Skip to main content
alam.amiki@gmail.com 6281260272238
Register
Articles

Culinary Business Development Strategy Analysis Using the Business Model Canvas (BMC) and Ansoff Matrix Approach: A Case Study of Laamore Pasta

  • 1*,2 Universitas Pembangunan Nasional "Veteran" Jawa Timur

* Corresponding Author: Rischa Meyliana Sari

Open Access
DOI
https://doi.org/10.59431/ijer.v6i3.1000
Published
Pages
1472-1484

Issue

Vol. 6 No. 3 (2026)

Indonesian Journal Economic Review (IJER)
September

Abstract

The culinary sector is a strategic driver of Indonesia's economy, yet intensifying competition, rising raw-material costs, and shifting consumer preferences pose serious challenges for small culinary enterprises. Laamore Pasta, a small pasta, coffee, and culinary business located in Buduran, Sidoarjo, has experienced a persistent decline in average monthly orders since 2024. This study aims to evaluate Laamore Pasta's business model through the nine elements of the Business Model Canvas (BMC) and to formulate alternative business development strategies using the Ansoff Matrix. A qualitative descriptive case-study approach was employed, with data collected through in-depth interviews with the owner, an employee, and thirteen customers, complemented by direct observation and documentation. Data were analyzed using the interactive model of Miles, Huberman, and Saldana (2014), assisted by NVivo 12 for coding. The results show that the Value Proposition element, reflected in taste consistency, affordability, and menu variety, dominates customer perceptions, while Channels, Customer Relationships, Key Resources, Key Activities, Key Partnerships, and Cost Structure still require strengthening. The Ansoff Matrix analysis indicates that Market Penetration is the most appropriate immediate priority, followed sequentially by Product Development, Market Development, and Diversification through frozen food and catering services. The study concludes that Laamore Pasta's development should proceed incrementally, beginning with strengthening its core business and customer retention before pursuing product innovation, market expansion, and diversification.

Keywords

Business Model Canvas Ansoff Matrix Business Development Strategy Culinary Industry Qualitative Case Study

How to Cite

Sari, R. M., & Budiman, A. (2026). Culinary Business Development Strategy Analysis Using the Business Model Canvas (BMC) and Ansoff Matrix Approach: A Case Study of Laamore Pasta. Indonesian Journal Economic Review (IJER), 6(3), 1472-1484. https://doi.org/10.59431/ijer.v6i3.1000

