Digital Promotion as a Catalyst for Culinary Business Growth: A Strategic Framework for Café Sustainability in Emerging Markets

Abstract

This study aims to evaluate the digital promotion strategy of Café Shelter 26 Reborn in Pekanbaru, Riau, and formulate an effective development framework to enhance business sustainability in a highly competitive culinary market. This research employs a qualitative descriptive approach with a case study design. Data was collected through surveys involving 45 costumer sample. The analysis utilizes IFAS and EFAS matrices, followed by a SWOT analysis and Grand Strategy Matrix to determine the optimal strategic direction. The findings indicate that Café Shelter 26 Reborn possesses significant internal strengths, notably high visual aesthetic quality and authentic branding that aligns with the customer experience. However, the cafe faces weaknesses in utilizing two-way interactive features and limited technical capacity for creative content production. Externally, the cafe benefits from strong influencer/KOL leverage and a loyal mature market segment, though it contends with intense competition and rapidly shifting digital algorithmic trends. The Grand Strategy Matrix positions the cafe in Quadrant I, necessitating an aggressive growth strategy. To maintain a competitive advantage, the study recommends a strategic shift from product-centric to experience-centric content, emphasizing the "third space" concept. Furthermore, management should prioritize human resource development in multimedia skills and implement interactive two-way communication strategies on Instagram and TikTok to foster deeper emotional engagement and long-term customer loyalty.

Keywords:   digital promotion strategy, café, customer experience, SWOT analysis, Pekanbaru