The Research Department of Economics and Management of Tadbir Nikan Business, Marketing, and Finance Open 2 Serial Number 11 2025 09 01 Factors Influencing Value Proposition in Hospitality Businesses (Case Study: Restaurants in Tehran) Factors Influencing Value Proposition in Hospitality Businesses (Case Study: Restaurants in Tehran) 1 10 10.61838/bmfopen.234 EN Journal Article 2025 03 28 <p>The tourism and hospitality industry is among the most active and thriving sectors in many countries, where examining the characteristics, needs, and preferences of customers holds significant importance. Restaurants, as a core component of hospitality, must possess a sound understanding of the needs of their target market. In this regard, identifying value propositions and customer demands—especially in family-oriented restaurants—holds particular relevance. The primary objective of this study is to identify the factors influencing value proposition in hospitality businesses, with a specific focus on family-oriented restaurants. This research is applied in terms of its objective and employs a descriptive-survey method for data collection. It is conducted based on qualitative data using the grounded theory approach. Data were gathered through semi-structured interviews, which continued until theoretical saturation was reached. In total, 15 interviews were conducted with restaurant managers in the city of Tehran. The analysis process involved three stages of coding: open, selective, and axial. Ultimately, the data were condensed into 97 secondary codes. The resulting categories were classified into six theoretical groups derived from the data. The findings of the study led to the identification of key value propositions for family restaurant guests. The results of this research can serve as a practical guide for restaurant managers in designing and offering more appropriate services and facilities for families, thereby enhancing the customer experience.</p> https://www.bmfopen.com/index.php/bmfopen/article/download/234/197