BUSINESS PLAN OF MARGO JOYO PECEL LELE

Abstract

Margo Joyo Pecel Lele is a proposed culinary business based in Subang, West Java, offering a modern dining experience for traditional Indonesian street food lovers. With a focus on authentic flavors, affordability, and customer comfort, the business targets middle-to-lower income consumers, particularly Gen Z and Millennials who seek convenient and satisfying meals. Backed by strong industry trends, such as rising catfish consumption, increased food spending, and the continued popularity of traditional dishes, Margo Joyo presents strong potential for sustainable growth. The menu features pecel lele, pecel ayam, pecel bebek, fried rice, and seafood, with sambal customization, free teh tawar for dine-in, and a spacious, hygienic environment as key differentiators. Marketing efforts combine offline strategies with digital engagement through TikTok, Instagram, and delivery apps like GoFood and GrabFood. Supported by a loyalty program and efficient operations, the business is expected to reach profitability and recover its initial investment within approximately 3 years and 7 months. With future expansion in mind, Margo Joyo Pecel Lele aims to preserve Indonesia’s culinary heritage while embracing the demands of a modern market.