Analisis Perubahan Ciri Tradisional Menu di Restoran Franchise Marugame Udon di Jepang dengan Restoran Marugame Udon di Indonesia

Abstract

This study aims to analyze the changes in traditional characteristics within the Marugame Udon franchise menu in Japan and Indonesia. The research utilizes data collected from branches in Naha, Japan, and Medan, Indonesia. Using a qualitative descriptive approach, data were gathered through document studies of menus available on the official Marugame Udon Japan website and direct observations conducted in Medan. The results of the study indicate that there are changes in the traditional features of the menu between Marugame Udon restaurants in Japan and Indonesia. Significant adaptations for the Indonesian market were observed, such as modifications to the soup and the addition of toppings tailored to local tastes. Exclusive menu items, such as “Tori Baitan Udon,” were not found in Japan, reflecting cultural and flavor differences. These adaptations demonstrate the franchise’s international flexibility while retaining core elements such as handmade udon and the open kitchen concept. At the same time, menu consistency is maintained to preserve brand identity.The study concludes that these changes represent a form of cultural cross-adaptation to enhance acceptance in the Indonesian market while maintaining the original identity of an authentic Sanuki Udon restaurant.