Food trucks are not a new idea but the significant growth in the variety of foods served and the number of trucks operating means this retail option is becoming more important. The growth of this segment can be explained by McNair’s (1958) wheel of retailing theory which indicates that growth in retailing happens when new types of retailers with low startup costs, low capital and low prices enter the market – exactly what is occurring with food trucks entering the mature food retailing market. There has been limited academic research regarding the food truck industry. To better understand this retail segment and the factors influencing it, we conducted in-depth discussions with nine food truck owner/operators in the Midwest and Gulf Coast regions of the United States. The discussions with the food truck owner/operators indicated three critical areas: marketing, growth strategy, and legal issues. Technology was found to be vital to this retail segment with social media being used to promote the business and many vendors mentioned that apps like Square (which enables credit card payments) help them get additional sales when customers lack cash. These apps also helped the owner/operators manage some of the legal/regulatory issues associated with operating within different municipalities. Our in-depth discussions with the nine food truck vendors provided insight into the food truck business and helped refine our understanding of critical concerns of this growing industry.