Coto Makassar is one of Indonesia’s legendary culinary dishes that has transcended generations. Its thick broth combined with spices and beef is a distinctive feature that makes many people long to enjoy it. Of the many coto stalls in Makassar, Aroma Coto Gagak occupies a special position. It is not just a place to eat, but has become a symbol of culinary journey, family business management, and strategies to maintain quality amid competition. This article will discuss the story of the successful entrepreneur behind Aroma Coto Gagak, from a small business in a cart to becoming a culinary icon of Makassar.
The Long History of the Successful Entrepreneur Behind Aroma Coto Gagak Since 1965
Aroma Coto Gagak was founded by H. Bandu Daeng Kammpayang, a successful entrepreneur who started his business by selling food from a small cart in 1965. This long journey is now continued by the second generation, H. Djamaluddin Daeng Nassa, without changing the authentic taste.
The key to this consistency lies in preserving the recipe and using traditional methods—still using firewood so that the spices are more deeply infused. For loyal customers, nothing has changed since the 1970s. This is what has allowed Aroma Coto Gagak to survive and even grow into a culinary icon in Makassar.
Differentiation Strategy: Not Just Coto
In the business world, survival is not just about selling products, but also about providing an experience. The successful entrepreneurs behind Aroma Coto Gagak understand this well. The recipe has been passed down from generation to generation and is strictly guarded, even as chefs come and go. Cooking with firewood is a unique value that has not been abandoned. From meat to beef offal, everything is served at the same price. With this strategy, Aroma Coto Gagak has successfully differentiated itself from the many other coto stalls in Makassar.
Location and Accessibility
Located on Jalan Gagak, just seven minutes from Losari Beach, Aroma Coto Gagak is an ideal choice for tourists and locals alike. Its easily accessible location makes this stall a must-visit culinary destination in Makassar, especially since it is open 24 hours a day.
Providing Two Atmospheres: Conventional and Semi-Restaurant
One of the interesting business decisions made by the successful entrepreneur behind Aroma Coto Gagak is the division of the dining area into two categories.
- Conventional. The atmosphere is simple, close to the stove, with chairs placed close together. Suitable for local customers who want an authentic atmosphere.
- Semi-restaurant. The atmosphere is more comfortable, with vintage decorations and fans, although there is no air conditioning.
This segmentation is aimed at the 80 out-of-town visitors who need more comfort. With this step, Aroma Coto Gagak not only sells food, but also manages different markets according to customer needs. Unlike most coto stalls, Aroma Coto Gagak, which was pioneered by a successful entrepreneur, implements a direct payment system at the cashier.
Their business philosophy emphasizes honesty, from the parking attendants and waiters to the cashiers. This system creates direct interaction with customers while fostering trust.
Valuable Lessons from the Story of the Successful Entrepreneur Aroma Coto Gagak
From the journey of the successful entrepreneur Aroma Coto Gagak, there are several important lessons in business management.
1. The power of product consistency
Many culinary businesses fail to survive because they are unable to maintain quality. Aroma Coto Gagak shows that authentic recipes and traditional methods can be a strong foundation for maintaining customer loyalty.
2. Meaningful differentiation
The decision to continue using firewood is not just romanticism, but a differentiation strategy. In management theory, clear differentiation will create a sustainable competitive advantage.
3. Smart market segmentation
By dividing the dining area into two categories, Aroma Coto Gagak is able to serve different segments simultaneously. This idea was born from the vision of a successful entrepreneur who understands market needs. Local customers are offered affordable prices and an authentic atmosphere, while tourists are provided with comfort and a more complete culinary experience. This strategy is an example of effective and targeted market segmentation.
4. Maintaining the family business legacy
The transition from the first generation to the second one went smoothly without losing the essence of the business. This is an example of successful succession, something that is often a challenge in family businesses. Fifth, the philosophy behind the business. By promoting honesty as the main value of service, this business is not just about selling food, but also an experience that touches the emotional side of customers.
Aroma Coto Gagak is not just a food stall, but also an interesting case study in family business management, differentiation strategy, and customer experience management. From a small cart to a Makassar culinary icon, the story of this successful entrepreneur teaches us that the keys to success lie in consistency, tradition, and smart adaptation to market needs.
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