Wimpy aimed to expand its presence across South Africa, targeting both urban and rural areas. This required careful market analysis, site selection, and a robust growth strategy to ensure sustainable business expansion. The company adopted a multi-pronged approach to expansion, identifying high-potential locations and strategically opening new outlets in shopping malls, high-traffic areas, and residential neighbourhoods. Additionally, Wimpy explored franchising opportunities, allowing entrepreneurs to invest in and operate Wimpy outlets. This expansion strategy enabled Wimpy to reach a wider customer base and establish its presence in diverse locations. Wimpy recognized the importance of delivering exceptional customer service and enhancing the overall dining experience. The company focused on training its staff, implementing efficient service processes, and continuously improving customer satisfaction levels. To ensure consistent quality and service, Wimpy implemented rigorous training programs for its employees. The company also introduced customer feedback mechanisms to gather insights and address any issues promptly. By prioritizing customer experience and service excellence, Wimpy developed a loyal customer base and gained a reputation for its attentive and friendly staff. Adapting to the local culture was another challenge for Wimpy. The company had to tailor its menu, marketing campaigns, and overall brand image to resonate with the local culture and preferences of South African consumers. Wimpy incorporated traditional South African flavors and dishes into its menu, alongside its international offerings. The company also engaged in localized marketing campaigns, collaborating with local influencers and sponsoring community events. By embracing and celebrating South African culture, Wimpy fostered a strong emotional connection with its customers. To stay ahead in the fast-paced digital era, Wimpy had to embrace technology and implement digital transformation initiatives. This included launching mobile apps, online ordering systems, and loyalty programs to enhance convenience and customer engagement. Wimpy invested in developing user-friendly mobile apps and online platforms that allowed customers to place orders, customize their meals, and access exclusive offers. The company also introduced a loyalty program that rewarded frequent customers with discounts and personalized recommendations. By leveraging technology, Wimpy streamlined its operations, improved customer convenience, and gained valuable data insights to drive business decisions. Using the competitive advantage model as the foundation to your answer, critically analyse the competitive advantage of Wimpy. Make reference to the case study in your answer. Reference should be made to the case study. Demonstrate the importance of competitive advantage. The competitive advantage of Wimpy should be identified. Recommend open journal articles using the competitive advantage model as the foundation to your answer, critically analyse the competitive advantage of Wimpy. Make reference to the case study in your answer. provide direct links to the articles to support your answer.