Rekomendasi Strategi Menu Antarcabang De’Sanger Berbasis Menu Engineering dan Bauran Pemasaran 4C

Abstract

Perbedaan karakteristik pasar dan location-based pricing pada lima cabang De'Sanger (CGE, BHP, BS T3, BS T1C, BXC 2) menyebabkan kinerja 25 menu terpilih bervariasi antarcabang. Key sales figures dianalisis dan diklasifikasikan ke matriks menu engineering, dikaitkan dengan rekomendasi 4C melalui SLR berbasis PRISMA. ACM bervariasi dari Rp27.540 (CGE) hingga Rp47.140 (BS T1C), sedangkan PI konsisten 2,80%, mengonfirmasi profitabilitas tidak selalu sejalan volume penjualan. Proporsi stars tertinggi pada CGE dan BXC 2 (28%), diikuti BS T3 (20%), sedangkan BHP dan BS T1C terendah (16%). Agregat menunjukkan 5 stars, 8 plowhorses, 7 dogs, dan 5 puzzles; Soto Betawi konsisten pada stars, sedangkan Western Delights konsisten pada puzzles. Pemetaan ?MM% pada tiga cabang bandara menunjukkan hanya 6 dari 25 menu memiliki cabang rujukan stars, diasumsikan mencerminkan preferensi konsumen bandara terhadap menu familier akibat keterbatasan waktu, sehingga kesenjangan disebabkan faktor terkendali di tingkat cabang. Rekomendasi khusus dirumuskan berupa penguatan visibilitas Nasi Goreng Ikan Asin (BHP), co-creation Nusantara Cuisine (BS T1C), dan reposisi Truffle French Fries (BS T3).

Differences in market characteristics and location-based pricing across five De'Sanger branches (CGE, BHP, BS T3, BS T1C, BXC 2) caused varying menu performance. Key sales figures were analyzed and linked to 4C recommendations via a menu engineering matrix and PRISMA-based SLR. ACM ranged from Rp27,540 (CGE) to Rp47,140 (BS T1C), while PI remained consistent at 2.80%, showing profitability need not follow popularity. Star proportions were highest at CGE and BXC 2 (28% each), followed by BS T3 (20%), lowest at BHP and BS T1C (16%). Aggregately, 5 stars, 8 plowhorses, 7 dogs, and 5 puzzles were identified; Soto Betawi consistently a star, Western Delights consistently a puzzle. ?MM% mapping across three airport branches found only 6 of 25 items with a star reference branch, assumed to reflect time- pressured airport consumers' preference for familiar menus, attributing gaps to branch-level factors. Recommendations include strengthening Nasi Goreng Ikan Asin visibility (BHP), Nusantara Cuisine co-creation (BS T1C), and repositioning Truffle French Fries (BS T3).