Abstract
The food service industry has experienced a remarkable shift due to the emergence of food cart businesses, outpacing the growth rates of traditional restaurants. Recent data reveals a significant 7.9% annual growth in the food cart industry, in contrast to the more modest 2% expansion in the overall food establishment industry. The multifaceted nature of food cart businesses is highlighted in existing literature, showcasing their mobility, lower overhead costs, and unique selling strategies that defy traditional market norms. The distinctiveness of these products adds to their appeal and financial success, establishing a clear presence in the market. The influence of food carts reaches far and wide, affecting areas such as increased competition, changing consumer tastes, and transforming market dynamics. Grasping the significance of these implications is of utmost importance, leading traditional local markets to reassess their strategies, develop innovative offerings, and improve their marketing approaches to stay competitive. This study seeks to thoroughly investigate the effects of food carts on traditional food establishments in specific municipalities of Quezon Province. A sample size of 35 customers and 15 food establishment owners was selected using purposive sampling. Data collection was done using questionnaires. The result shows that food cart enterprises negatively impact the number of customers and price changes but positively impact the food quality of traditional food establishments. Findings also show that customers prefer food carts to food establishments in terms of affordability and accessibility but not food quality.
