<![CDATA[ABSTRAKRendahnya kapasitas produksi dan keterbatasan strategi branding menjadi kendala utama Warung Makan Bu Ulfa, seorang perempuan, pelaku usaha mikro sekaligus warga miskin binaan Pemkot Surabaya, dalam meningkatkan daya saing bisnis. Pengabdian Kepada Masyarakat (PKM) ini bertujuan meningkatkan kapasitas produksi, memperkuat branding, serta memperluas jangkauan pemasaran mitra. Program melibatkan 1 pemilik warung makan yang didampingi oleh tim dosen dan mahasiswa. Metode pelaksanaan meliputi sosialisasi, workshop pembuatan bakso nangka muda (tewel) serta pelatihan pembuatan berbasis metode DORA (Doing-Observation-Reflection-Action), pendampingan peremajaan peralatan produksi higienis, pendaftaran QRIS, pendaftaran lokasi di Google Maps,. Evaluasi dilakukan melalui pengamatan langsung, tes cita rasa (test food), dan wawancara berkala. Hasil kegiatan menunjukkan peningkatan hard skill mitra dalam diversifikasi produk pangan inovatif, peningkatan soft skill tata kelola usaha dan literasi keuangan digital, serta perbaikan identitas visual usaha. Secara ekonomis, program ini berhasil meningkatkan omzet harian mitra sebesar 67%, yaitu dari rata-rata Rp150.000,00 per hari sebelum pendampingan menjadi kurang lebih Rp. 225.000,00 per hari setelah pendampingan.Kata kunci: Bisnis; Branding; Kapasitas produksi; Kuliner mikro. ABSTRACTLow production capacity and limited branding strategies are the main obstacles facing Warung Makan Bu Ulfa—a woman who is both a micro-entrepreneur and a low-income resident under the guidance of the Surabaya City Government—in improving her business’s competitiveness. This Community Service (PKM) program aims to increase production capacity, strengthen branding, and expand the partner’s marketing reach. The program involves one food stall owner who is mentored by a team of faculty members and students. Implementation methods include outreach sessions, a workshop on making young jackfruit meatballs (tewel), and training based on the DORA (Doing-Observation-Reflection-Action) method, as well as guidance on upgrading hygienic production equipment, QRIS registration, and listing the location on Google Maps. Evaluation is conducted through direct observation, taste tests, and periodic interviews. The results of the program demonstrated an improvement in the partners’ hard skills regarding the diversification of innovative food products, an enhancement of their soft skills in business management and digital financial literacy, and an improvement in their business’s visual identity. Economically, this program succeeded in increasing the partners’ daily revenue by 67%, from an average of Rp150,000.00 per day before the mentoring to approximately Rp225,000.00 per day after the mentoring.Keywords: Branding; Business; Cullinary; Micro; Production capacity.]]>
