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Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES The beginning of the 21st century witnessed a phenomenon triggered by technological advances and the massification of networked communication. This new context profoundly changed social practices, especially the consumption relationship between individuals and organizations. Already the food habit is one of the most traditional cultural factors of life in society, however, the advent of digital social media allowed one of the oldest commercial segments, street food, could be reformulated from new concepts of consumption and communication. The food truck, a business model that came to Brazil in early 2012, had its origins in the United States, a country that created and developed the format over the last two centuries and linked food consumption to communication through social networks. This trend reached Aracaju, the capital of Sergipe, at the end of 2014, which also started using digital platforms to dialogue with its consumers. In view of this contemporary phenomenon, the present study decided to analyze the role of Instagram as a communication tool between Aracaju/SE food trucks and their consumers. The research, which had three phases, began its investigation with a survey of scientific references on the subject and a documentary immersion that made possible the construction of the theoretical reference. In the methodological perspective, a qualitative exploratory approach was adopted, using as instruments for data collection the direct observation of the segment in the physical and virtual environment, and semi-structured interviews with the owners of three food trucks of Aracaju. During the investigation, it was necessary to triangulate methods between the quantitative and qualitative approach, aiming at the full interpretation of the information collected (DENZIN and LINCOLN, 2006). Then, a content analysis was carried out, based on Bardin (2016), regarding the publications published in the Instagram of the three food trucks of Aracaju between July 18, 2017 and July 18, 2018. Finally, it was structured, with Jensen and Jankowski (1993), a triangulation of the data and information collected at each stage of the research. This triangulation allowed the understanding of the work regarding the fundamental importance that the Instagram exerts in the communication between the food trucks of Aracaju and their clients. In addition, it was possible to map the profile of entrepreneurs in this segment and to record all food trucks that operated between 2017 and 2018 in the Sergipe capital. Finally, it was concluded, through digital content, that food trucks have been carrying out communication strategies without due strategic planning. This entails actions inconsistent with the company's communication concept, as well as preventing a diversification capable of making the social bond of the public with institutions more efficient. Nevertheless, the characteristics of Instagram allowed the communication practiced to trigger significant interactions between food trucks and their consumers. O início do século XXI presenciou um fenômeno desencadeado pelos avanços tecnológicos e pela massificação da comunicação em rede. Esse novo contexto modificou profundamente as práticas sociais, em especial, a relação de consumo entre os indivíduos e as organizações. Já o hábito alimentar consiste num dos fatores culturais mais tradicionais da vida em sociedade, todavia, o advento das mídias sociais digitais permitiu que um dos mais antigos segmentos comerciais, a alimentação de rua, pudesse ser reformulado a partir de novos conceitos de consumo e da comunicação. O food truck, modelo de negócio que aportou no Brasil no início de 2012, teve sua origem nos EUA, país que criou e desenvolveu o formato ao longo dos dois últimos séculos e uniu o consumo de alimentos à comunicação realizada por meio das redes sociais. Essa tendência chegou a Aracaju, capital sergipana, no final do ano de 2014, que também passou a utilizar as plataformas digitais para dialogar com seus consumidores. Diante desse fenômeno contemporâneo, o presente estudo decidiu analisar o papel do Instagram como ferramenta de comunicação entre os food trucks de Aracaju/SE e seus consumidores. A pesquisa, que contou com três fases, iniciou suas investigações com um levantamento de referências científicas sobre o tema e uma imersão documental que possibilitou a construção do referencial teórico. Na perspectiva metodológica, foi adotada uma abordagem exploratória qualitativa, utilizando como instrumentos para coleta de dados a observação direta do segmento no ambiente físico e virtual, e entrevistas semiestruturadas com os proprietários de três food trucks aracajuanos. No decorrer da investigação, fez-se necessária a triangulação de métodos entre a abordagem quantitativa e qualitativa objetivando a plena interpretação das informações colhidas (DENZIN; LINCOLN, 2006). Em seguida, foi realizada uma análise de conteúdo, com base em Bardin (2016), no tocante às publicações divulgadas no Instagram dos três food trucks aracajuanos entre 18 de julho de 2017 e 18 de julho de 2018. Por fim, foi estruturada, com fundamento em Jensen e Jankowski (1993), uma triangulação dos dados e informações coletadas em cada etapa da pesquisa. Essa triangulação permitiu a compreensão da obra no que tange a fundamental importância que o Instagram exerce na comunicação entre os food trucks aracajuanos e seus clientes. Além disso, foi possível o mapeamento do perfil dos empreendedores desse segmento e o registro de todos os food trucks que atuaram entre 2017 e 2018 na capital sergipana. Por fim, concluiu-se, através do conteúdo digital, que os food trucks vêm executando estratégias comunicacionais sem o devido planejamento estratégico prévio. Isso acarreta em ações incoerentes com o conceito de comunicação da empresa, além de impedir uma diversificação capaz de tornar mais eficiente o laço social do público com as instituições. Ainda assim, as características do Instagram permitiram que a comunicação praticada desencadeasse interações significativas entre os food trucks e seus consumidores. São Cristóvão, SE

In times of economic downturn, entrepreneurship discourse returns to the forefront. In this context, in Brazil, there is a new economic and social phenomenon going on: street ventures as family firms. Once marginalized and normally related to informal work, now they perform activities in the market that allow them to offer higher quality products and to reach consumers with higher purchasing power. Aiming to better understand the phenomenon, this study explores the main aspects that characterize entrepreneurship, its motivations, knowledge and capacity for innovation. A participant observation was carried out analyzing the operation of 44 food trucks and in-depth interviews were conducted with 11 food trucks owners. Results indicate that, unlike the literature premise, the first entrant food trucks were Schumpeterian entrepreneurs. However, there was a dissemination of knowledge and they lost this condition. As a result, suggestions are presented to these entrepreneurs return to the Schumpeterian condition. This paper advances in theoretical knowledge by identifying that the Schumpeterian innovation of this street entrepreneurship is highly geographic-contextual. It possible can lead to a decrease in the risk of business failure in places in which knowledge is disseminated as innovation.