Objective: to analyze the characteristics of the resources available in private brand hamburger shops. Design/method/approach: the research was undertaken with a qualitative approach, using multiple cases study, which is classified as exploratory and descriptive. Data was collected through semi-structured interviews with owners of 5 hamburger shops in Brasília. Data analysis was performed using categorical content analysis. Results: only a small set of resources was able to generate a competitive advantage, which reinforces the idea of heterogeneity amongst firm resources. It is noteworthy that firms' longstanding in the market or with investment capital presented the greatest amount of distinguishing resources, reiterating the role of path dependency and management capacity. The results show that even rare resources, but not difficult to imitate or replace, when used together, can generate sustainable competitive advantages. The analysis identified a set of resources that represent the minimum characteristics that a firm must possess in this market so as not to be at a competitive disadvantage. Originality/value: using resources jointly to achieve sustainable competitive advantages is a perspective not described in the classic works of the Resource-Based View. Thus, this is the main contribution of the study.