References

  • Ansoff, H. I. (1957). Strategies for diversification. Harvard Business Review, 35(5), 113–124.
  • Basuki, B., Putri, A. R., Winoto, A. B., & Oktavia, A. (2025). Analisis masalah yang dihadapi pelaku UMKM di Kabupaten Klaten [Analysis of problems faced by MSME actors in Klaten Regency]. Journal of Economics Research and Policy Studies, 5(2), 323–337. https://doi.org/10.53088/jerps.v5i2.1835.
  • Bouwman, H., Nikou, S., & de Reuver, M. (2021). Digitalization, business models, and SMEs: How do business model innovation practices improve performance of digitalizing SMEs? Telecommunications Policy, 43(9), 101828. https://doi.org/10.1016/j.telpol.2019.101828.
  • Brunner, M., Bachmann, N., Thienemann, A. K., Tuezuen, A., & Jodlbauer, H. (2025). To the end of the line—Including intermediaries and end customers in the business model CANVAS. Journal of Open Innovation: Technology, Market, and Complexity, 11(3), 100623. https://doi.org/10.1016/j.joitmc.2025.100623.
  • Cahyanti, M. M., & Anjaningrum, W. D. (2017). Faktor-faktor yang mempengaruhi perkembangan usaha kecil sektor industri pengolahan di Kota Malang [Factors influencing the development of small manufacturing enterprises in Malang City]. Jurnal Ilmiah Bisnis dan Ekonomi Asia (JIBEKA), 11(2), 73–79.
  • Clauss, T., Abebe, M., Tangpong, C., & Hock, M. (2021). Strategic agility, business model innovation, and firm performance: An empirical investigation. IEEE Transactions on Engineering Management, 68(3), 767–784. https://doi.org/10.1109/TEM.2019.2910381.
  • David, F. R., David, F. R., & David, M. E. (2023). Strategic management: A competitive advantage approach, concepts and cases (18th ed.). Pearson.
  • Fahluzi, A. M., & Solihati, K. D. (2024). Pengaruh kualitas pelayanan, harga dan kepercayaan terhadap kepuasan pelanggan pada Restoran Raa Cha Suki & BBQ Mall Plaza Atrium [The effect of service quality, price, and trust on customer satisfaction at Raa Cha Suki & BBQ Restaurant, Mall Plaza Atrium]. Journal of Business Administration Economic & Entrepreneurship, 6(2), 79–90.
  • Fatimah, S., Yahya, M., & Hasan, K. (2021). Pengaruh modal usaha, kualitas sumber daya manusia, dan strategi pemasaran terhadap pengembangan UMKM di Kecamatan Kota Kualasimpang Kabupaten Aceh Tamiang [The effect of business capital, human resource quality, and marketing strategy on MSME development in Kota Kualasimpang District, Aceh Tamiang Regency]. JIM: Jurnal Ilmiah Mahasiswa, 3(2), 154–165.
  • Febriyantoro, M. T., & Arisandi, D. (2020). Pemanfaatan digital marketing bagi usaha mikro, kecil dan menengah pada era masyarakat ekonomi ASEAN [The use of digital marketing for micro, small, and medium enterprises in the ASEAN economic community era]. JMD: Jurnal Riset Manajemen & Bisnis Dewantara, 3(2), 61–76.
  • Geissdoerfer, M., Vladimirova, D., & Evans, S. (2018). Sustainable business model innovation: A review. Journal of Cleaner Production, 198, 401–416. https://doi.org/10.1016/j.jclepro.2018.06.240.
  • Gumanti, R. M. (2025). Coffee shop marketing strategy analysis using STP and the Ansoff Matrix: A systematic literature review. Al-Kharaj: Journal of Islamic Economic and Business, 7(4), 3254–3266.
  • Gupta, S., Modgil, S., Bhattacharyya, S., & Bose, I. (2021). Artificial intelligence for decision support systems in the field of operations research: Review and future scope of research. Annals of Operations Research, 308, 215–274. https://doi.org/10.1007/s10479-020-03856-6.
  • Hasibuan, M. I., & Hasibuan, A. F. (2026). Analisis strategi pemasaran Ansoff Matrix dalam meningkatkan penjualan pada usaha Rumah Makan Dendeng Batokok di Jalan Rumah Sakit Haji Medan [Analysis of the Ansoff Matrix marketing strategy in increasing sales at the Dendeng Batokok Restaurant, Jalan Rumah Sakit Haji Medan]. Didaktik: Jurnal Ilmiah PGSD FKIP Universitas Mandiri, 12(1), 127–139.
