Gaining a competitive advantage in hospitality

To expand a business and gain competitive advantage, it is necessary for every organisation to implement new strategies that help the company to grow and survive for a long period. The number of restaurants and other food outlets are increasing. This will directly influence the growth of individual businesses. The selected organisation offer dine-in, takeaway, and catering services to the community. The purpose of this research is to identify current strategies of competitors and to examine potential capabilities and resources of the organisation to gain strong competitive advantage in the market. To complete this study, mixed methods have been used to gain deeper understanding of the community. The results show that more than 80% of customers are satisfied with the quality of food and become regular users of services by the business. In the qualitative research, the manager and staff provided information about their capabilities and resources that are different from those of their competitors. To conclude, the restaurant should use more pricing strategies and combo deals to attract more customers. They could also use more sources to communicate with the community to attract new customers and promote a loyalty programme to gain competitive advantage