RANCANGAN PERBAIKAN KUALITAS RESTORAN PADA EMERALD TREE RESTO BINTARO BERDASARKAN PREFERENSI TARGET PELANGGAN

• Main Author: Putri Nabilah, Jihan
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74746
• Institution: Institut Teknologi Bandung

The food and beverage industry after the Covid-19 pandemic has increased. This is demonstrated through the growth rate for the food and beverage industry in the first quarter of 2021 reaching 2.45%. One of the food and beverage industry newcomers is Emerald Tree Resto, a restaurant in the Bintaro area, South Tangerang. However, in recent months, precisely from January 2023 to May 2023, the income has decreased. This is presumably due to the large cost needed to run marketing and promotions effectively. The marketing strategy run by Emerald Tree Resto is deemed ineffective due to the failure of identification in customer focus needs. Emerald Tree Resto also does not know its current customer focus profile. Therefore this study aims to develop improvement strategies based on customer needs from the customer target market. To determine the improvement strategy, we will first do the restaurant quality assessments using the DINESERV model, then identify customer focus profiles. The customer focus profile will be identified using the AIO lifestyle model. The results will then be analyzed using the cluster analysis method, where the clusters' characteristics will then be identified using cross tabulation and one-way ANOVA. After the customer characteristics are identified, the identification of customer needs is carried out. To find out the important aspects of a restaurant based on customer needs, a survey is conducted using the restaurant quality model. Based on the results from the data collection, four cluster are formed: the first cluster is referred to as effective millennials, the second cluster is referred to as family woman,third cluster is referred to as sports person, and the fourth cluster is referred to as family person. The second and third clusters are the focus of Emerald Tree Resto customers because of the large proportion they made up. The results of the restaurant quality assessment show that the food quality aspect has a low value. Therefore it is necessary to improve the aspect of food quality, considering the results from customer needs identification show that food quality is one of the most important aspects, after tangibles and reliability. Improvement of the food quality aspect is carried out by designing customer feedback SOPs, because the restaurant currently does not have these SOPs.