REINVENTING NEW BUSINESS MODEL FOR FOOD & BEVERAGE IN INDONESIA A CASE OF: BUNBUN KULINER

• Main Author: Irianda Putra, Mahardika
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42647
• Institution: Institut Teknologi Bandung

The tendency of Indonesians to consume food and beverage outside home cooking has caused many new companies to emerge in the food and beverage (F&B) industry. Therefore, competition in the F&B industry is very strong and newly emerging companies must have good fundamentals in order to survive and compete with other companies. One of the fundamentals that must be owned is the business model used. Bunbun kuliner is one of the newcomers in the F&B industry, with various types of food beverages served through direct and indirect channel. However, on many obstacles experienced by bunbun kuliner, one of the biggest problems is the decline in bunbun revenue and even the cost incurred is greater than revenue in direct channel. In this research, analysis use business model canvass to describe a new business model in F&B industry, analysis the changes bunbun kuliner to adopt a new business model and propose a new business model for bunbun kuliner. There are 3(three) new business models that can be categorized. First, catering online delivery services is present a marketplace between consumers and food catering service. Second, offline to online food delivery services is startup that targets consumer though mobile application-based ordering while they have offline store. Third, cloud kitchen that providing infrastructure and software to open space to open online-delivery resto, there are some changes that must be made by bunbun kuliner to adopt a new business model. Based on analysis from benchmark a new business model for F&B with the problem of business model from bunbun, can be recommended to use office people, with ordering behavior using online food delivery, catering event and companies for bunbun customer segment. Suggest for value proposition bunbun are to be online food court place, variety of menu and brands, easy to access and can serving for large order such as catering and company cooperation. Food court for tenants, food delivery online and application as a channel, and create promo, system point or rewards and giveaway for customer relationships. Revenue stream that bunbun can do are store sales, online food delivery, catering event and company cooperation. Next for bunbun activities to manage supply chain, sales, operations and find new places and investors. From key resources bunbun focus for build human resources adding new team IT, kitchen equipment and food court place. The changes from key partners are open supplier to be partner that call tenants in stores and can sell in the bunbun system through application. Last one, cost structure for bunbun are human resources, operational and supply chain.