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Menembus Pasar Roti dengan Menghadirkan yang Tidak Ada Menjadi Ada – e-preneur.co
Home / Kiat / Menembus Pasar Roti dengan Menghadirkan yang Tidak Ada Menjadi Ada

Menembus Pasar Roti dengan Menghadirkan yang Tidak Ada Menjadi Ada

Roti Malam

Menghadirkan yang tidak ada menjadi ada merupakan salah satu strategi bisnis, yang mampu memancing perhatian konsumen. Hal itulah yang dilakukan Balian bersaudara, dengan menghadirkan roti yang hanya dibuat dan dipasarkan pada malam hari

e-preneur.co. Banyak jalan menuju Roma. Banyak cara untuk merebut hati konsumen di tengah-tengah pasar yang sudah penuh sesak oleh produk sejenis, semisal roti. Itulah yang terlintas di benak dua bersaudara dari Keluarga Balian, Indra dan Chandra.

Setelah menyelesaikan pekerjaan mereka di sebuah hotel, mereka memiliki cukup banyak waktu luang. Untuk itu, lantas mereka membuat roti dengan harga kakilima tapi rasa (hotel) bintang lima.

Semula, mereka hanya membuat beberapa buah roti. Tapi, tanggapan bagus yang datang dari masyarakat di sekitar rumah sekaligus tempat usaha mereka di kawasan Jakarta Pusat, membuat mereka menambah jumlah roti yang waktu itu (tahun 2005) dijual dengan harga Rp1.000,-/buah, lalu naik menjadi Rp2.500,-/buah itu.

Bahkan, konsumen—yang sudah memesan sebelum adonan dibuat—pun melebar hingga ke Tangerang. Padahal, mereka membuatnya secara minimalis atau hanya menggunakan tangan, tanpa bantuan mesin sama sekali.

“Mungkin, hal itu disebabkan roti-roti kami harganya terjangkau tapi taste-nya hotel berbintang. Di samping itu, roti-roti kami juga fresh from the oven,” kata Chandra Nur Balian.

Konsumen juga dapat melihat langsung dari mulai adonan dibuat hingga disajikan. “Kami tidak menjual roti yang sudah ‘menginap’. Jika roti-roti kami tersisa, kami akan membagikannya kepada masyarakat sekitar,” ungkap mantan karyawan Coffee Shop Hotel Borobudur, Jakarta, itu.

Karya mereka dijuluki Roti Malam. Karena, roti-roti yang memiliki delapan rasa standar itu dibuat dan disajikan pada jam 17.00–19.00.

“Kami tidak menerima pembuatan roti lagi selewat jam itu. Bagi kami, waktu itu sudah maksimal. Karena, dalam sehari, kami membuat adonan sebanyak 2 kg–6 kg (1 kg = 40 buah roti, red.),” ujar alumnus sebuah akademi perhotelan di Lombok, Nusa Tenggara Barat, ini.

Hanya dibuat dan disajikan pada jam 17.00–19.00

Dalam perkembangannya, Roti Malam yang dibangun dengan modal Rp100 ribu–Rp200 ribu itu mampu membukukan omset Rp50 ribu–Rp100 ribu per hari. Selain itu, mendapat tanggapan semakin bagus hingga melahirkan tawaran kerja sama dari konsumen mereka, Anggie Musbandi Putri.

Imbasnya, Roti Malam pun berakhir pada awal 2008. Pada awal November 2008, Roti Malam berubah menjadi semi kafe yang dinamai Moore.

Sama halnya dengan Chandra, Anggie juga melihat bahwa bisnis roti sudah penuh sesak. Tapi, tidak di area ini (Ruko Puri Botanical, Meruya Selatan, Jakarta Barat, red.).

“Di samping itu, saya berpikir, jika Roti Malam yang lokasinya sulit dijangkau saja sedemikian lakunya, tentunya kemungkinan tersebut dapat terjadi pula pada Moore yang lokasinya dekat dengan jalan raya, perumahan, warnet, dan kampus,” pungkas owner Moore ini.

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