Jurnal Hospitality dan Pariwisata

Studi ini mengeksplorasi kelayakan pendirian Tacokuy, sebuah restoran cloud kitchen yang mengkhususkan diri dalam masakan Meksiko di Bandung, dalam situasi pandemi COVID-19. Tujuan dari penelitian ini adalah untuk menilai potensi pasar, mengidentifikasi segmen konsumen target, serta merumuskan strategi pemasaran yang efektif untuk mencapai kesuksesan. Penelitian ini menggunakan pendekatan kuantitatif melalui studi survei. Data dikumpulkan melalui kuesioner yang disebar kepada penduduk usia produktif di Bandung, dipilih melalui sampel purposif. Survei ini berfokus pada variabel pemasaran 8P, yaitu produk, harga, tempat, promosi, kemasan, pemrograman, orang, dan kerjasama. Hasil penelitian menunjukkan potensi pasar yang menjanjikan, didukung oleh pertumbuhan populasi Bandung dan pengeluaran per kapita untuk makanan jadi dan minuman. Konsep cloud kitchen sejalan dengan tren peningkatan layanan pesan antar makanan secara daring di kota ini. Segmentasi pasar membantu mengidentifikasi calon konsumen yang memiliki preferensi terhadap masakan Meksiko, seperti taco, burrito, nachos, dan quesadillas. Studi ini memberikan wawasan berharga bagi pemilik restoran cloud kitchen, terutama dalam era pandemi saat ini, dengan menekankan strategi pemasaran yang efektif untuk menyesuaikan perilaku konsumen yang terus berkembang. Dengan memprioritaskan layanan pesan antar daring, Tacokuy dan bisnis serupa dapat beradaptasi dan berkembang di pasar makanan dan minuman yang kompetitif di Bandung.

Kata Kunci: Bauran Pemasaran; Dapur Virtual, Kuliner Meksiko, Layanan Pesan Antar Makanan Daring

Baksi, B. D., P, H., Medha, Asthana, M., & C, A. (2018). Restaurant Market Analysis. International Research Journal of Engineering and Technology, 5(5), 2589–2591.

Bichler, B. F., Pikkemaat, B., & Peters, M. (2020). Exploring the role of service quality, atmosphere and food for revisits in restaurants by using a E-mystery guest approach. Journal of Hospitality and Tourism Insights, 4(3), 351–369. https://doi.org/10.1108/jhti-04-2020-0048

BPS Kota Bandung, Kota Bandung dalam Angka 2023 (2023). Bandung, Jawa Barat; BPS Kota Bandung.

ElQuliti, S. A., & Elalem, A. G. (2018). Feasibility Study for Establishing a Restaurant in Jeddah. American Scientific Research Journal for Engineering, Technology, and Sciences, 40(1), 143–167.

Fitriani, K., & Satyarini, R. (2023). Sumber Inovasi Industri Kuliner di Bandung : Dari Mana Datangnya Inovasi? INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 6(3), 343–349. https://doi.org/10.31842/jurnalinobis.v6i3.281

Gao, S., Tang, O., Wang, H., & Yin, P. (2018). Identifying competitors through comparative relation mining of online reviews in the restaurant industry. International Journal of Hospitality Management, 71, 19–32. https://doi.org/10.1016/j.ijhm.2017.09.004

Halim, K. K., Halim, S., & Felecia. (2019). Business Intelligence for Designing Restaurant Marketing Strategy: A case study. Procedia Computer Science, 161, 615–622. https://doi.org/10.1016/j.procs.2019.11.164

Haryana, A. (2020). Economic and welfare impacts of Indonesia’s tourism sector. Jurnal Perencanaan Pembangunan: The Indonesian Journal of Development Planning, 4(3), 300–311. https://doi.org/10.36574/jpp.v4i3.127

Haryono, J., Lasut, F. M. O., Yulius, K. G., Arafah, W., & Ingkadijaya, R. (2023). Antecedents of Revisit Intention to Pantjoran PIK During Covid-19 Pandemic. International Journal of Business on Hospitality and Tourism, 9(1), 66–73. https://doi.org/10.22334/jbhost.v9i1

Ikasari, D. M., & Lestari, E. R. (2019). Analysis of fast food restaurant competition based on Consumer Perception Using Multidimensional Scaling (MDS) (case study in Malang City, East Java, Indonesia). IOP Conference Series: Earth and Environmental Science, 230, 012060. https://doi.org/10.1088/1755-1315/230/1/012060

Jackson, G., & Ahuja, V. (2016). Dawn of the digital age and the evolution of the marketing mix. Journal of Direct, Data and Digital Marketing Practice, 17(3), 170–186. https://doi.org/10.1057/dddmp.2016.3

John, K. T. (2021). Digital Disruption: The Hyperlocal Delivery and Cloud Kitchen Driven Future of food services in post-COVID India. International Hospitality Review, 37(1), 161–187. https://doi.org/10.1108/ihr-06-2021-0045

