<![CDATA[Rivalries in the increasingly competitive culinary business has urged MSME in food and beverage sector to apply more effective strategies. The objective of this research is to enhance the business performance of Pecel Lesehan Pak Kasto using the human-centered business marketing strategy. The incorporated design thinking consists of empathize, define, ideate, prototype, and testing. The methods above led to the identification that customers do not merely seek physical fulfillment for food they also expect culinary experiences. The developed marketing strategy encompasses strengthening brand identity, enhancing service quality, and creating culinary unique experiences. This study finds that the application of this strategy improves brand awareness, customer satisfaction, and loyalty from both customers and potential customers. This research significantly contributes to the development of marketing sciences by highlighting the importance of human-centered design, particularly in culinary, for formulating effective marketing strategies. Using customers as the main factor for development, culinary entrepreneurs can establish a strong and continuous relationship with their customers and create sustainable competitive advantages. The findings above implied the necessity for culinary businesspeople to update their knowledge about customer needs and expectations as well as to adapt with changes in consumer trends.]]>
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