Identification of Service and Pricing Factors at a Padang Restaurant

Campus restaurants offer benefits to students who live on campus, live with their parents, or live in boarding houses, and they present opportunities to other businesses in the area. However, running a business as a food-service entrepreneur can be challenging because one needs an understanding of the restaurant business and an appreciation of the value of menu innovation. Small Business Trends (2011) reported the following: “The most appealing elements of business (at least for me right now) are innovation, connection, and courtesy.” Therefore, various strategies related to service and pricing need to be determined to run a restaurant. A small business entrepreneur is defined as an individual who establishes and manages a business for the principal purpose of profit and growth (Carland et al., 1984; Yallapragada and Bhuiyan, 2011). This study describes how Padang restaurant entrepreneurs near the Universitas Indonesia campus and the area surrounding another university near Depok City implement service and price policies for a clientele of students on limited budgets.