Coworking Space: A New Requirement at Fast Food Restaurant in Millennial Era

Author

Ryanty Derwentyana Nazhar, M.Ds

Abstrak

The purpose of this study is to conduct a literature review of the phenomena at this time, regarding the emergence of new needs in fast-food restaurants in order to adapt to the needs of the millennial generation as the latest target market. Holding coworking space is one of the answers to anticipate these needs. Providing workspace in fast food restaurants is not uncommon because the initial concept of fast food is to serve and serve quickly, and consumers are just eating and spending a long time there. This research used descriptive analysis method with Richeese Factory and Mc Donalds case studies, as a representative of a fast food restaurant that changed the concept of the visitor area lately. The study found that currently the coworking space area in the fast food visitor area is a new requirement in this era. The activities and needs of millennials now are factors that are considered by fast-food entrepreneurs to create a coworking space area to add new functions to improve their product marketing. So now the functions of consumer space are not only for eating activities but also added work activities. The addition of this activity caused changes in the function of space and also the addition of service functions. The results of this study can be used for further study, as a reference to find the best layout that can be applied in a fast-food restaurant, in the form of space optimization that considers the combination of coworking space and dining area facilities without disturbing the comfort of users, especially consumers.