Nowadays, it seems like no one doesn't know Arief Muhammad or who is usually called Armuh. Yups, Arief Muhammad is a content creator and a young entrepreneur. His success has been recognized by various organizations including Fortune Indonesia's 40 Under 40 and he was even nominated as Nasi Padang Ambassador in 2022 by the Deputy Governor of West Sumatra, Aldy Joinaldy. One of his newest businesses is the Padang Payakumbuah Restaurant which is currently going viral.
Padang Payakumbuah Restaurant has branding with its authenticity and traditional flavors. Arief Muhammad even visited 11 rice fields to look for the best rice and visited 5 Padang restaurants per day in West Sumatra to get the best taste for Payakumbuah. He uploaded this activity via his personal social media account, this is one of Arief Muhammad's strategies for building customer trust and brand image towards Payakumbuah.
Arief Muhammad's strategy in introducing his business to the public is very unique. One of the strategy is to fly the Payakumbuah banner with hot air balloon lanterns for the soft opening. Not many Padang restaurants think of doing this.
Social media is busy discussing Payakumbuah seeing how big the campaign that Arief Muhammad is running has left netizens guessing whether Payakumbuah comes with exorbitant food prices? Don't worry, this is what Arief Muhammad does for segmentation, targeting and positioning (STP).
Arief Muhammad divided Payakumbuah into 3 categories, this aims to cover all groups. Of course there are differences in each category, but that doesn't change the standards of Payakumbuah itself.
1. Restoran Payakumbuah. By presenting a dining service experience, luxurios, exclusive and fairly high prices, this restaurant is targeted to the upper middle class. Some branches even provide valet parking, one of which is in Payakumbuah Gading Serpong.
2. Rumah Makan Payakumbuah. This category has an authentic feel according to West Sumatra Padang restaurants. This restaurant is targeted to middle class people with more affordable prices. One of them is Payakumbuah Ciater, BSD.
3. Warung Makan Payakumbuah. From the name, we can guess that this category is aimed to everyday people and the prices are very friendly. For example, Payakumbuah Karawaci.
With these 3 categories, Payakumbuah can reach the entire community. This has succeeded in making Payakumbuah expand to 24 branches to date and will continue to grow to 1000 branches as targeted by Arief Muhammad.
With recognized successes such as being included in Fortune Indonesia's 40 Under 40 list and receiving an award from the deputy governor of West Sumatra, Arief Muhammad or Arief Muhammad has proven his seriousness in managing his business, including Padang Payakumbuah Restaurant. Arief Muhammad not only runs his business, but also builds a brand image in an innovative way. Payakumbuah has opened many branches, showing that its success lies not only in the authentic taste of its cuisine, but also in Arief Muhammad's smart marketing strategies and business management.