Multi-Brand Awareness Strategy as a Resilience Capital Builder in Indonesia’s Cloud Kitchen Ecosystem: A Case Study of The Daily Company
Keywords:
Cloud Kitchen, Brand Awareness, Multi-Brand Strategy, Resilience CapitalAbstract
This study examines how a multi-brand awareness strategy can shape resilience capital in the cloud kitchen ecosystem in Indonesia through a case study of The Daily Company (DailyCo), which manages more than nine virtual brands without cannibalization. Using a qualitative case study-based approach, data was obtained through in-depth interviews with central management and PICs of four selected sub-brands (DailyBox, BreadLife, Ayam Blenger PSP, and Nasi Tempong PNS). Thematic analysis shows that DailyCo implemented a brand awareness strategy based on strategic centralization (loose-tight structure) with sharp positioning differentiation from the planning stage, intensive utilization of TikTok Shop as the most cost-effective channel in 2025, and long-term influencer collaboration. This strategy successfully activated the six resilience capital clusters according to Rahman et al. (2024), namely human, psychological, social, health, technological, and economic capital, within the dynamic capabilities framework described by Teece et al. (2009). The findings demonstrate that multi-brand awareness is no longer merely a marketing function, but rather serves as a resilience capital multiplier that allows DailyCo to remain expansive (200+ outlets in 25 cities) with 100% internal funding amidst disruptions in delivery platform algorithms and intense digital competition. This research enriches the Indonesian cloud kitchen literature with the perspective that systematically integrated and differentiated brand awareness management is one of the strongest forms of resilience capital for multi-brand virtual restaurant operators in the digital culinary era.References
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. The Free Press.
Adnyana, I. M., & Iswanto, H. (2021). Improving operational management efficiency in the food and beverage industry: A systematic literature review. Open Access Indonesia Journal of Social Sciences, 4(1), 132-142. https://journalsocialsciences.com/index.php/OAIJSS
Aulia Ernawati, F., & Ali, H. (2024). Pengaruh strategi pemilihan pasar, diferensiasi produk, dan aliansi strategis terhadap keunggulan bersaing. Jurnal Siber Multi Disiplin, 2(1), 10-17. https://doi.org/10.38035/jsmd.v2i1.94
Badan Pusat Statistik Indonesia. (2025). Inflasi tahunan (Y-on-Y) (2022=100) menurut kelompok dan sub kelompok 10 penyediaan makanan dan minuman/restoran, 2025. https://www.bps.go.id/id/statistics-table/2/M
Breier, M., Kallmuenzer, A., Clauss, T., Gast, J., Kraus, S., & Tiberius, V. (2021). The role of business model innovation in the hospitality industry during the COVID-19 crisis. International Journal of Hospitality Management, 92, 102723. https://doi.org/10.1016/j.ijhm.2020.102723
DailyCo. (2025). DailyCo website. https://www.daily.co.id/
Dhandy, R., Kristiningsih, A., & Iskandar, R. (2023). Pemanfaatan cloud kitchen dalam mengembangkan model bisnis restoran. Journal of Business Management, 1(1), 29-32. https://doi.org/10.47134/jobm.v1i1.5
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2016). Elements of strategic social media marketing: A holistic framework. https://doi.org/10.1016/j.jbusres.2016.05.001
Fitriyadi, M. D. (2022). Strategi pengaruh diferensiasi dan citra merek terhadap keputusan pembelian kopi Dari Hati Janji Jiwa di Kota Pontianak. J-MD: Jurnal Manajemen Dakwah, 3(2), 24-38. https://doi.org/10.24260/j-md.v3i2.888
Fridayani, H. D., Iqbal, M., & Atmojo, M. E. (2021). Cloud kitchen: Strategy for Indonesian culinary business (SMEs) growth during and post pandemic era. Management Research and Behavior Journal, 1(2), 41. https://doi.org/10.29103/mrbj.v1i2.5128
Gunawan, L., Haryono, S., & Andreani, F. (2021). Social media influencer, brand awareness, and purchase decision among Generation Z in Surabaya. Jurnal Manajemen dan Kewirausahaan, 23(1), 18-26. https://doi.org/10.9744/jmk.23.1.18
Harcourt, H., & Ubaka, O. J. (2018). Brand awareness and market performance of food and beverage firms in Rivers State, Nigeria. International Journal of Business & Law Research, 6(4), 1-10.
Herhausen, D., Miočević, D., Morgan, R. E., & Kleijnen, M. H. P. (2020). The digital marketing capabilities gap: Empirical evidence, managerial shortcomings, and future research streams. Industrial Marketing Management, 90.
Indonesia, B. (2024). Perkembangan properti komersial (PPKOM) triwulan III. Bank Indonesia. https://www.bi.go.id/id/publikasi/laporan/Pages/PPKom_Triwulan_IV_2024.aspx
Juslin, H. (2023). Strategic marketing in the global forest industries. http://www.amazon.com/Strategic-Marketing-Global-Forest-Industries-2003/dp/0970333374
Kanara, Z. (2022). The development and challenges of cloud kitchen in Indonesia post-COVID-19. 415103, 61.
Karam, A. A., & Saydam, S. (2015). An analysis study of improving brand awareness and its impact on consumer behavior via media in North Cyprus (A case study of fast food restaurants). 6(1), 66-80.
Karniouchina, K., Sarangee, K., Theokary, C., & Kübler, R. (2022). The impact of the COVID-19 pandemic on restaurant resilience: Lessons, generalizations, and ideas for future research. Service Science, 14(2), 121-138. https://doi.org/10.1287/SERV.2021.0293
Mawahib, M., Nirmalasari, D., Noviansyah, A., Pratiwi, A. C., & Arsa, D. S. N. (2025). Strategi pemasaran melalui digital marketing pada usaha mikro, kecil, dan menengah (UMKM). NAJWA: Jurnal Pengabdian dan Pemberdayaan Masyarakat, 2(2), 175-186. https://doi.org/10.30762/najwa.v2i2.322
Moleong, L. J. (2004). Metodologi penelitian kualitatif. PT Remaja Rosdakarya.
Nazir, M. (2003). Metode penelitian. Ghalia Indonesia.
Perry, K., & Hill, M. F. (2006). Using thematic analysis in psychology. In V. Braun & V. Clarke (Eds.), Qualitative research in psychology, educational research review, 3(2), 77-101. http://eprints.uwe.ac.uk/11735
Rahman, M. F. W., Kistyanto, A., Roziqin, A., Ridlwan, A. A., & Hermanto, F. Y. (2024). Resilience capital roadmap during and post COVID-19: A recovery-based framework. In Strategies and frameworks for relearning in organizations (December). https://doi.org/10.4018/978-8-3693-6312-6.ch006
Statista. (2023). Leading online grocery delivery brands ranked by brand awareness in the United States in 2024. https://www.statista.com/statistics/1308321/most-well-known-grocery-delivery-brands-in-the-united-states/
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 IBMJ
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
