Micro, Small, and Medium Enterprises (MSMEs) play an important role in encouraging economic equity in Indonesia by encouraging economic growth, encouraging innovation and creativity, and reducing unemployment. Among the various MSME sectors, the culinary business stands out because it is very promising due to the universal food needs. One of the culinary businesses, Roti Bakar Bahagia, located in Medang Lestari, Tangerang Regency, shows significant growth potential but faces challenges in optimizing digital marketing and payment systems. To overcome these challenges, community service activities are carried out to increase the digital presence and digital payment infrastructure of the business. The assistance provided includes designing and making logos, designing and recreating menu lists, creating Google Maps lists, and integrating digital payment systems through QRIS. These efforts proved to be very beneficial, equipping Roti Bakar Bahagia to increase its competitiveness and sustain growth in the dynamic culinary market.

Micro, Small, and Medium Enterprises (MSMEs) show greater flexibility in adapting to market changes compared to large companies. They have the resilience to survive in challenging economic conditions, such as the global economic crisis or pandemic. One of the MSMEs in Indonesia, Dimsum Haochi Bites, shows strong potential in the local culinary market due to its distinctive taste and high-quality raw materials. However, its growth has been hampered by a lack of developed brand identity and limited digital marketing efforts. This community service activity aims to overcome these challenges by assisting Haochi Bites in creating a strong brand identity and expanding its digital marketing presence. The program begins with a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to identify internal and external factors that affect business performance. Furthermore, customized business support is provided, which results in the development of a new business logo and an improved digital marketing strategy through social media. In addition, the team facilitated product innovation by introducing new topping and sauce variants. The results of this community service activity increase the competitiveness of Haochi Bites and increase its market potential in the culinary sector in Tangerang.

Cakwe Cigombong, a micro business located on Jalan Cibogo, Kelapa Dua District, Tangerang Regency, Banten, faces challenges in improving its branding to attract a wider consumer base. An effective branding strategy is very important to support the growth and competitiveness of these MSMEs. This community service activity aims to design and implement branding improvements that are tailored to business needs and conditions. The interventions carried out include the creation and installation of promotional banners, the development of more attractive menu designs, and the integration of the QRIS digital payment system to facilitate transactions. The results show that these efforts increase the attractiveness of the product among consumers. By adopting this branding strategy, Cakwe Cigombong is in a better position to compete and grow in the local market.

This community service aims to increase the competitiveness and visibility of Kedai Gading Serpong MSMEs through the creation of offline promotional media and the addition of locations on Google Maps. Within ± 2 months, the community service team provided promotional assistance in the form of banner redesign, menu creation, and location improvements on Google Maps. Through the planning, implementation, and evaluation stages, the program has succeeded in improving the professionalism and accessibility of store customers. As a result, the increase in visibility and attractiveness of the store can be seen through the installation of banners, menu posts, and the addition of locations on Google Maps. Kedai Gading Serpong positively welcomed this program, showing success in improving promotions and services. In conclusion, the combination of offline and digital promotion is effective in developing MSMEs in the era of fierce market competition.

Increasing brand awareness is an important strategy to foster strong customer relationships, drive business growth, and strengthen the company's position in the market. Continuous brand awareness is very important, especially for Micro, Small, and Medium Enterprises (MSMEs) who want to expand their market reach. Bakso Raja Sapi, an MSME in the food industry, has traditionally operated with a conventional business model, without focusing on marketing expansion. Through observations and interviews with business owners, it is clear that there is a need to increase their brand awareness. This community service activity is designed to address this gap by providing mentoring and practical insights on effective marketing tactics. This initiative aims to equip Bakso Raja Sapi with the necessary skills and knowledge to increase brand awareness. The results of this assistance include the development of visually appealing banner designs, the implementation of price bundling strategies, and the creation and management of social media presence. Community service activities show a substantial increase in the understanding and ability of owners to carry out marketing promotions to strengthen brand awareness. These efforts are expected to make Bakso Raja Sapi able to build a stronger brand identity and increase its competitiveness in the market.