Abstract:
The rapid growth of Indonesia's fast-food industry presents a compelling opportunity for new ventures, particularly in the quick service restaurant (QSR) segment. Driven by urbanization, rising disposable income, and the evolving lifestyles of younger consumers, the market is projected to reach USD 114.99 billion by 2030. Jakarta, as the country's culinary capital, offers a dynamic and highly competitive environment where food and beverage businesses can thrive. Within this landscape, Generation Z has emerged as a dominant consumer segment, known for their high spending on food, reliance on social media trends, and preference for quick yet quality dining experiences. Burgers have become one of the most consumed fast-food items, with surveys indicating that 42.9% of Indonesians have eaten burgers within the past three months. This demographic and market context underpins the establishment of AM PM Spot, a burger-focused QSR designed to serve the vibrant and fast-paced market of Central Jakarta. AM PM Spot is a business concept that combines the nostalgic charm of a classic American diner with modern aesthetics to appeal to Gen Z and young professionals. Strategically located in Cikini, Menteng is a bustling area surrounded by offices, universities, and lifestyle destinations.
