Exploring key factors influencing food truck businesses success: a case of the UAE

Purpose: This study aims to examine success factors for food truck businesses in the United Arab Emirates (UAE), focusing on customer convenience, government support, cultural infrastructure and location decisions. Given the unique cultural and economic context of the UAE, this research aims to fill a notable gap in the existing literature. Design/methodology/approach: Using SmartPLS and partial least squares structural equation modeling, data from 250 food truck owners are analyzed to identify significant relationships between success factors and business performance. Findings: The findings reveal significant relationships (p < 0.05) between success factors and the performance of food truck businesses. Customer convenience indirectly affects success through location suitability. Additionally, cultural infrastructure, government support and strategic location decisions have a direct impact on business performance. However, some indirect effects, such as customer convenience through location selection, were found to be statistically insignificant (p = 0.061). Practical implications: The study offers practical guidance for policymakers and entrepreneurs, highlighting the importance of strategic location selection, cultural infrastructure and customer convenience for business success. Establishing designated food truck zones based on suitability will ensure optimal operational environments, particularly in high-traffic tourist areas. Originality/value: This study contributes new insights into the food truck industry in the UAE, using advanced statistical techniques to identify specific success factors relevant to the region’s unique dynamics.