Analisis Pengembangan Bisnis Restoran Tenda Korea “Dakcigo” di Tangerang Selatan

The culinary industry is incredibly dynamic and growing each day globally. Globalization has become the cause of massive rise in international food market in Indonesia, especially in South Tangerang. One of the latest food trend that has been growing rapidly is Korean food. However, the current existing Korean food market in Indonesia is mainly targeting high income segment. This is unfortunate considering the street food in Korea itself is very affordable with wide variety of choices and unique taste that fits Indonesian’s palate, one of which is Korean fried chicken. Seeing this as an opportunity, DAKCIGO strives to offer the original charm of Korean street food that no other restaurants managed to provide before. With affordable prices, fast service, and authentic Korean ambience, DAKCIGO stands out from other street food restaurants in South Tangerang. DAKCIGO has become the first street food restaurant with true Korean concept (pojangmacha) in South Tangerang with Korean Fried Chicken as its main product. DAKCIGO also offers other street foods from Korea, such as ramyeon, bibimbap, jjajangmyeon, and odeng with a competitive price. Considering its large market size, DAKCIGO found it reasonable to focus its primary target market on millenials who reside in South Tangerang and possess great interest in Korean culture. To better attract this group of consumers, DAKCIGO has designed its product and services according to consumers’ needs, giving an extraordinary experience through extraordinary product, price, service and ambience.