Kulshreshtha, K., & Sharma, G. (2022). From restaurant to cloud kitchen: Survival of the fittest during COVID-19 an empirical examination. Technological Forecasting and Social Change, 179, 121629. https://doi.org/10.1016/j.techfore.2022.121629

Liu, S. Q., Wu, L. L., & Wang, C.-Y. (2020). A creative-mix or variety-mix fusion experience? examining marketing strategies for ethnic fusion restaurants. International Journal of Hospitality Management, 89, 102596. https://doi.org/10.1016/j.ijhm.2020.102596

Mathur, P., & Mathur, V. K. (2023). Consumer purchase intention and behavior toward cloud kitchen (pandemic opportunity) with reference to India: An empirical examination. Jindal Journal of Business Research, 227868212311667. https://doi.org/10.1177/22786821231166790

Mohamed, M. E., Kim, D. C., Lehto, X., & Behnke, C. A. (2021). Destination restaurants, place attachment, and future destination patronization. Journal of Vacation Marketing, 28(1), 20–37. https://doi.org/10.1177/13567667211014947

Morrison, A. M. (2023). Hospitality and travel marketing. Routledge/Taylor & Francis Group.

Musa, M. I., Haeruddin, M. I. M., Haeruddin, M. I. W., & Burhan, M. I. (2019). Analysis of Segmentation, Targeting, and Positioning in the Hospitality Sector: The Case of Paputo Beach Café. African Journal of Hospitality, Tourism and Leisure, 8(4).

Nascimento Filho, F. B. do, Flores, L. C., & Limberger, P. F. (2019). Análise do Posicionamento dos Restaurantes de São Paulo estrelados Pelo Guia Michelin COM base NAS on-line travel reviews (OTRS). Revista Brasileira de Pesquisa Em Turismo, 13(2), 1–15. https://doi.org/10.7784/rbtur.v13i2.1453

Nidar, S. R., Sutisna, S., & Firmansyah, E. A. (2018). Kunjungan Wisatawan Dan Bisnis Kuliner di kota bandung. ULTIMA Management, 10(1), 52–64. https://doi.org/10.31937/manajemen.v10i1.793

Oey, M., & Juliana. (2022). Business Feasibility Study Joyinz Café at KH. Soleh Ali, Tangerang. International Journal of Social and Management Studies, 3(2), 164–174. https://doi.org/10.5555/ijosmas.v3i2.144

Panwar, D., & Patra, S. (2017). Study on product positioning efforts of multinational fast food chain in India-an exploration. Asian Journal of Research in Business Economics and Management, 7(7), 120. https://doi.org/10.5958/2249-7307.2017.00102.5

Putra, K. A. D., Hidayatullah, F., & Farida, N. (2020). Mediatisasi Layanan Pesan Antar Makanan di indonesia melalui aplikasi go-food. Islamic Communication Journal, 5(1), 114. https://doi.org/10.21580/icj.2020.5.1.5416

Pérez-Campdesuñer, R., Sánchez-Rodríguez, A., Miguel-Guzmán, M. D., García-Vidal, G., & Martínez-Vivar, R. (2020). Near and similar restaurants: Competitors or allies? Tourism & Management Studies, 16(1), 17–27. https://doi.org/10.18089/tms.2020.160102

Rasool, H., Maqbool, S., & Tarique, Md. (2021). The relationship between Tourism and Economic Growth among BRICS countries: A panel cointegration analysis. Future Business Journal, 7(1). https://doi.org/10.1186/s43093-020-00048-3

Rukma, D. F. S., & Narulita, M. D. (2018). Image Bandung Culinary Travel Destination as Seen From The Perception of Tourists to The City of Bandung. Jurnal Wacana Ekonomi, 17(2), 126–138.

Saetan, A., & Kee-ariyo, C. (2023). Selection of local restaurant by consumers in Phuket Province. Journal Of Technical Education Development, 35(125), 99–109. https://doi.org/10.14416/j.ted.2023.02.008

Setyawan, A. T., Sholihah, A., & Rohmah, S. L. (2022). Kuliner Sunda di Tengah Laju modernitas: Perkembangan Rumah makan sunda di bandung tahun 1960-an hingga 2000-an. Historiography, 2(2), 204. https://doi.org/10.17977/um081v2i22022p204-218

Sharma, R. R., Kaur, T., & Syan, A. S. (2021). Market segmentation, targeting and positioning. Sustainability Marketing, 119–132. https://doi.org/10.1108/978-1-80071-244-720211009

Then, J., & Yulius, K. G. (2022). Motivation and interest in traveling of young traveler during revenge tourism. Global Research on Tourism Development and Advancement, 4(2), 110–121. https://doi.org/10.21632/garuda.4.2.110-121

Yulius, K. G., King, F. T., & Suhaidi, K. (2022). Faktor -Faktor Keputusan Penggunaan Online Foodservice Delivery System Pada Generasi Milenial Di Jakarta. Hospitour: Journal of Hospitality & Tourism Innovation, 6(1), 58–75.