ABSTRACT: The number of restaurants in Indonesia, which always increases every year, has led to high competition in the food and beverage industry today. Braga Permai is one of the oldest restaurants in the city of Bandung that has been established since 1918, located on Jalan Braga. The number of more modern cafes and restaurants that have emerged as well as government policies in dealing with the COVID-19 pandemic have an impact on decreasing sales at Braga Permai restaurants. This study aims to analyze the current state of Braga Permai’s business as the local heritage and propose a new marketing strategy for Braga Permai in dealing with the situation after the COVID-19 pandemic in order to increase sales and optimize its resources. The conclusion of this study resulted in new 7P’s marketing mix strategies for Braga Permai which include: Developing signature products for Braga Permai, working with the government as a means of promotion, optimizing digital marketing & social media, making package menus, and maximizing physical facilities in the outlet’s environment.

KEYWORDS -food and Beverage Industry, local heritage, 7P’s marketing mix, marketing strategy, Braga Permai.