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Problem statement: The growth of food outlets in Malaysia brings about the stiff&#13; competition among the players in food industry. To remain competitive, each outlet needs to adopt its&#13; own strategy in order to secure their return on investment and profitability. In knowledge era,&#13; technology has become an added value in achieving competitive advantage. The aim of this research&#13; is to assess whether providing free WiFi can be a strategy to remain competitive. Porter's 5forces&#13; competitive model is adopted as the basis for the assessment. Approach: Two phases of data&#13; collection using qualitative methodology were planned and rolled out. The first phase involved&#13; surveying and observing three regions within a selected state, while the second phase involved&#13; interviewing the identified food outlets manager. A set of interview questions was formulated based on&#13; the 5 areas of porter's model which includes bargaining power of suppliers, bargaining power of&#13; customers, threat of substitutions, threat of new entrants and existing rivalries. In addition to the existing&#13; five forces, information regarding government policy and initiatives was also collected. Results: Result&#13; has shown that by that offering free WiFi to meet the customers' needs, it can help to generate revenue&#13; increase of as high as 50% thus ensuring the food outlet to stay competitive. Conclusion: This is more&#13; visible when dealing with case of food outlets at same area are targeting the same group of customers as&#13; what had been observed in this research. This research provides a good reference to other food outlets&#13; that yet to adopt any strategy in order to stay competitive

Free WiFi as Strategic Competitive Advantage for Fast-Food Outlet in the Knowledge Era