Bisnis Makanan: Profil, Prospek, dan Harapan Konsumen (Studi Kasus Sentra Wisata Kuliner (SWK) Bratang Binangun Surabaya, Jawa Timur) Food Business: Profile, Prospects, and Consumer Expectations (Case Study of Bratang Binangun Culinary Tourism Center (SWK) Surabaya, East Java)

Adzim, Ellip Fauzan
Hidayat, Syarif Imam
Laily, Dona Wahyuning

Jurnal Ilmiah SOSIO AGRIBIS
Vol 25, No 1 (2025): Jurnal Ilmiah Sosio Agribis Vol 25 No 1

Sentra Wisata Kuliner (SWK) Bratang Binangun in Surabaya is a culinary hub that attracts many visitors, both local and tourists, due to its diverse range of affordable food and beverages. This study aims to analyze the profile, prospects, and consumer expectations at SWK Bratang Binangun, as well as formulate a business development strategy using the Boston Consulting Group (BCG) analysis. The findings show that the profile of SWK Bratang Binangun includes complete facilities such as internet access, toilets, and cleanliness that support the comfort of visitors. The prospects for SWK Bratang Binangun are very positive, supported by its strategic location and high demand for affordable, quality food. Consumer expectations focus on food quality, cleanliness, affordable prices, menu innovation, and good service. The BCG analysis revealed that the food category holds a dominant position with high market growth, placing it in the "Stars" quadrant with a relative market share of 1.67, while the beverage category falls under the "Question Marks" quadrant with higher growth potential but a smaller relative market share of 0.60. Based on these findings, it is recommended to improve innovation in the beverage category and maintain the quality of service and menu development in the food category to sustain competitiveness. Keywords: SWK Bratang Binangun, Profile, Prospects, Consumer Expectations, BCG Analysis.