Traditional food products have become an icon of a region. The uniqueness of the
food product being offered to the visitors will give some uniqueness values and will
consequently influence the business development of a region. This survey study was
conducted among 247 entrepreneurs producing the traditional food products by distributing
questionnaires employing proportional random sampling. The data was analyzed using SEM
analysis via WarpPLS program. Based on the result of the study, it was found out that the
entrepreneurship creativity in manufacturing new products significantly influenced the
excellence of Riau traditional food products either directly or indirectly. In addition, this was
also determined by the quality of the business operation. Besides, the local entrepreneurs’
ability in seeing opportunities significantly influenced the excellence of the food products
either directly or indirectly.