<![CDATA[The competition in the culinary industry in the Gading Serpong area is becoming increasingly competitive with the rising number of food and beverage entrepreneurs. This condition demands that every business operator have a strong differentiation strategy in order to survive and win the market. This research aims to analyze the role of a signature menu as a competitive advantage, with a case study of the Donburi product at the Can Ngopi culinary business. The research method used is a descriptive qualitative approach thru observation, interviews with business owners and consumers, as well as marketing document analysis. The research results show that the Donburi product is proven not only as a menu complement but also as a strategic instrument that significantly enhances the appeal of Can Ngopi among Generation Z and the Gading Serpong community. Thru a combination of functional, emotional, and symbolic values. Donburi strengthens brand positioning, enhances loyalty, and creates sustainable competitive advantages amidst fierce culinary competition. The uniqueness of the taste, consistency of quality, and distinctive presentation are the main factors that strengthen product differentiation. Thus, the signature menu has proven to be an effective strategy in creating a competitive advantage amidst the tight culinary competition.]]>
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