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Establishing new business could be challenging, especially when the type of the business is prevalent. Nevertheless, this study managed to investigate the hurdles and challenges in building a small business in culinary sector. Utilizing a qualitative case study approach, this study explores the hurdles, challenges and key success factors in establishing a culinary business. A local culinary family business in the city of Semarang that has been established for 14 years became the case study, with both the owner and his wife as the main participants of the study. Quality management in the production process, marketing strategy and financial management strategy are among success factors determining the sustainable competitive advantage in the culinary business. Implication for management theory and practice were discussed.