used to create 10 questions and analyse
the survey result. The secondary data came from IBIS report.
RESEARCH INSTRUMENTS: Survey using Survey Monkey
SAMPLING: T= 20 Male and females
DATA COLLECTION: Survey and independent research

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DATA ANALYSIS
The survey on Healthy Thai Food truck was conducted on September 1-6. A total of 20

people answered 10 questions about buying habits.
Q 1: People who did the survey are female of 13 and male of 7.

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Q 2: The majority of survey group’s age was 25-34 year old.
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Q 3: Fifty percent of those surveyed have Thai food 2 times per month and thirty percent of those
have Thai food more than 6 times per month.

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Q 4: A clear majority, about 90% of the survey group, said they preferred eating Thai food in
traditional taste.

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Q 5: A significant number surveyed, 45%, said they would like to have Thai food by eating at
Thai restaurant and 35% said they prefer to take away. Just only 15% of respondents said that
they want to buy from Thai food truck.

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Q 6: A majority of people, more than half, said they prefer ordering Thai food from Thai food
truck at their lunch meal on business day and weekend. At least half of survey group said they
prefer to use Thai food truck service at their lunch and dinner on holiday.

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Q 7: There were a number of similar responses to this question. About a quarter of the
respondents would like to see Thai Food Truck near their house, near park and in the city.

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Q 8: The majority of people, more than half, said the price of Thai food was not more expensive
than other Asian food.

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Q 9: A nearly half of people responded that the price of Thai food truck that was suitable for
them was 10-15 AUS dollars.

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Q 10: The surveyed group said that Thai food menu that they prefer to order from the most to the
less favorite menu was Fried rice, Entrée, Curry, Tom Yum Kung and Massamun, respectively.

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INTERPRETATION OF RESULTS
The surveyed result indicated that Thai food truck operators should maintain Thai food

taste traditionally and sell Thai food about 10-15 AUS dollars. In addition, the suitable time for
selling Thai food is lunch on everyday and dinner on holiday, and the appropriate location for
Thai food truck is near customer’s house, near park and in the city. Therefore, to let the customer
know about the correct selling time and position, Thai food truck operators should announce
news and location of food truck through social media for real time position in order that
customers can enjoy and get new experience from Thai food truck in the right time and place.
Finally, the favourite Thai food menu for Thai food truck is fried rice, so Thai food truck
operator should make this menu and let it to the top menu.

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