Although the investigation into the resource-based view (RBV) is rather extensive from an organisational point of view, there is a lack of research to confirm the customers’ view of the competitiveness factors. This investigation seeks to address this gap. For this purpose, two studies were conducted. A qualitative analysis using in-depth interviews with top managers of three international food brands, aiming to evaluate competitive factors, from the firm perspective. The second study is quantitative, evaluating customers’ perceptions relating to the same competitive factors. The results of the research allow a deep understanding of how to create a competitive advantage in the food industry, in particular in fast-food restaurants, showing that there is a significant difference between the perspectives of the brands and those of consumers in relation to competitiveness factors and that consumers value more their own availability to purchase, while companies are more focused on the surrounding context.

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Resource-based view,VRIO framework,Dynamic capabilities,Sustainable competitive advantage,Food industry

• Economics and Business - Social Sciences