Augmented reality-based packaging innovation as a promotional tool for Dian Catering Surabaya

Ellen Theresia Sihotang (Management Department, Faculty of Business and Economic, University of Hayam Wuruk Perbanas, Jl. Wonorejo Utara No. 16, Surabaya, East Java 60296, Indonesia)
Haekal Ridho Afandi (Visual Communication Design Department, Faculty of Engineering and Design, University of Hayam Wuruk Perbanas, Jl Wonorejo Utara No. 16, Surabaya, East Java 60296, Indonesia)
Putri Wulanditya (Accounting Department, Faculty of Business and Economic, University of Hayam Wuruk Perbanas, Jl Wonorejo Utara No. 16, Surabaya, East Java 60296, Indonesia)
Aditya Ramadhani (Library Department, University of Hayam Wuruk Perbanas, Jl Wonorejo Utara No 16, Surabaya, East Java 60296, Indonesia)

Journal of Community Service and Empowerment
Vol. 6 No. 3 (2025): December

The catering business, as part of the food and beverage service industry, has experienced significant growth, particularly in Surabaya, East Java. One example is Dian Catering Surabaya, which has been operating since 2011. However, the business has not yet reached its optimal revenue, especially in the period following the Covid-19 pandemic. In response to this challenge, the business partner intends to implement a promotional strategy through packaging innovation to more effectively reach potential customers. To support this effort, the community service team from Hayam Wuruk Perbanas University provided a solution in the form of Augmented Reality/AR-based packaging, which enables customers to interact with the business owner via smartphones, enhanced with engaging visual content. The approach used in this program was Participatory Action Research (PAR), which consists of five main stages: preparation, training, assistance, evaluation, and monitoring. These stages received positive responses from the partner and were considered highly beneficial, as the partner gained valuable insights into cost-effective and efficient promotional strategies through the use of AR technology. The implementation of AR-based packaging as a promotional medium is also expected to contribute to an increase in the partner’s average monthly revenue.