The relevance of the study of the development of the competitive advantages is related to the need to ensure the competitiveness of dining outlets, taking into account modern market conditions. The purpose of the paper is to study the ways of forming a strategy for ensuring and implementing competitive advantages of dining outlets. The theoretical and methodological basis of scientific research is general scientific methods (methods of scientific generalisation and comparison), specific methods (methods of analysis and synthesis). The paper establishes that indirect criteria are used to assess competitiveness, which can be divided into two main groups: consumer and economic criteria. It has been analysed that for different categories of consumers and groups of goods, competitiveness is ensured by different types of prices: purchasing, sales, and consumer. The sources of development of competitive advantages were determined. Competitive advantages of dining outlets that have various forms of manifestation are presented. Diagnostics of the competitive environment was carried out, which requires not only an analysis of the state of various competition methods, but also a study of the product image, as well as the image of the enterprise. The main factors of competitive advantage of dining outlets were considered. The factors of competitive advantage of the organisation, which are divided into external and internal, were analysed. It was determined that the factors of development of consumer preferences are divided into four groups: psychological, informational, sales, and economic. It was established that each group is characterised by certain measures, the consistent implementation of which, as a result, leads either to the development or maintenance of consumer preferences.