ABSTRACT

The ayam geprek culinary sector in Malang City has experienced rapid growth, accompanied by intensifying competition that necessitates technology-driven operational efficiency. Despite extensive studies on digital transformation in micro, small, and medium enterprises (MSMEs), a significant research gap persists in the development of contextualized and implementable roadmaps tailored to small-scale culinary businesses that remain reliant on manual processes. This gap underscores the urgency of structured digital transformation to ensure business sustainability. The novelty of this study lies in the formulation of a context-specific digital transformation roadmap grounded in the operational realities of a culinary MSME. Accordingly, this study aims to design an integrated digital transformation strategy to address operational inefficiencies in Ayam Geprek Kak Rose. This study adopts the Digital Transformation Roadmap framework proposed by Rogers, encompassing five strategic domains: customer, competition, data, innovation, and value. A qualitative descriptive approach was employed, utilizing observations and in-depth interviews to examine the existing condition (As-Is) and to formulate the desired future state (To-Be). The study produces a Digital Transformation Roadmap comprising two sequential phases: Digital Awareness, which focuses on enhancing human resource readiness, and Digital Adoption, which emphasizes the implementation of an integrated Point of Sales (POS) system with automated inventory management. In conclusion, the proposed roadmap serves as a strategic and actionable guideline, enabling the enterprise to undertake digital transformation in a structured, measurable, and sustainable manner, thereby strengthening its competitive advantage in the digital economy.