INVESTIGATING FACTORS IMPACTING ON RESTAURANTS’ COMPETITIVE POSITIONING: A STUDY OF 3 FOOD OUTLETS AT O.R. TAMBO INTERNATIONAL AIRPORT, JOHANNESBURG

Abstract

Competitive positioning has become an important facet of any 21st century contemporary organization that seeks to not only survival but be sustainable. There is fierce competition from the business environment both locally and globally and those organizations that position themselves well will thrive. This study was primarily conducted to evaluate factors that were responsible for the competitive positioning of Capello, KFC, and Piece-a-pizza restaurant outlets situated at OR Tambo International Airport. A survey approach was adopted for this study which utilized a quantitative method of collection and analysis of data. The research gave out 90 questionnaires to respondents, who were primarily drawn from the respective restaurant outlets, and a total of 80 questionnaires were returned, and 8 were spoilt hence excluded from this study. The study realized 80% response rate which was sufficient to reach the conclusions
of this study. This study revealed that food quality and speed of service were predominantly critical attributes responsible for customer selection of the restaurant outlets at the OR Tambo International terminal. It was recommended that management of the three restaurant outlets should act without further delay to ensure that its food quality and speed of service are prioritized as key drivers of
competitive positioning and that focus should also be placed on employee engagement.