Mengapa 90% bisnis kuliner bangkrut?

Summary

This video discusses the challenges and opportunities in Indonesia's culinary business, focusing on why some ventures succeed while others fail. It highlights the booming food industry, especially among celebrities like Ruben Onsu with his Geprek Bensu and Tengku Wisnu's Strudel Malang, which succeeded due to their strong branding and popularity. However, many culinary businesses still struggle and fail, especially in smaller cities like Pekalongan. Success factors include a strong brand identity and effective marketing, as seen with local successes like Macang and Warung Stik. Ultimately, the video explores the factors that contribute to long-term success in the competitive food industry.

Takeaways

• 😀 The food business in Indonesia has significant potential for growth but also a high risk of failure, as highlighted by the article titled 'Why 0% of Culinary Businesses in Indonesia Go Bankrupt'.
• 😀 Culinary businesses are booming in Indonesia, with increasing participation from celebrities, government officials, and the general public, all due to the essential nature of food.
• 😀 Popularity and branding on social media play a key role in the success of culinary businesses, as seen with examples like Ruben Onsu's Geprek Bensu and Tengku Wisnu's Strudel Malang.
• 😀 Food businesses, particularly local ones like Wartek (Warung Tegal), show that smaller operations with a simple offering can still achieve impressive annual revenues (e.g., IDR 500 million per year).
• 😀 Despite the rapid growth of the culinary industry, not all food businesses succeed. The failure rate is high, with many businesses in places like Pekalongan closing down after initial hype.
• 😀 Strong branding and social media presence are critical for food businesses to survive in competitive markets like Pekalongan, as seen with successful businesses like Migacokan and Warung Stik.
• 😀 Warung Stik, with its widespread market share and strong branding, has managed to maintain its presence and even sponsor athletes, which has contributed to its success.
• 😀 Almas Fried Chicken, which aims to replace fried chicken products linked to Israeli brands, uses branding to target specific consumer bases, showing how cultural or political considerations can influence business strategies.
• 😀 Consumer behavior plays a significant role in business success, as people are more likely to choose well-known products, even in a short amount of time, due to brand recognition or 'top of mind' effect.
• 😀 Businesses that build a strong connection with local communities and leverage consumer-generated content (e.g., social media exposure) have a better chance of long-term success.

Q & A

What is the main focus of the script?

The script focuses on the state of culinary entrepreneurship in Indonesia, exploring the reasons why some food businesses succeed while others fail.

Why is the culinary business in Indonesia prone to failure?

The culinary business in Indonesia faces a high risk of failure due to intense competition, market saturation, and the challenges of maintaining consumer interest over time.

What role do celebrities play in the success of culinary businesses?

Celebrities like Ruben Onsu, Tengku Wisnu, and Sahrini play a significant role by leveraging their popularity and large social media following to promote and brand their culinary ventures, which helps attract customers.

How does social media impact the success of food businesses in Indonesia?

Social media helps food businesses build strong brand awareness and engage directly with consumers. A large following on platforms like Instagram or Twitter can lead to increased visibility and customer loyalty.

Can you provide examples of successful culinary businesses in Indonesia?

Examples of successful culinary businesses in Indonesia include *Geprek Bensu* by Ruben Onsu, *Strudel Malang* by Tengku Wisnu, and *Kue Prinses* by Sahrini. These businesses capitalized on celebrity status and strong branding to thrive.

What is meant by 'first mind' or 'top of mind' in the context of food businesses?

'First mind' or 'top of mind' refers to the position a brand holds in the consumer's awareness. If a business is well-known and memorable, customers are more likely to choose it when they need the product.

Why do some businesses in Pekalongan fail despite initial success?

Some businesses in Pekalongan fail because while people are initially curious (early adopters), they lack long-term loyalty, and the market may become oversaturated with similar offerings.

What makes *Migacokan* in Pekalongan a successful culinary business?

*Migacokan* is successful due to its strong branding, effective social media presence, and positive customer reviews, which have helped it remain popular even in a competitive market.

What market niche did *Almas Fried Chicken* target, and how did it affect its success?

*Almas Fried Chicken* targeted a specific market niche by offering chicken products not associated with controversial brands, such as those linked to Israel. This helped attract customers who were seeking an alternative.

What key factors contribute to the survival of food businesses in a competitive environment like Pekalongan?

Successful food businesses in competitive environments like Pekalongan thrive due to strong branding, clear differentiation from competitors, and effective use of social media to build customer engagement.