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The restaurant industry is a prominent sector that garners significant public interest, as food serves as a fundamental daily necessity for individuals. Consequently, the restaurant business is widely perceived as one capable of generating profits relatively quickly. The Cianjur region has witnessed a sustained increase in the interest and engagement in the restaurant business, even in the post-COVID-19 pandemic period. According to data from the Badan Pusat Statistik Cianjur, the number of restaurants in the region increased from 255 in 2020 to 373 in 2023, representing a remarkable 46% growth, as corroborated by the Dinas Kebudayaan dan Pariwisata Cianjur. This substantial expansion in the number of restaurants in Cianjur suggests a corresponding rise in the level of competition within the local restaurant industry.

IBR Restaurant is a Sundanese-themed establishment in Cianjur that offers a diverse menu of food and beverage options. The menu includes dishes such as freshwater fish, seafood, chicken, and vegetable plates, as well as a variety of drinks like juices, blended iced beverages, coffee, traditional Indonesian drinks, and snacks. However, the high number of similar restaurants in the Cianjur region has led to a stagnation in IBR Restaurant's sales performance from January 2023 to January 2024, as depicted in Figure 1. The restaurant recorded its highest total transactions of IDR 274,165,369 with 944 transactions in April 2023, while the lowest total transactions were IDR 145,631,948 with 760 transactions in February 2023.

IBR Restaurant has implemented a membership program for loyal customers to foster increased customer loyalty and repeat purchases. As of January 2024, the restaurant has 87 registered members. Members accumulate points that can be redeemed once a certain threshold is reached. Additionally, IBR has offered discounts up to 35% on online orders placed on weekends. However, this promotional strategy has not significantly boosted the restaurant's average of only 12 online transactions per weekend.

The sales enhancement initiatives implemented by IBR have demonstrated limited effectiveness based on the transaction data depicted in Figure 1. This lack of success may be attributed to the fact that these sales programs failed to account for IBR's customer segmentation. Identifying distinct customer segments can offer substantial benefits to a company, enabling it to design, define, price, and deliver products or services with greater precision, as well as enhance its marketing programs and activities.