A Business Model Canvas: Traditional Restaurant “Melayu” in North Sumatra, Indonesia

Abstract

The research purpose is to evaluate the business model on the traditional restaurant in Tanjung Pura, North Sumatera, Indonesia. Business Model Canvas (BMC) consists of customer segments, value propositions, channels, customer relationship, revenue streams, key resources, key activities, key partnership, and cost structure. The research method was used qualitative descriptive analysis. The data collected using in-depth interviews. Analysis TOWS is to evaluate the business model on a traditional restaurant. The authors recommend increasing the intensity to visit the restaurant with the privilege of membership. The next recommendation is to collaborate with the new business partners such as banking, e-traveler, e-destination, and e-restaurant. The traditional restaurant enables to obtain the other revenues of the subscription fee and advertising space. Also, the authors recommend registering the food recipes as the intellectual property.