Focus on Your Food Truck’s Capabilities

Focus on Your Food Truck’s Capabilities

tip of the dayInstead of looking for winning strategies outside of your food truck’s walls, outperform your competitors (restaurants and other food trucks) by leveraging what you do best. Use your mobile food company’s capabilities — the staff, knowledge, systems, tools, and processes that create value for customers — as the foundation of competitive advantage. Here are three ways to make your capabilities work:

  • Put capabilities first. Don’t decide on a strategic direction and then wonder what you need to get there. Look at your core strengths and let those drive your strategy.
  • Identify differentiating capabilities. Figure out what your food truck does uniquely well, what your customers value, and what your competitors can’t emulate.
  • Focus on capabilities, not just fixed assets. Fixed assets tend to expire or become obsolete. Capabilities help keep you agile because they can be applied to changing circumstances.


Richard is an architect by degree (Lawrence Technological University, Southfield, Michigan) who began his career in real estate development and architectural planning. In September of 2010 he created Mobile Cuisine Magazine to fill an information void he found when he began researching how to start a mobile hotdog cart in Chicago. Richard found that there was no central repository of mobile street food information anywhere on the internet, and with that, the idea for MCM was born.


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