Factors Contributing to Competitive Advantage: A Study of Homegrown Restaurant Businesses in General Santos City

This study examined factors contributing to the competitive advantage of homegrown restaurants in General Santos City, focusing on the relationship between business strategy implementation and performance. Using a quantitative design, data were collected from 106 restaurant owners and managers through a structured questionnaire assessing restaurant profile, business strategies (operational cost leadership, differentiation, niche market focus), and competitive advantage (customer retention and brand reputation). Data were analyzed using descriptive statistics, Spearman’s rho correlation, and non-parametric tests. Results show most restaurants are city-based, operate as sole proprietorships, employ 1–5 staff, and have 6–10 years of operation. Differentiation was the most implemented strategy, while niche focus was lowest. Competitive advantage was very high, led by brand reputation. A weak but significant positive correlation (ρ = 0.262, p = 0.007) indicates strategy implementation contributes modestly to performance. Strategy implementation differed significantly only by years in operation, emphasizing experience. The study recommends focusing on experience-based learning, niche targeting, service quality, and innovation to enhance competitive advantage.

Homegrown restaurants, Competitive advantage, Business strategy implementation, General Santos City

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