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Fork on the Road
Transcript of Fork on the Road
Fork on the Road
Marketing and the
Fork on the Road
Fork on the Road
Fork on the Road is the newest festival to hit the city of Adelaide. It is a “celebration of Adelaide’s growing food truck culture” (Splash Adelaide. 2012), which brings together “food trucks, vans, bikes and stalls” (FOTR. Facebook Page. 2013) “all in one place at the one time, in the heart of the CBD” (Adelaide City Council. 2013). The events also offer live, local music. “Adelaide City Council opened the streets to food trucks as part of the Splash Adelaide program” (Wilkinson. 2013), a joint campaign by the State Government and Adelaide City Council that works closely with local businesses with the aim of bringing Adelaide’s “city streets and laneways to life” (Adelaide City Council. 2012). The idea for the festival was developed and executed by event manager Joe Noone, who wanted to bring the concepts of the street food phenomenon he had seen in Los Angeles and New York back to Adelaide. The aim of Fork on the Road is to raise “community exposure to [this] food movement and [give the public] a chance to support local, independent small business[es]” (Splash Adelaide. 2012). The inaugural festival in November, 2012 was a “huge success” (Walsh. 2012), and there have since been another six festivals, held in different locations within the CBD.
A stakeholder is “any individual or group with an interest in the decisions made by a company”. The effective collaboration of stakeholders ultimately ensures the success of an event.
Key stakeholders of the Fork on the Road festival include:
- Adelaide City Council
- Splash Adelaide
- Participating mobile vendors
- Local contributing businesses
- Festival staff
- Local produce suppliers
- Live music performers
- Festival attendees
The slides to the right give a detailed list of the different stakeholders of Fork in the Road.
Adelaide Delivery Service
Americas Top Dog
Archie the Pastizzi Bus
Bodri's Bakery & Café
Curry on Wheels
GAN Taiwanese Chicken Nuggets
Golden Creamy Puff
Little Seeds Organic Coffee
Los Pinchos Locos
Low & Slow American BBQ
Ottacia Pty Ltd/Aroma Café
Pa Ma's Gourmet Hotdogs
Phat Buddha Rolls
Red Hot Chilli Spuds
Street Food Sicily
The Little Cake Tin
The Satay Hut
Vietnamese Food on the Run
Participating Food Trucks
Melody of Mars
Strange New Folk
50 in the City
The Deer Johns
Oi You Adelaide Urban Art
Bowden, Renewal SA
Adelaide Food and Wine
Adelaide City Council
Local produce suppliers
The map shows the CBD of Adelaide, and pinpoints the different location of all previous events.
The advantage of moving the location each time the festival is held, is that each event can reach a new audience Also, it ensures that each event is different from the last, which keeps the atmosphere fresh, and means the festival can offer new and interesting experiences each time.
Critical Success Factors
As the popularity of the event increases, Fork on the Road has many options for growth and development in the future.
Fork on the Road may look to:
- Move to new locations throughout the CBD to reach
- Add special events to the festival to increase tourism
- Introduce a section of the festival dedicated to market
- Create events that appeal to children and families,
Future Direction of Fork on the Road
Sustainability “centers on a balance of society, economy and environment for current and future health” (NC State University. n.d.). Adopting responsible resource management strategies “in all three areas ensures that future generations will have the resources they need to survive and thrive” (NC State University. n.d.).
Fork on the Road should aim to support the ecological and economic growth of Adelaide. The event must consider the effects it has on the surrounding environment, the community and the local economy. Sustainable practices that may be adopted by Fork on the Road include:
- Buying produce and materials from local suppliers
- Reducing excess waste
- Having vendors cut down on the amount of food packaging used
- Consideration of the effect mobile vehicles may have on the land
Adopting sustainable practices such as these promotes an image of social responsibility for the event, and ensures that minimal harm can come to the local community, environment and economy as a result of the festival.
The Fork on the Road festival has a significant impact on the surrounding community, in both positive and negative ways. Some of the positive effects of the festival include:
- Increasing awareness of the new and unique gastronomic
- Generating gastronomic tourism within the city, as “more people
- Increased employment opportunities.
- Increased use of local produce.
- Encouraging the community to have a positive outlook on the new
Some of the negative effects include:
- Traffic congestion due to road closures to allow for the festival to
- The environmental impact of excess waste and the use of
- Decrease in revenue for surrounding businesses.
spending more time in the city is good for city activation and businesses”. (Adelaide City Council. 2012).
and interesting things Adelaide has to offer.
Use of Special Events
The use of special events is essential to gain interest from parties that would not otherwise attend Fork on the Road. In order to continue offering new and exciting experiences, Fork on the Road began holding the festival in conjunction with other events, such as The Adelaide Food and Wine Festival, Oi You Urban Art Festival and Walk Together.
Challenges and Opportunities
Challenges faced by Fork on the Road include:
- Varying weather patterns, as rain will be a
- Maintaining occupational health and safety
- Monitoring of intoxicated attendees.
Opportunities for the festival include:
- Employment opportunities for locals,
- Opportunities for entrepreneurs of the
- The potential to develop into a large-scale,
Marketing and the Target Market
Fork on the Road is a family-friendly event aimed toward anyone from the public interested in a unique gastronomic experience. The festival appeals to people’s sense of community, so keeping a wide target market is essential to support this notion.
Fork on the Road reaches their various target markets through several forms of marketing. The most predominantly used marketing tool is social media, which allows the festival promoters to interact directly with the
public. Free networks such as Facebook and Twitter allow businesses to advertise to a wide range of potential attendees for free, and keep them up to date on the whereabouts and accessibility of each new festival location. Advertising through social media requires minimal effort, as the vast majority of advertising is done by the public themselves, who share information and their own personal experiences with their friends through ‘tweets’, ‘status updates’, ‘check-in’s at a location, ‘hashtags’, and the posting of photographs.
Other forms of marketing used by Fork on the Road include:
- Splash Adelaide's website
- Posters around the CBD for pedestrians to see as they commute through the city
As the festival relies on the participation of mobile vendors, stakeholder involvement is crucial for the success of Fork on the Road. Having enthusiastic and involved stakeholders is what has created the friendly, community-oriented atmosphere within the festival. As Fork on the Road’s primary use of marketing has been through social media, and the festival has attracted so many members of the community, it is safe to say that this has been an essential component for success. The Fork on the Road Facebook page (2013) has almost 7,000 followers, and 325 people tagging the page in their own personal content.
And finally, the festival’s success can be attributed to its alternative style, which has been considered as “almost like dining in New York” (Walsh. 2012), something the town has not seen before. Offering consumers “a delicious new type of market arrangement” (Splash Adelaide. 2012), paired with effective marketing techniques has proven to be successful in gaining a following.
offerings within the city of Adelaide.
major determent in tourism
well-known Adelaide event.
new markets and further generate gastronomic tourism.
in other target markets.
stalls from Adelaide businesses selling South Australian products, in order promote local economic growth.
such as an environmental care-themed festival, where children are able to plant trees or flowers.