<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in economic development; however, many still face challenges related to weak brand identity, low production efficiency, and limited utilization of digital marketing. These challenges were also experienced by Martabak Rindu Rasa 1980, a culinary MSME in Denpasar, Indonesia. This community service program aimed to enhance the enterprise's competitiveness through brand development, production technology improvement, and digital marketing assistance. The program employed the Participatory Action Research (PAR) approach, actively involving the business owner in problem identification, planning, implementation, and evaluation. The activities included designing a visual brand identity, providing production equipment (an industrial hand mixer, food-grade stainless steel containers, a two-burner stove, a high-pressure burner, and food-grade topping containers), as well as mentoring the use of GoFood and TikTok through product catalog photography and promotional content creation. The results showed that the industrial hand mixer reduced dough preparation time from 60 minutes to 30 minutes, significantly improving production efficiency. The implementation of a consistent visual identity across the logo, packaging, receipts, stamps, and food cart enhanced the business's professional image and customer trust, leading to increased orders from government agencies and other institutions. Furthermore, high-quality product photographs improved traffic to the business's GoFood page, while TikTok promotional videos generated thousands of views, resulting in increased likes, followers, and profile visits. Overall, the integration of branding, production technology enhancement, and digital marketing effectively improved the productivity, visibility, and competitiveness of Martabak Rindu Rasa 1980, supporting its sustainable business development.]]>
