IDENTIFYING THE CHALLENGES FOOD TRUCK BUSINESSES IN BANGI, SELANGOR

The food truck industry in Malaysia has experienced substantial growth, emerging as a significant alternative to traditional brick-and-mortar restaurants. Its increasing popularity as a dining option is attributed to the nation's vibrant culinary landscape, diverse populace, and ongoing urbanization. Despite their mobile nature, food truck entrepreneurs in Malaysia share the objective of delivering optimal customer service and experiences, akin to established restaurant businesses. However, achieving financial sustainability in this contemporary market presents considerable challenges due to heightened competition within the food truck sector. This study aims to identify the salient challenges encountered by food truck business entrepreneurs operating in Bangi, Selangor, and to explore the strategies they employ to mitigate these obstacles. Employing a qualitative research methodology, in-depth interviews were conducted with food truck business owners in Bangi to garner rich insights into the difficulties they face. The findings reveal that adverse weather conditions, particularly heavy rainfall prevalent in Bangi, significantly impede operations and customer acquisition. In response to these challenges, entrepreneurs primarily focused on enhancing customer service and expanding delivery options, emphasizing customer needs and leveraging online platforms to reach patrons unable to visit their physical locations. The outcomes of this research contribute to a deeper understanding of the operational challenges faced by food truck entrepreneurs in Bangi, offering valuable insights for the industry and future academic inquiry.