A team from the University of 17 August 1945 (Untag) Surabaya has launched a mentoring program for small businesses in the Gunung Anyar area of Surabaya. The program, which began on Friday, December 5, 2025, aims to improve visual marketing strategies and online reputation.

Hendrik, the owner of Hendrik Fried Chicken (HFC) and a toy store in Gunung Anyar, is one of the program participants. He admitted to previously facing serious obstacles in both offline and online sales.

“We had difficulties with both offline and online sales. The number of customers coming directly to the store kept decreasing, while orders from online applications also weren’t growing. We were confused about what to do,” said Hendrik.

The community service team implemented four main strategies. First, improving product photography using professional lighting and composition techniques. These new photos were uploaded to online ordering platforms like Gojek, GrabFood, and ShopeeFood, as well as social media.

Second, creating new banners with modern design, contrasting colors, and weather-resistant materials to enhance the store’s visual identity. Third, compiling a comprehensive physical menu book complete with photos, descriptions, and prices to make it easier for customers.

Fourth, optimizing the Google Maps profile by updating business information and encouraging customers to leave positive reviews to improve the rating and local search visibility.

Hendrik welcomed the program positively. “The assistance from this community service program has been very helpful for our business. With the rebranding, from more attractive product photos and new banners to a complete menu book, we hope customers will become more trusting and interested in buying,” he said.

The business owner added that he hopes the store can become better known to consumers after implementing the promotional strategies. “We used to think that selling toys didn’t require good digital promotion. After being assisted by the team, we hope the store becomes more well-known and online orders can increase,” he added.

University of 17 August 1945 (Untag) Surabaya

The University of 17 August 1945 (Untag) Surabaya is a private university in Indonesia, founded on August 17, 1958, to commemorate the country’s independence day. It was established to support national development through higher education and has grown into a significant institution in East Java with multiple faculties.

Gunung Anyar

Gunung Anyar is a district located in Surabaya, East Java, Indonesia, whose name translates to “New Mountain.” Historically, the area was developed as a residential and industrial expansion zone in the late 20th century to accommodate Surabaya’s growing population. Today, it is known for its housing complexes, commercial areas, and as a gateway to the city’s eastern regions.

Surabaya

Surabaya is Indonesia’s second-largest city, located on East Java. Historically, it is renowned as the “City of Heroes” for its pivotal role in the 1945 Battle of Surabaya, a fierce and symbolic resistance against colonial forces that helped galvanize Indonesian independence. Today, it is a major industrial, commercial, and port city, blending modern development with historical sites like the Heroes Monument.

Hendrik Fried Chicken (HFC)

“Hendrik Fried Chicken (HFC)” is not a recognized historical place or cultural site. It appears to be a fictional or localized restaurant name, likely a play on the global fast-food chain “Kentucky Fried Chicken (KFC).” Without verifiable historical or cultural significance, it cannot be summarized as a notable landmark.

Gojek

Gojek is an Indonesian technology startup founded in 2010, originally as a call center for ordering motorcycle taxi (ojek) services in Jakarta. It has since evolved into a leading “super app,” providing a wide range of on-demand services including ride-hailing, food delivery, digital payments, and logistics. Its history reflects the rapid digital transformation in Southeast Asia, growing from a local transport solution into a multi-service tech giant valued in the billions.

GrabFood

GrabFood is a popular food delivery service operating primarily in Southeast Asia, launched in 2016 as part of the Grab technology super-app. It evolved from Grab’s core ride-hailing business, leveraging its existing network to connect users with local restaurants for on-demand meal delivery. While not a physical cultural site, it represents a significant modern shift in urban lifestyle and digital commerce within the region.

ShopeeFood

ShopeeFood is a popular food delivery service operating primarily in Southeast Asia, launched in 2019 by the Singaporean e-commerce giant Shopee. It functions as a digital platform connecting users with local restaurants and riders for meal delivery, expanding rapidly by leveraging Shopee’s existing technology and user base in the competitive regional market.

Google Maps

Google Maps is a digital mapping and navigation service launched by Google in 2005, evolving from a basic desktop tool into a comprehensive global platform. It provides detailed satellite imagery, street maps, real-time traffic conditions, and route planning, fundamentally changing how people navigate and explore the world. While not a physical cultural site, it has become a deeply embedded part of modern digital culture and daily life.