Analisis Pengembangan Bisnis Makanan Cepat Saji Khas Meksiko - Me Gusta

ME GUSTA is a Mexican fast food tenant with "Grab & Go Mexican Eats" concept that is inspired from consumers who experience eating time constraint due to busy lifestyle. For the past few years, busy lifestyle among urban population in Indonesia has led to the shifting of dietary habits. Researches have shown that among this population, college students are those who experience the most significant shift in dietary habits. This problem has inspired the initiation of a fast food tenant that can offer a meal that meets the needs of busy people: a meal that is hunger-satisfying, quick served, and has the flexibility to become a portable food that can consumed anytime and anywhere. Several kinds of meals were then considered and burrito is finally chosen. The Mexican dish is chosen for its ability to fulfill the given criteria and coherently has the history that can correlate to today’s problem. With the emerging popularity of Mexican food, the concept of Mexican fast food is believed to be promising and thus began developed. Based on researches, and triggered by founders’ background of being college students who comprehend the problem, college students were selected as our targeted market. Besides college students, young adults and workers can be our target market as well as they also experience shifts in dietary habits. With the proposed values, ME GUSTA hopes that it can offer the solution to the given problem and can be widely accepted by Indonesian consumers.