ANALYSIS OF FOOD AND BEVERAGE SALES AT KAFE TIGA RASA BY AMBARA IN GOWA REGENCY

Abstract

This study aims to analyze food and beverage sales strategies and their subsequent impact on revenue performance at afe Tiga Rasa By Ambara, Gowa Regency. The research background is predicated on the phenomenon of significant revenue volatility with a downward trend observed in the second semester of 2024. Financial data indicates a disproportionate revenue mix, where food sales contribution remains relatively low (35%) compared to beverages (65%). The research method employed is descriptive qualitative, utilizing data collection techniques such as direct observation, in-depth interviews, and financial documentation analysis. Data analysis was conducted using the SWOT matrix approach (Strengths, Weaknesses, Opportunities, Threats) to evaluate the effectiveness of existing strategies. The findings reveal that current sales strategies including seasonal promotions, upselling, and 24-hour operations remain suboptimal due to a lack of service standardization, inadequate promotional visual aids, and the absence of differentiated strategies for the night market segment. This study recommends the reinforcement of the servicescape, the implementation of measurable suggestive selling training, and the integration of aggressive digital marketing to enhance the average spend per visitor