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This research demonstrates improved competitiveness in Anata Burger using the Business Model Canvas, highlighting the importance of digital marketing and packaging innovations.
This research aims to develop the Anata Burger business by implementing the Business Model Canvas (BMC) to improve competitiveness. The analysis was conducted on nine elements of the BMC through observation, interviews, and sales data. The results show an improvement in product quality and sales of up to 23.21% after implementing modern packaging changes and expanding digital channels such as GoFood and QRIS digital payments. Customers provide positive feedback, but improvements in human resource management and digital marketing are needed for sustainable business growth. This research offers practical guidelines for the management of Burger Anata to refine their business model and market strategy, as well as serving as a reference for other SMEs in adopting innovation and digitalization to enhance competitiveness.
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Idris et al. (2025) studied this question.
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