A food truck is a large motorized vehicle (such as a van) or trailer, equipped to cook, prepare, serve, and/or sell food. Sandwiches, hamburgers, french fries, and other regional fast food fare is common. In recent years, associated with the pop-up restaurant phenomenon, food trucks offering gourmet cuisine and a variety of specialties and ethnic menus have become particularly popular. Food trucks, along with portable food booths and food carts, are on the front line of the street food industry that serves an estimated 2.5 billion people every day. Part of what attracts new and returning customers is trust. Food trucks need to build trust that their facilities are well-run and sanitary, in addition to producing mouth-watering food. Once of the most effective ways to communicate professionalism is through brand identity.