The figures on this page come from several evidence types rather than a single controlled study with one methodology.
They were compiled by AuthoritySpecialist from keyword research data (including Google's own planning data), observations from managed food truck and mobile-vendor campaigns, and published third-party hospitality or local-search research where methodology is documented. Each claim below names the evidence type it rests on, so campaign observations are never mistaken for industry studies.
The sample context also varies substantially. A city with 200 mobile vendors generates different search patterns than a mid-size town with 15, which is why market density can change what a query pattern means. Ranges are used instead of single figures for the same reason.
Cuisine mix, event calendars, operator history, profile completeness, and website quality can all change observed search behavior. The page therefore separates observations from conclusions instead of treating any one pattern as causal.
Campaign observations are stated without false precision: a statistic such as '74% of customers' implies a controlled study, so campaign patterns are described as consistent tendencies rather than exact shares. In the managed campaigns, location-based queries consistently outperform branded queries for new customer acquisition.
How to apply them: use these benchmarks to understand the shape of the opportunity, then test them in your own Google Business Profile, Search Console, analytics, order, call, direction, and inquiry data. Where your local evidence differs, the operator-specific evidence is the better guide.
How Search and Social Data Should Be Compared
Search and social should be evaluated against the job each channel performs. Search can capture existing intent, while social can support awareness, updates, repeat engagement, and community reach.
For a food truck, useful comparison metrics include first-time visits, branded versus non-branded discovery, repeat engagement, location-page interactions, catering inquiries, and customer actions that can be attributed reliably.
In the managed campaigns, operators who invest in both channels tend to see social media reinforce and amplify search-driven discovery rather than replace it: a customer who finds the truck on Maps, has a great experience, then follows it on Instagram becomes a recurring visitor. That loop describes one journey, not a measured funnel that every customer follows.
Avoid using follower count, search impressions, or profile views as interchangeable measures of business performance. Each metric answers a different question.
Where attribution is incomplete, state the limitation. Walk-up customers, offline word of mouth, event exposure, and cross-device behavior can all create gaps between digital reporting and real customer acquisition.