INTEGRATED FOOD WASTE MANAGEMENT AND BRAND STRATEGY (CASE STUDY: WAROENG ABAH)

• Main Author: Nur Zulfikar, Firman
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/68292
• Institution: Institut Teknologi Bandung

"Green businesses" are businesses with environmental objectives. Businesses are not only concerned with revenues and profit but also with environmental issues. Waroeng Abah is a conventional restaurant in the food and beverage industry that wants to change its brand identity into a green restaurant. This research is intended to find the best brand strategy that could help Waroeng Abah change their image to establish their image in the market and gain more customers' attention and loyalty. This research uses a qualitative methodology that uses secondary and primary data collection from questionnaire applications and internal business process evaluation. The tools that could help Waroeng Abah change their brand identity and evaluate their business process are life cycle assessment (LCA) and integrated food waste. They help to communicate its brand to the customers and translate it into understandable, relevant, and attractive messages, which increases the willingness to pay for Waroeng Abah products. The successful implementation of food waste management for sustainable business could lead to economic factors by increasing sales volume. With an effective strategy, it could also generate trust, continued engagement, and enhance the brand image. Using food waste management shows it has a good impact on the customers' perception of the brand and could increase their willingness to pay. The implementation of this strategy in Waroeng Abah could ensure the company's sustainability. The result of this research shows that the way of marketing and brand communication with the environmental movement could increase the customers' willingness to pay for the Waroeng Abah product.