Strategic Management Practices and Competitiveness of Fast-food Eatery Chains in Nairobi, Kenya

Abstract

This study sought to explore the interconnected relationship between strategic management practices and the competitiveness of fast-food eatery chains in Nairobi, Kenya. The study adopted a descriptive research design. The target population for this study was fast food eateries in Nairobi. A sample of 98 fast food eateries was selected from the PERAK database which reports about 1308 fast food eateries operating in Nairobi. The study adopted stratified sampling to select a sample with a sampling fraction based on the ratio of Managers: Supervisor. Primary data was collected using questionnaires and interview guides. Through a comprehensive analysis of survey data and restaurant performance metrics, this research revealed a significant correlation between these strategies and a restaurant's ability to attract and retain customers, expand its market reach, and foster brand loyalty (r = 0.831, p = 0.042). The findings underscored the critical role of these strategies in enhancing a restaurant's competitiveness. Moreover, they emphasized on the importance of continual adaptation to changing customer preferences and market dynamics. Efficient operations, cost-effectiveness, and the potential for market expansion are additional benefits of implementing these strategies. This study provides valuable insights for restaurant owners, managers, and stakeholders, offering a roadmap for enhancing competitiveness in an ever-evolving culinary landscape.