Date of Conferral

12-4-2025

Date of Award

December 2025

Degree

Doctor of Public Administration (D.P.A)

School

Management

Advisor

Matthew Knight

Abstract

Food trucks are popular choices for consumers seeking diverse cuisines and unique dining experiences, but running a successful food truck business presents significant challenges, including fluctuating customer preferences, regulatory hurdles, and intense competition. Addressing these obstacles is crucial for food truck owners to ensure the long-term viability of their enterprises. Grounded in contingency theory, the purpose of this qualitative pragmatic inquiry research project was to explore the strategies employed by food truck owners to overcome these challenges and foster sustainable growth. The participants were six business owners of Hawaiian food trucks who sustained their businesses for at least three years. Data collection included semistructured interviews, reviews of publicly available business documents, and analyses of business websites. Through thematic analysis, three themes were identified: marketing strategies, customer-retention practices, and pricing approaches. A key recommendation is for Hawaiian food truck owners to distinguish customers’ specific needs by providing personalized and individualized services. The implications for positive social change include the potential for Hawaiian food truck owners to minimize business closures, retain skilled employees, and strengthen local community support.

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