STRATEGI PEMASARAN DAN PENINGKATAN KEPUASAN PELANGGAN RUMAH MAKAN SUNDA LEGENDARIS MELALUI SWOT DAN LEAN CANVAS

Abstract

This study explores the marketing strategy and customer satisfaction problem of an anonymized, legendary Sundanese family restaurant that has operated in Subang since 1983. The restaurant relies on an aging loyal customer base while struggling with slow service during peak hours, limited digital payment options, and a marketing presence far behind that of nearby modern competitors equipped with loyalty programs and active social media accounts. This research aims to map the restaurant's strengths, weaknesses, opportunities, and threats relevant to its marketing function, and to translate the priority strategy into a Lean Canvas framework centered on customer problems and value delivery. The method used is a qualitative case study, combining interviews with the owner and staff, direct observation of service flow during busy and quiet hours, and documentation of existing promotional activities, analyzed through SWOT matrices and the nine blocks of Lean Canvas. The results show that the restaurant's core problem is not a lack of demand but an operational bottleneck during peak hours that damages customer experience, compounded by an almost absent digital marketing presence. The proposed Lean Canvas positions authentic taste and heritage story as the unique value proposition, while service speed and simple digital ordering become the key metrics to track. The study concludes that marketing efforts will only be effective once service reliability during peak hours is addressed first. Keywords: SWOT Analysis, Lean Canvas, Marketing Strategy, Customer Satisfaction, Culinary MSME.