<![CDATA[The bakery and coffee industry in Indonesia has shown rapid growth and become an integral part of urban lifestyle. However, amid intense competition and concept uniformity, innovation that combines traditional and modern values is essential. This study aims to design a business plan for Soes Merdeka Bandung Branch with a heritage-based Bakery & Coffee concept using the Design Thinking and Lean Canvas approaches. The research employed a descriptive qualitative method through market observation and interviews with potential consumers. The results indicate that Soes Merdeka’s main strengths lie in its strong brand image, authentic products, and customer loyalty, while its main weaknesses are limited digitalization and operational efficiency. Development strategies are directed toward menu innovation, digital marketing optimization, and enhanced customer experience. The implementation of SWOT and Lean Canvas analyses supports the formulation of strategies focused on sustainability and brand distinctiveness.]]>
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