  • Joyce, A., & Paquin, R. L. (2016). The triple layered business model canvas: A tool to design more sustainable business models. Journal of Cleaner Production, 135, 1474–1486. https://doi.org/10.1016/j.jclepro.2016.06.067.
  • Kotler, P., & Keller, K. L. (2022). Marketing management (16th ed.). Pearson.
  • Kraus, S., Jones, P., Kailer, N., Weinmann, A., Chaparro-Banegas, N., & Roig-Tierno, N. (2021). Digital transformation: An overview of the current state of the art of research. SAGE Open, 11(3), 1–15. https://doi.org/10.1177/21582440211047576.
  • Ministry of Tourism of the Republic of Indonesia. (2026, January 6). Statistik usaha penyediaan makanan dan minuman tahun 2024 [Statistics on food and beverage provision businesses, 2024].
  • Nur'aini, R. D. (2020). Penerapan metode studi kasus Yin dalam penelitian arsitektur dan perilaku [Application of Yin's case study method in architecture and behavior research]. INERSIA: Informasi dan Ekspose Hasil Riset Teknik Sipil dan Arsitektur, 16(1), 92–104. https://doi.org/10.21831/inersia.v16i1.31319.
  • Osterwalder, A., & Pigneur, Y. (2010). Business model generation: A handbook for visionaries, game changers, and challengers. John Wiley & Sons.
  • Pearce, J. A., II, & Robinson, R. B. (2011). Strategic management: Formulation, implementation, and control (12th ed.). McGraw-Hill/Irwin.
  • Pramesti, N. A., Nugraha, H. S., & Ngatno, N. (2024). Analisis strategi pengembangan bisnis UMKM Singkong Keju Argotelo Salatiga melalui metode Business Model Canvas [Analysis of the business development strategy of the Argotelo Salatiga cheese-cassava MSME through the Business Model Canvas method]. Jurnal Ilmu Administrasi Bisnis, 13(3), 755–764.
  • Putri, N. K., & Tirtadidjaja, A. (2024). Analisis pengaruh tren kuliner terhadap minat beli produk di Lucy Curated Compound Adityawarman [Analysis of the influence of culinary trends on purchase intention at Lucy Curated Compound Adityawarman]. Journal of Innovation Research and Knowledge, 4(3), 1345–1358.
  • Qomaro, G. W., Nasrulloh, N., & Salleh, A. Z. (2024). Leveraging the Ansoff Matrix for strategic growth in packaged food micro-enterprises. Dinar: Jurnal Ekonomi dan Keuangan Islam, 11(1), 51–66.
  • Rahayu, V. P., Astuti, R. F., Mustangin, M., & Sandy, A. T. (2022). Analisis SWOT dan Business Model Canvas (BMC) sebagai solusi dalam menentukan strategi pengembangan usaha kuliner [SWOT and Business Model Canvas (BMC) analysis as a solution for determining culinary business development strategy]. International Journal of Community Service Learning, 6(1), 112–121. https://doi.org/10.23887/ijcsl.v6i1.40965.
  • Rahmawati, Y., Widayati, C. C., & Perkasa, D. H. (2023). Pengaruh cita rasa, harga dan kualitas pelayanan terhadap kepuasan konsumen: Studi kasus pada Resto Street Sushi Cabang Meruya Jakarta Barat [The effect of taste, price, and service quality on customer satisfaction: A case study of Street Sushi Restaurant, Meruya Branch, West Jakarta]. Jurnal Humaniora, Ekonomi Syariah dan Muamalah, 1(3). https://doi.org/10.38035/jhesm.v1i3.71.
  • Rangkuti, F. (2016). Analisis SWOT: Teknik membedah kasus bisnis [SWOT analysis: Techniques for dissecting business cases]. Gramedia Pustaka Utama.
  • Rato, K. W., Pedi, M. A., Ngongo, A. T., Dappa, A., Sogara, M. U., & Lende, A. (2025). Analisis sistem persaingan bisnis kuliner Sirkey Cafe and Resto [Analysis of the competitive business system of Sirkey Cafe and Resto]. Tuturan: Jurnal Ilmu Komunikasi, Sosial dan Humaniora, 3(1), 35–42. https://doi.org/10.47861/tuturan.v3i1.1399.
  • Regina, T., Sugiyono, S., & Hendriyani, M. (2025). Strategi pemasaran digital untuk meningkatkan penjualan UMKM sektor kuliner [Digital marketing strategy to increase sales of culinary-sector MSMEs]. Kompleksitas: Jurnal Manajemen, Organisasi dan Bisnis, 14(1), 7–17.
