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Food trucks provide the perfect vehicle for senior living communities looking to increase brand awareness and improve the resident experience.
With a sense of celebration and a tang of the exotic, food trucks do more than sling tacos – they bring people together. Over the last few years, these compact purveyors of tasty treats have taken over parking lots and commandeered fairgrounds. Now senior living providers are getting in on the fun.
For communities looking to attract new prospects and enhance the resident experience, food trucks are an easy way to update dining options and lure prospects. That’s because dining rates high when it comes to assessing the resident experience.
As the introduction to the latest report from Senior Housing News on senior living dining trends explains, “Dining drives senior living businesses – there’s no question about it.”
Connecting the Community
For many senior living residents meals provide a critical link. In the dining hall, seniors interact with each other, staving off isolation and providing an antidote to loneliness. Holidays, special events – even just Sunday breakfast – all offer the opportunity to foster a sense of community.
As a 2010 report from Unidine reiterates, “Senior dining programs facilitate social interaction, support medical care as well as health and wellness objectives and provide a critical link to the lives and communities of residents.”
Expanding Experiences
Because of senior’s unique nutritional needs, meal planning at most communities is complex. Everything from ingredients to taste to medication side effects must be taken into consideration. Dietary restrictions and weight management are equally important. With so much micromanagement, there’s little room for spontaneity. Adding food trucks to the rotation allows communities to provide a little variety while still keeping a close eye on the menu.
“I see no reason why food trucks wouldn’t welcome catering any opportunity, including senior living,” Gabriel Wiesen, founder of Beavers Donuts in Chicago, tells Senior Housing News. “I definitely think it would work. It’s cost-effective; it provides good food; and it can be tailored to different palates and food allergies [if needed].”
Building a Brand
In 2015, food trucks generated over $1.2 billion in revenue, capping a 12.4% growth rate over the last five years. While progress in within the healthcare and senior living industry remains smalls (only 4% of hospitals report using food trucks according to the FoodService Director’s 2016 Healthcare Census), many senior living providers are beginning to embrace the idea. From fundraisers to open house events, food trucks add a sense of fun and familiarity.
In addition, using food trucks as part of an overall marketing campaign can help senior living providers promote a different take on the senior living experience. Food trucks not only help increase brand awareness, they also foster a sense of fun and familiarity.
As William Swearingen, vice president of sales and marketing for Frontier, recently told Senior Housing News, “It’s about dispelling the myth—creating a place you’re not fearful to come to.”
Ultimately, food trucks can help senior living providers add value and stay ahead of the wants and needs of current and future residents.
“Food needs to be at the forefront of all initiatives in senior living because it’s something people care about every day,” says Tonya Hendricks, district manager with Unidine. “As food trends change, we either need to be ahead of them or change with them.”
