This research aims to analyze and describe the influence of product differentiation, customer value against competing superiority. This research is explanatory research, sample research as many as 130 people on business customers food and beverage franchises in the city of Makassar, the method used is the analysis of Structural Equation Modeling (SEM). The results showed that the differentiation of the product of the positive and significant effect against the competitive advantage, customer value positive and significant effect against competing superiority.

Keywords : Product Differentiation, customer value, and competitive advantage.