Gourmet Food Trucks and the Authenticity Recipe with Daphne Demetry

Season 2, Ep. 7

In the past decade, a new kind of consumer has arisen, a fusion of myriad tastes and eclectic wants, prone to mixing highbrow with lowbrow, and just a little obsessed with all things unique, crafted and authentic. This consumer has been dubbed the “cultural omnivore.” The rise of the cultural omnivore identity brought with it an increased consumer desire for authenticity in everything from fashion brands to restaurants. How to win the heart and wallet of the cultural omnivore? Look no further than gourmet food trucks, which hit a sought-after balance of DIY spirit, twists on tradition and pop-up intrigue.

Speaking to Delve's Robyn Fadden, McGill University Desautels Faculty of Management Professor Daphne Demetry discusses the gourmet food truck trend that took off in 2008 and shows no sign of slowing down. An entrepreneurship experience high in creativity, culture, and community and low in risk (and possibly revenue), gourmet food trucks illuminate how authenticity and associated identities are constructed by both business owners and consumers alike. This drive for authenticity sparks broader questions about personal and collective identity creation in urban entrepreneurship and beyond.

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