Date of Conferral

2022

Degree

Doctor of Business Administration (D.B.A.)

School

Business Administration

Advisor

Warren Lesser

Abstract

Many small business restaurant owners perform unprofitably and fail within 5 years of opening. Small business restaurant owners are concerned about sustainability as approximately 50% of small businesses that start up do not last beyond the fifth year. Grounded in the general systems theory, the purpose of this qualitative multiple case study was to explore strategies small business restaurant owners use to grow and maintain profitability to sustain business beyond 5 years. The participants were five small business restaurant owners in the Southeastern region of the United States who sustained their business beyond 5 years. The data were analyzed using Yin’s five-step process. Three major themes emerged: providing an excellent and non-substitutable customer service experience, capitalizing on using social media effectively, and accentuating the competitive advantages of the restaurant location. A recommendation for restaurant owners is to infuse effective social media tools into all digital marketing efforts to drive customer engagement, build relationships, and maximize sales. The implications for positive social change include the potential to aid in reducing the unemployment rate, increasing tax revenues, and fostering positive relationships between restaurant owners and the community.

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