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“Bermain” dengan Modifikasi – e-preneur.co
Home / Inovasi / “Bermain” dengan Modifikasi

“Bermain” dengan Modifikasi

Ayam Bakar Mini

 

Modifikasi merupakan salah satu bentuk inovasi. Dalam bisnis kuliner, biasanya dilakukan agar dapat masuk ke tengah persaingan pasar yang sangat ketat. Seperti yang dilakukan Iwan, dengan Ayam Bakar Mini-nya. Hasilnya, mampu menggaet konsumen hingga menjadi pelanggan tetap

 

e-preneur.co. Dalam bisnis kuliner, inovasi merupakan salah satu cara agar makanan atau minuman yang dijajakan disukai konsumen. Inovasi bisa dilakukan dengan “sekadar” memodifikasi produk yang sudah ada.

Dan, ternyata, cara itu membuat beberapa pelaku usaha di Indonesia berhasil. Salah satunya yakni Wantoro, pemilik Ayam Bakar Mini (ABM).

Amati, Tiru, Modifikasi

“Awalnya, saya pulang kampung ke Pemalang. Di sana, saya melihat ada pedagang ayam bakar tapi bentuknya mini, dengan harga yang mini pula. Dari situ, saya berpikir, mengapa tidak membuat usaha seperti itu di Jakarta. Mengingat, di Jakarta masih langka,” cerita Iwan, sapaan akrabnya.

Lalu, Iwan pun membuka ABM pada tahun 2010. Tapi, dikemas lebih moderen. “Untuk itu, saya membuatnya berdasarkan pengamatan saya di beberapa restoran papan atas, mulai dari pelayanan, citarasa, desain outlet, kebersihan, bahkan logonya. Lalu, saya tiru dan modifikasi,” ungkapnya.

Contoh, ia meniru logo McDonald’s (McD), lantas memodifikasinya dengan tulisan ayam bakar di atas logo, dan mengganti tagline resto cepat saji itu dengan “all lovin’ it!”. “Saya ingin mengangkat ABM, salah satunya dengan menggunakan kekuatan logo itu,” lanjutnya.

Iwan berkaca dari pengalaman beberapa pengusaha lokal lainnya, yang sukses setelah meniru logo beberapa usaha dari luar negeri. Ia tidak gentar, kalau nantinya pemilik brand melakukan somasi. Karena, ia sudah memiliki desain logo cadangan.

Perkiraannya benar. Logo McD yang hanya berganti tulisan itu, menarik perhatian calon pembeli. “Melihat logo ini saja, sudah banyak sekali konsumen yang tertarik. Mereka penasaran, ingin mencoba menu ABM,” ujarnya.

Selanjutnya, sesuai dengan embel-embel “mini” pada ayam bakarnya, ia membandrolnya dengan harga jauh di bawah harga ayam bakar pada umumnya. “Harga yang sangat mini atau murah itu pula yang membuat banyak orang membeli hingga menjadi pelanggan tetap kami,” katanya.

Namun, ternyata, logo dan harga itu belum cukup untuk melanggengkan loyalitas pelanggannya. Kemudian, ia melakukan inovasi di bidang rasa hingga tercapai citarasa yang benar-benar bisa menjadi keunggulan ABM.

“Akhirnya, saya menemukan polesan sendiri yang berbeda dengan para pesaing. Polesan tersebut berasal dari bahan baku tomat, garam, dan gula. Sehingga, di dalam ABM terdapat paduan rasa asam, asin, dan manis,” kata Iwan, yang menanamkan modal awal Rp8 juta di usaha ini.

Alhasil, setahun setelah usaha ini berjalan, Iwan berhasil mengantongi omset bersih yang menjanjikan dari masing-masing outlet-nya. Atau, setara dengan 75 porsi/hari/outlet.

Berbicara tentang prospek ABM, menurut sarjana teknik tekstil dari Universitas Bandung Raya ini, dimungkinkan terus menanjak. “Saya telah mensurvai berbagai usaha ayam bakar. Rata-rata konsepnya biasa-biasa saja. Hanya, mereka merupakan pemain lama. Sehingga, sudah memiliki pelanggan tetap,” pungkasnya.

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