Zeger! Indonesia's Franchise Business Strategy in Facing Dominant Competitors

This study aims to analyze the competitive strategy of Zeger! Indonesia in facing competition in the food and beverage (F&B) industry in Sidoarjo Regency. This research uses a quantitative descriptive approach with SWOT analysis and Importance Performance Analysis (IPA) methods. Data were collected through observation, interviews, documentation, and questionnaires distributed to the owner, supervisors, employees, business partners, and consumers of Zeger! Indonesia Sidoarjo Branch. The results show that Zeger! Indonesia has strengths in affordable prices, menu variety, product quality, and business innovations such as the “Zeger! On The Wheels” program and the use of Artificial Intelligence (AI) in digital promotion. Meanwhile, the company’s weaknesses include limited business development funds and inconsistent service standards among branches. Based on the IPA analysis, the attributes that need improvement priority are service speed, promotional activities, and supporting facilities. Therefore, the company should improve AI-based digital promotion, maintain product quality, increase consumer loyalty, and develop business innovation and partnership systems.