The failure rate of SMEs in Malaysia is worrying, with 60% of new SMEs failing within five years of operation, showing that they are facing major issues with numerous challenges to survive in the competitive market. From this perspective the main purpose of this study is to determine the effect of critical success factors on food and beverage micro-business in Kuala Lumpur. Specifically, this study will determine if critical success factors of reputation of the brand, excellence of customer service, reliable delivery, and product innovation influence the success of food and beverage micro-business. A self-administered questionnaire will be distributed to the food and beverage micro-business owner in Kuala Lumpur area for data collection. Correlation and regression analysis will be used for data analysis to determine the relationship of the variables. The findings are hoped to show a positive relationship between critical success factors, reputation of the brand, excellence of customer service, reliable delivery, and product innovation with the success of street vendors. The outcome of this study is expected to contribute to presenting precise and clear understanding of the critical success factors in the food and beverage micro-business survival and success in Kuala Lumpur.
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