  • Sarosa, S. (2012). Penelitian kualitatif: Dasar-dasar [Qualitative research: The basics]. Indeks.
  • Sholeh, M. I., & Idris, I. (2024). Keberlanjutan bisnis kuliner di tengah dinamika pasar: Pengalaman Albarokah Chicken [Culinary business sustainability amid market dynamics: The experience of Albarokah Chicken]. Jurnal Dinamika Bisnis dan Kewirausahaan, 1(1), 47–56.
  • Sugiyono. (2011). Metode penelitian kuantitatif, kualitatif dan R&D [Quantitative, qualitative, and R&D research methods]. Alfabeta.
  • Sugiyono. (2013). Metode penelitian pendidikan pendekatan kuantitatif, kualitatif, dan R&D [Educational research methods: Quantitative, qualitative, and R&D approaches]. Alfabeta.
  • Sukarno, B. R., & Ahsan, M. (2021). Implementasi strategi pengembangan bisnis dengan Business Model Canvas [Implementation of business development strategy using the Business Model Canvas]. Jurnal MANOVA, 4(2), 51–61.
  • Sumiyati, S., & Rohman, A. (2022). Analisis persaingan bisnis pada usaha kuliner dalam meningkatkan pelanggan menurut perspektif etika bisnis Islam: Studi kasus usaha bisnis kuliner sate Jl. Niaga Pamekasan [Analysis of business competition in culinary enterprises in increasing customers from an Islamic business ethics perspective: A case study of a satay business on Jl. Niaga, Pamekasan]. Jurnal Kaffa, 1(2), 1–24.
  • Tambunan, T. (2019). UMKM di Indonesia: Perkembangan, kendala, dan tantangan [MSMEs in Indonesia: Development, constraints, and challenges]. Prenadamedia Group.
  • Teece, D. J. (2010). Business models, business strategy and innovation. Long Range Planning, 43(2–3), 172–194. https://doi.org/10.1016/j.lrp.2009.07.003.
  • Tohari, M. A., Muslihun, & Hidayat, N. (n.d.). Strategi pengembangan usaha mikro, kecil, dan menengah berbasis ekonomi kreatif bidang kuliner di Kota Bandar Lampung [Development strategy for creative-economy-based micro, small, and medium culinary enterprises in Bandar Lampung City]. Jurnal Az-Zahra: Jurnal Ekonomi dan Bisnis Islam.
  • Wheelen, T. L., & Hunger, J. D. (2008). Strategic management and business policy (11th ed.). Pearson Prentice Hall.
  • Wibowo, A., Chen, S.-C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer relationship management. Sustainability, 13(1), 189. https://doi.org/10.3390/su13010189.
  • Wijayanti, N., & Hidayat, H. H. (2020). Model Business Canvas (BMC) sebagai strategi penguatan kompetensi UMKM makanan ringan di Kabupaten Kebumen, Jawa Tengah [The Business Model Canvas as a strategy for strengthening the competence of snack-food MSMEs in Kebumen Regency, Central Java]. Jurnal Agroindustri Halal, 6(2), 114–121.

Author Biographies

  • Rischa Meyliana Sari, Universitas Pembangunan Nasional "Veteran" Jawa Timur

    Study Program of Entrepreneurship, Faculty of Economics and Business, Universitas Pembangunan Nasional "Veteran" Jawa Timur, Indonesia.

  • Arief Budiman, Universitas Pembangunan Nasional "Veteran" Jawa Timur

    Study Program of Entrepreneurship, Faculty of Economics and Business, Universitas Pembangunan Nasional "Veteran" Jawa Timur, Indonesia.

License

Copyright (c) 2026 Rischa Meyliana Sari, Arief Budiman

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

This is an open-access journal. All articles are distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Under this license, you are free to:

  • Share: Copy and redistribute the material in any medium or format.
  • Adapt: Remix, transform, and build upon the material for any purpose, even commercially.

Attribution Requirements:
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.

Copyright and Retention:
Authors retain copyright without restrictions and grant this journal the right of first publication under an open-access model. The journal retains non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

Usage Statistics

Similar Articles

View all similar articles