The Disparity Between Culinary Trends and Local Preferences

This study aims to analyze the gap between global culinary trends and local culinary preferences in Jakarta, and explore the innovation strategies implemented by culinary entrepreneurs to bridge the gap. The method used is a qualitative approach with data collection techniques in the form of observation, in-depth interviews with local culinary entrepreneurs and consumers, and social media content analysis. The results of the study show that although international cuisine is increasingly popular, especially among the younger generation, local cuisine is still in demand by consumer segments who value cultural values and authentic tastes. The gap arises because of the perception that local cuisine is less modern, making it less attractive to young consumers. The strategies implemented by entrepreneurs to overcome this challenge include developing a fusion food concept that combines local and international elements, improving the visual presentation of food, and utilizing social media for promotion. In conclusion, product innovation and adaptive marketing strategies are key to increasing the competitiveness of local cuisine amidst the dominance of global trends. It is recommended that entrepreneurs maintain their local culinary identity while continuing to innovate in order to reach a wider and more diverse market.