Restaurants serve meals, but food halls and truck parks build followings. When people visit, it’s about the experience and discovery. It’s the excitement of texting a friend, “You’ve got to try this place.” More than half of Americans say dining out is an essential part of their lifestyle, and they’re increasingly drawn to the kinds of places that are as fun to explore as they are to eat.
Take food halls, for example. Since New York City’s Gotham West Market helped usher in the modern food hall movement in 2013, the concept has exploded, with more than 500 food halls now operating across the U.S. Most house about nine vendors under one roof, giving people the freedom to mix and match and discover something different every visit. The growing appetite isn’t slowing down: The global food hall market reached more than $62 billion in 2025 and is projected to exceed $98 billion by 2034.
The food hall boom isn’t limited to downtown areas, either. Food halls are increasingly popping up in the suburbs, where families are drawn to open gathering spaces and menus that offer something for everyone. For operators, food halls are more than a place to serve great food – they’re a chance to build a brand people want to come back to.
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Then there are food trucks – the original pop-up experience. Sure, the drive-thru is faster. But it can’t match the thrill of stumbling across a favorite truck parked outside a brewery or festival. With more than 48,000 food trucks rolling across the U.S., these mobile kitchens have built dedicated fans. In fact, 60% of food truck patrons say they’ll return after a great experience.
And those experiences happen everywhere. Nearly half of customers discover food trucks at festivals (47%), while others find them in business districts (34%) and on college campuses (19%). A typical food truck visit costs less than $13, making it accessible enough for many to enjoy on repeat.
Bring several food trucks together and you have a food truck park – a food hall’s outdoor cousin. With communal tables and maybe some lawn games and live music, these destinations give people plenty of reasons to linger after a meal. Portland, Oregon, leads the nation in food truck parks, followed by Austin, Texas, and Los Angeles.
Whether someone is sampling their way around a food hall or pulling up a picnic table at a truck park, they’re hungry for an experience. Branded merchandise gives those experiences staying power, turning a great meal into a brand customers want to carry with them.
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The Food Court Reimagined
The old mall food court was all about convenience. Shoppers could grab a slice at Sbarro or sip an Orange Julius before hunting down the perfect pair of jeans. Today’s food halls are totally different. They’re designed for lingering rather than leaving. From chef-driven pop-ups to interactive dining experiences, they invite people to explore and stay awhile.
With 72% of diners craving more experiential dining, food halls can extend the experience with branded merch. From reusable utensils to cooler sleeves, the right merch turns a memorable visit into a lasting brand connection.
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A Fast Look At Today’s Food Trucks
- Percent of food truck owners age 50+: 50%
- Most common food type: Mexican
- Average annual revenue per food truck: $346,000
- Average number of full-time employees per truck: 1.8
- Percent of owners profitable within the first year: 60%
- Percent of owners operating more than one truck: 9%
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From Catering Clients To Brand Fans
Food trucks are no longer just a lunchtime stop. They’re becoming a go-to choice for everything from corporate gatherings to private events. More than half of corporate buyers (53%) say they plan to increase their catering budgets in the next year, and 80% order catering at least once a month. With merch, food trucks can do more than feed corporate crowds – they can create lasting connections that keep customers coming back.
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Rolling Out The Merch Wagon
Beyond foodie parks, many established food trucks participate in 12 or more events each month. From festivals and breweries to corporate gatherings, these events give operators a chance to use merch to turn one-time visitors into repeat fans. A customer may only see the truck once a month at a local brewery, but a hoodie or tumbler keeps it top of mind until the next event.
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Surprise! It’s Branded Merch
People love to be surprised. In fact, 1 in 5 diners say an element of surprise makes a meal more memorable. Food halls are perfectly positioned to deliver those unexpected moments, whether it’s a chef pop-up or a branded giveaway tucked alongside an order. An unexpected tote or reusable utensil set can add a little delight to an order and gain more visibility for the vendor.
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Campaign Collateral
Designed for meals on the go, the Perka Castellana Steel Straw and Utensil Set gives patrons everything they need to enjoy food truck fare anywhere. In addition to utensils, the set includes a cleaning brush and silicone tips for drinking.
Logomark / PPAI 110898, Platinum / logomark.com
When food trucks roll into festivals and concerts, the Draft Top Lift fits right in. This can opener quickly removes the top of nearly any canned beverage, creating a smooth opening that feels like sipping from a glass.
SnugZ USA / PPAI 112982, Platinum / snugzusa.com
Whether customers are sipping iced coffee or a fountain drink, the reusable Cooler Sleeve helps reduce condensation while providing a comfortable grip. It’s made in the USA from high-density, open-cell foam and features a black bias tape top for a polished look.
HPG / PPAI 110772, Platinum / hpgbrands.com
A food truck’s service window isn’t just for food – it can also be a retail counter. With branded merch like this Heavyweight Boxy T-Shirt, loyal fans can show their love for everything from loaded tacos to vegan donuts.
S&S / PPAI 256121, Platinum / ssactivewear.com
For food trucks serving frozen treats, the Freeze ’N Go Portable Ice Pack helps customers transport their smoothie bowls or other chilled favorites to enjoy back at the office. This reusable ice pack is compact and leak-resistant.
Ariel Premium Supply / PPAI 161650, Platinum / arielpremium.com
Cold weather calls for cozy merch that food truck patrons will actually want to wear. Embroidered with a food truck logo, this classic Pom-Pom Beanie turns every coffee run or farmer’s market stroll into a branding opportunity.
Headwear USA / PPAI 176791, Gold / headwear-usa.com
Whether it’s offered as a giveaway or sold at the service window, a classic tote like the Vale keeps a food truck’s brand on display as the customer goes about their errands. It’s designed with a mesh bottle pocket and an inside back pocket for storage.
Spector & Co. / PPAI 168328, Gold / spectorandco.com
A meal may last just a few minutes, but a special book like Cookie Monster’s Foodie Truck can be enjoyed over and over. Containing bright photos and colorful artwork on durable pages, it makes a fun addition to kids’ meals.
The Book Company / PPAI 218850, Standard-Base / thebookco.com
Sellers is a California-based freelance writer and former associate editor at PPAI.
