Disruptive Technology in Practice

When I created my example Disruptive Technology (see link ) and based it on fast food and takeaways, I did no research into ‘food trucks’ which have become successful in the US...

When I created my example Disruptive Technology (see link ) and based it on fast food and takeaways, I did no research into ‘food trucks’ which have become successful in the US over the last 5 years.  However, after a tip off from Mick (thanks), I listened to the food program on BBC Radio 4 (Food_Programme_Los_Angeles_Street_Food/) about what has been happening in the US with the food truck movement.

This really gives a great example of how difficult economic times can naturally create disruption by forcing people to find low running and entry cost opportunities.  People can no longer afford to set up there own restaurant, instead they are buying a food van and becoming a mobile restaurant.  In places such as L.A. this has become very popular, obviously the good weather and high population help to drive demand for food trucks.

In L.A. competition has grown which keeps the prices down and quality up, also the government has introduced legislation to regulate the food truck, to again increase the quality of the food served.

Food innovation is also being driven as each food truck wants to differentiate its products, allowing food types from all around the world to be combined to offer unique food.

I had suggested adding home delivers to differentiate the offering, however, the emergent unique offering seems to be both around the actual food itself and by introducing twitter and social networking to advertise the special of the day or where the van will be located.

The food trucks now appear in the good food guides and some even have alcohol licences.  see food truck history infographic

So Disruptive Technology can be both Planned and Emergent just like other types of strategy generation.  Planned Disruptive Technology can use the Blue Ocean Strategy tools as in my example to come up with these ideas. However, Emergent Disruptive Strategies are created out of necessity in times of adversity and the successful ones quickly survive based on Darwinian principals.  The US Food Truck seems to be one of these winning strategies that has emerged since the recession.

 

 

 

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