Business Model Development With Ghost Kitchen Concept: Pathway To Digital Transformation

Entrepreneurship continues to develop along with the times and is one of the pillars of the Indonesian economy. The culinary business is very promising and has great opportunities in Indonesia. The Ghost Kitchen concept has a big chance to develop in Indonesia. The outbreak of the pandemic has made it more convenient for people to order food online. Implementing effective digital transformation strategies is crucial for modernizing and growing a culinary business in today's competitive market. Starting a culinary business with the Ghost Kitchen concept doesn't require a lot of money, so it's easy to implement. The methodology for this study was qualitative. Through surveys and interviews, data was gathered. The format of the interview questions is determined by the Business Model Canvas. When creating survey questions, the empathy map serves as a guide. The survey respondents consisted of thirty customers and were selected by the purposive sampling method (non-probability sampling). Qualitative content analysis techniques were employed in this study to analyze qualitative data. The study was carried out for a year in 2022. Based on the responses to the questionnaire, most consumers expressed interest in purchasing a culinary business that used the Ghost Kitchen concept. Consumers think the idea is creative, useful, and cost-effective, and their opinions are good.