Developing an English Website for an Indonesian Restaurant to Enhance Customer Experience

Abstract

Restaurant Bersama Jaya is a local seafood restaurant in Malang, Indonesia, well known for its signature dishes such as Rahang Tuna and Cumi Andaliman. Despite its popularity among local customers, the restaurant lacked English-language promotional media to reach international visitors. This study aimed to develop an English website and printed menu descriptions to enhance customer engagement, accessibility, and overall dining experience for foreign customers. The research adopted the Design and Development Research (DDR) approach proposed by Richey and Klein (2014), employing the ADDIE model Analysis, Design, Development, Implementation, and Evaluation as the framework. Data were collected through interviews, direct observation, and expert validation. In the analysis stage, customer needs and branding objectives were identified. The design stage focused on structuring website content and menu layouts. The development stage involved writing and translating menu items into English, designing the website, and formatting the printed menus. During implementation, the website and printed menus were launched and tested by users, followed by expert validation to ensure quality in the evaluation stage. Validation results confirmed that both media were effective, linguistically accurate, visually appealing, and functionally appropriate for promotional use. Overall, this project improved the restaurant’s customer experience and strengthened its marketing communication through English-language digital and printed media.