<![CDATA[Sales at the Mie Gacoan Cikampek restaurant experienced significant fluctuation between September 2025 and February 2026, declining by 23% from December 2025 to February 2026, indicating consumer saturation and a lack of menu innovation. This study aims to identify consumer needs regarding noodle products, determine priority attributes for product development, and formulate the most effective development strategy for Mie Gacoan Cikampek. A descriptive qualitative approach was employed involving 100 consumer respondents aged 15–30, analyzed through three integrated methods: Design Thinking, House of Quality (HOQ), and SWOT analysis. Results show that the new product concept "Mie Gacoan Mentai" achieved a 96.2% consumer acceptance rate. HOQ analysis revealed that recipe consistency across branches was the highest technical priority (weight 44.29%), surpassing the addition of new toppings (27.14%) and eco-friendly packaging (14.29%). SWOT analysis positioned the company in Quadrant I (Growth Strategy) at coordinates (0.844; 0.710), indicating the need for an aggressive growth strategy leveraging brand strength and affordable pricing. This study demonstrating that strengthening product quality foundations must precede menu innovation for development strategies to be consistently accepted by consumers across branches.]]>
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