Rbk Café & Joglo Start-up Business

Abstract

The culinary industry in Indonesia has experienced rapid growth, particularly in Yogyakarta, which is known both as a student city and popular tourist destination. Capitalizing on this opportunity, the author established RBK Café & Joglo, a café that integrates traditional Joglo architectural design with a modern industrial style. This distinctive concept was chosen to create a unique atmosphere tailored to its target market, which includes students, young people, families, and tourists. Located in the strategic Seturan area, RBK Café & Joglo seeks to provide a comfortable space for customers to relax, study, and socialize. This study addresses key questions regarding how RBK Café & Joglo develops competitive advantages, overcomes operational challenges, and implements effective marketing strategies to increase revenue. To analyze these aspects, the research applies the Blue Ocean Strategy, SWOT Analysis, and the 4Ps Marketing Mix framework. The findings reveal that RBK Café & Joglo successfully created a new market space by offering a differentiated concept, fostering social interactions through events such as communal match screenings, and focusing on best-selling menu items to reduce customer confusion.