|
Te Sate
A restaurant providing traditional Madura foods and beverages
1. Description of the Business
Te Sate is a family restaurant providing traditional Madura food and beverages, with Sate ayam Madura –Madura’s chicken satay- as the mainstay menu,with the price range from Rp.5000 until Rp.35.000. Te Sate is the first complete-menu of Madura restaurant in Jakarta, even Indonesia. The opening hour is 10-22 at week days and 10-23 at week end.
This restaurant would come up as the new choice of traditional foods in Jakarta. This far, people only knew sate and soto as Madura’s food and those kind of foods is only sold separately in each little shop or restaurant. With the presence of this restaurant, people now could just come to one place and they will find many choices of Madura’s food and beverages. Beside chicken satay, this restaurant also serves other Madura’s typical food such as lontong-noodle, cassava soto, and traditional dessert such as pokak and cucur .
Te Sate is planned to be opened in Kelapa Gading Boulevard, which is now becoming the place for culinary tourism destination. Kelapa gading boulevard is renting its lot to many restaurant and café. With the space of two floors shop-house, this restaurant will provide a set of twenty tables, with a capacity of four people each. These tables would be separated ten tables downstairs and 10 tables upstairs, on the smoking area.
To complement Madura’s atmosphere in the place, Te Sate will be decorated like keraton Madura or Madura palace. The walls will be decorated with the history of Madura pictures (wallpapers), traditional weapons and traditional clothes, all of those decorations will be added with captions, so customers would know more about Madura.
1.1 Market Demand
Nowadays, kelapa gading is sort of “independence small town” in Jakarta. It has everything in one area. People around North Jakarta, especially those who live in Kelapa Gading, don’t need to go far to fulfilling their needs. Thus, they are now becoming more consumptive caused the presence of malls and other stores. That is why Kelapa Gading boulevard is perceived as the right place to do this business. For the market demand of traditional foods, the writer found that kelapa gading has several traditional food restaurant that growing bigger and have some branch around Jakarta, that visited by a lot of customers, so it can be said that the demand of traditional food is still high.
1.2 Market Needs
Te Sate designed to meet the needs of modern people with high mobility. These kind of people is often eat outside their house because of their tight schedule and Te Sate committed to provide fast service and healthy food to support their activities. This restaurant would come up to fill in the gap of Madura food and beverages restaurant that never existed before
1.3 Segmentation
Family, especially 25-50 years old, men and women, A&B in SES, living or working in north Jakarta, especially around kelapa gading.
1.4 Competitors
Te Sate has a lot of competitors, since it will be located on the center of culinary business. For more details, the writer picks Dapur Sunda and Eldorado that also located around kelapa gading and having many customers.1.5 Business Growth
Jakarta, as the capital city and center of business in Indonesia is also a center of the biggest restaurant business, which contribute 26.1% from the total of restaurant in Indonesia (www.binaukm.com). The growth of culinary business is caused by several things, which are; 1. Market potential that always increasing, 2.the development of cutlery and another physical completeness, 3.development of travelling culture, 4.the big margin of profit, etc. (www.mb.ipb.ac.id). From this facts, the writer sure that restaurant business is a potential field.
To develop this business, two basic things are needed, which are another culinary-destination-place (such as kafe tenda semanggi,tebet and kemang) and the consumer. With the birth rate that reaches more than five thousand person per month in Jakarta (www.kependudukancapil.go.id) the writer believe, that there will be enough customers and the business will have a big chance to grow successfully.
