CALL THE CHEF! THE PRINCIPAL STRATEGIC RESOURCE OF GASTRO RESTAURANTS: MULTI CASE-STUDY IN LATIN AMERICA

Abstract

The objective of this study is to analyse chefs can generate sustainable competitive advantage for gastro restaurants in Latin America. In order to achieve that goal, a qualitative methodology was adopted based on multiple case studies. The techniques used to collect data were semi-structured interviews with chefs and documental analysis of menus, news articles and books. Data was analysed using content analysis with the help of the Atlas.TI software. The results indicated that the chef is the key to any restaurant that expects to be listed on a well-recognized gastronomic guide. This human resource has been identified as essential for the design and introduction of strategies, using the combination and complementarity of strategic resources, such as: organizational culture, financial resources, innovation and creativity, human resources, physical infrastructure, reputation and networking. Based on the results, it was concluded that chefs have created a distinct identity for their businesses, creating competitive edge and creating sustainable competitive advantage.