This is genuine comfort food, rather than processed food or food that is so decadent most customers will not want to eat it more than once of twice. Who are your competitors?

The primary competitors are other dessert trucks, such as the Treats Truck, Dessert Truck and Sweet Streets. Established NYC bakeries such as Magnolia and Crumbs also have a loyal following which could rival La Duree ("Checking out the marcarella and yoko at the Street Sweets truck," Midtown Lunch, 2009). The Bouchon Bakery is a French bakery famous for its macaroons, as is the Macron Cafe.

How can you stand out from the crowd?

Marketing macaroons as the 'genuine article' from a recipe specific to Paris will be a cornerstone of the marketing. Said David Lebovitz, who lives in France: "I'm also a firm believer in cultural divides; there are some foods from other cultures are best left to their home turf. I've never had a great Madeleine in America and if you've ever had a 'croissan-wich' in the U.S., you know what I mean." By using a French approach, La Duree will offer a true French pastry, in terms of quality, selection, and above all freshness. The food truck will be like the corner French bakery -- ideally, located in Soho, an area which draws a great deal of foot traffic from young, trendy, food and fashion-conscious consumers, spanning everyone from young designers on a lunch break to teens doing afterschool window-shopping.

Given that La Duree's image in France is one of elegance and refinement; this must be carried over into its American incarnation. No ketchup macaroons or 'strange' flavors: instead, all offerings should be true to the spirit of the original store (Lebovitz 2009). La Duree promises that all its macaroons are made every day according to a traditional formula: "The pastry chefs measure out very precisely...

Once cooked and filled, the macaroons are put to one side for two days before going on sale, the time it takes to achieve a perfect balance between texture and flavor." Quality and authenticity as well as delicacy of presentation are what will distinguish the product. Every macaroon will be served with the unique designs and logos of the original French pastry shop, and these are famous in their own right, as many customers will also buy the La Duree products such as paper napkins and plates, as well as sweets from the store ("The story of the macaroon," La Duree, 2011).
Works Cited

Bouchon Bakery. Official Website. [April 16, 2011].

http://www.bouchonbakery.com/showSelections.php?id=20

"Checking out the marcarella and yoko at the Street Sweets truck." Midtown Lunch.

November 2, 2009. [April 16, 2011].

http://midtownlunch.com/2009/11/02/checking-out-the-macarella-and-yoko-at-the-street-sweets-truck/

Lebovitz, David. "French Chocolate Macaroon recipe." David Lebovitz. October 26, 2005.

[April 16, 2011]. http://www.davidlebovitz.com/2005/10/french-chocolat/

Lebovitz, David. "Pierre Hermes Ketchup Macaroons." David Lebovitz. February 19, 2009.

[April 16, 2011]. http://www.davidlebovitz.com/2009/02/ketchup-cookies/

Macaron Cafe. Official Website. [April 16, 2011].

http://macaroncafe.com/http://macaroncafe.com/

Momofuku Milk Bar. Official Website. [April 16, 2011].

http://www.momofuku.com/restaurants/milk-bar/

"The story of the macaroon." La Duree. [April 16, 2011].

http://www.laduree.fr/en/histoire/macaron