• SEPTEMBER 2026 • 79 Merch On The Menu | Must Read 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. 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. 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 chefdriven 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. 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% From Catering Clients To Brand Fans Food trucks are no longer just a lunchtime stop. They’re becoming a goto 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. 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. 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. With 72% of diners craving more experiential dining, food halls can extend the experience with branded merch. Average annual revenue per food truck: $346,000 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. Beyond foodie parks, many established food trucks participate in 12 or more events each month. 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.
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