Food trucks and small brick and mortar restaurants: gastronomic collective. Key factors for an emerging customer profile

The problem consists in the lack of knowledge of the factors by which the local residents choose a gastronomic collective in Tijuana, Mexico. The information was obtained by applying an exit pool survey to a selected sample of 450 local residents in the city. Seventeen items were included in the exploratory factor analysis. The results show five key factors influencing the decision: Swiftness-Variety, Quality of Food, Service Personnel, Establishment-Price and Washrooms. The combination of factors distinguish regular food trucks from the service in a gastronomic collectives, the characteristics of the establishment or the place where the gather makes possible to offer a better service with personnel, a common area where customers can seat at the tables and use washrooms as in a establish restaurant, with the same variety and quality food but with faire prices. Keywords: gastronomic collective, customer profile, food trucks