Abstract :

The culinary business sector is a very popular one; apart from being a cultural identity, the culinary sector also plays a role in the country’s economy, being the largest contributor to Indonesia’s GDP in the creative industry. The rapid development of business in the culinary sector has made business actors continue to innovate, one of which is by taking advantage of the development and use of technology. Seeing this opportunity, Grillto Indonesia innovated to open a Cloud Kitchen outlet that only relied on online food delivery (OFD). Based on his considerations, Griilto Indonesia plans to open outlets in five potential cities, namely Medan, Pekanbaru, Jakarta, Bandung, and Yogyakarta. This research focuses on determining two priority cities for the launching strategy. The method used in this study is multi-criteria decision making (MCDM) with the analytic hierarchy process (AHP) method. The criteria for this method are determined based on literature reviews and the Focus Group Discussion (FGD) method. The results of the study show that the city of Pekanbaru and the city of Medan are the two highest in order, with a value of 0.3503 and 0.2332, respectively. Thus, Grillto Indonesia will open its first outlet in the cities of Pekanbaru and Medan.

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Keywords :

AHP, Cloud Kitchen, Hierarchy Process Analysis, MCDM., Online Food Delivery Service

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