This work aims to understand how is the concept of food truck (a new type of enterprise in the food industry) been implemented in Rio de Janeiro s market. This work will consider both market deployment strategies at the individual level, analyzing the courses of action of each entrepreneur to make this sector and its enterprise better-known, as well as joint strategies, organized in the form of associations, events and partnerships. For research and analysis of the strategies at both levels ( individual and group), a data collection will be done through a quantitative research, as a way to find out if the strategies adopted are achieving their goal, which would be to cause the target consumer to become aware of this new segment of the food gastronomic market .