Abstract

Objective: The objective of this study is to investigate the management and growth techniques employed by fast food businesses in Mataram City, with a specific focus on the creative ways used by Banana Vitara to enhance their competitiveness.Approach: A qualitative descriptive technique was employed, which included conducting semi-structured interviews with owners of fast food businesses. The snowball sampling technique broadened the pool of participants, and data were augmented by secondary sources such as business information and pertinent papers.Results: The research emphasizes the significance of marketing campaigns, financial planning, efficient production, and strategic human resource management. Key areas of focus are efficient recruitment strategies, motivation based on performance, manual financial management with intentions for integrating technology, and the creation of inventive menus. Marketing tactics involve partnerships with platforms for distribution and advertising through local media. Novelty: This study offers valuable information on the distinct difficulties and tactics employed by fast food establishments in Mataram. Specifically, it focuses on how these firms utilize local market conditions and improve consumer engagement by introducing novel products and delivery services.Practical Applications of the Research: By highlighting the importance of strategic marketing and internal management techniques for attaining sustainable growth and competitiveness in the food service sector, the study provides insightful insights for fast food entrepreneurs operating in emerging regions.

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