“Premium” Local Food Trend (Martabak Manis and Kue Cubit) – Survey Report

For Indonesian people, who is not familiar with sweet martabak or often called terang bulan?  Who could not recognize kue cubit? These snacks are often found in schools or the street, very well known in West Java and the surrounding area. Both local Indonesian food is very popular almost all Indonesian people. When we observe about these past year there has been a trend martabak sweet and kue cubit. Suddenly these two food are very well known, and came up with a variety of toppings that “unusual”. Where previously these two foods commonly arise with chocolate sprinkles , cheese, or peanut, but it now appears the toppings were very varied, ranging from Toblerone, Nutella, Ovomaltine to green tea / matcha. Rates are priced has increased dramatically compared to normal. This is of course due to the topping “fancy”. To that end, Jakpat wants to know the respondents to this trend, topping what they like. The survey involved 2017 respondents.

We began this survey with curiosity how many respondents have ever eaten either sweet martabak or kue cubit. And we got the answers that the majority of respondents had eaten them, it is answered by 50.22% of respondents.


With the presence of a wide variety of toppings, one thing we are very curious is the responden’s favorite flavor. We asked respondents to choose 10 of their favorite flavor by giving a ranking choice answers we provide. Here are 10 favorite flavor of respondents.


It turns out, cheese is still a favorite

We tried to ask the respondents where they know these foods, 73.33% of respondents claimed to know them from their friends. This premium local food trends just like a snowball because it does not only happen in one city alone. We assume one of its spread through social media. Therefore, we asked the respondents, whether after they buy these foods they upload on social media or not, it turns out 64.87% of the respondents did not upload.



Sweet martabak and kue cubit with variety of toppings are quite favored by the respondents. When we asked respondents whether they would repurchase these “retouch” local foods or not, 82.82% of respondents said they would buy it back. While only 17.18% of respodents said the would back to basic with ordinary toppings of sweet martabak or kue cubit.


For more detail you can download XLS report at the button below. JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gendr,age range, locationby province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.

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