10 Proven Strategies to Boost Revenue at Your Warung Pecel Lele

Warung pecel lele, or pecel lele stall, is one of Indonesia’s most iconic street food experiences. 

These late-night roadside eateries serve crispy fried catfish with sambal and rice. 

Found in almost every city, warung pecel lele is loved for its distinct taste, affordable price, and hearty portions.

Despite the many competitors, pecel lele stalls remain highly relevant. Stable consumer demand, relatively low operating costs, and a wide market make this business very promising. 

With the right strategies, the revenue of a warung pecel lele can steadily grow over time.

Understanding the Warung Pecel Lele Concept

Warung pecel lele has a long history in Indonesia, especially originating from Lamongan. 

Many Lamongan-style stalls have expanded successfully and become role models for culinary entrepreneurs in other regions.

Typically, a warung pecel lele is simple: a blue or orange tent, plastic chairs, and long tables are a common sight. 

Despite this modest setup, it has become synonymous with affordable late-night dining.

Recently, a new trend has emerged. Some business owners are introducing modern pecel lele stalls with neat tents, aesthetic lighting, and even staff uniforms. 

This approach attracts younger customers who enjoy dining while also taking photos for social media.

From a business perspective, the capital needed to open a pecel lele stall is relatively small, but the market potential is huge, reaching all income levels. 

With proper strategies, this business can grow rapidly and even compete with other popular foods.

Read more: Modern Warmindo Innovation! Here's How to Get More Attention to Your Stall

10 Strategies to Increase Revenue at a Warung Pecel Lele

Source: instagram.com

Increasing sales is not just about expanding the menu. It requires creative approaches to make your stall stand out, be more recognized, and remain a top choice for customers. 

Here are ten effective strategies:

1. Dare to Be Different

Most roadside pecel lele stalls look alike. To stand out, create a unique identity, whether through a catchy brand name, bold tent colors, or a modern concept. 

Small details like stainless steel utensils or background music can make a lasting impression.

2. Offer Something Unique

Customers return when they find something only your warung pecel lele offers. 

Try innovative dishes like crispy catfish, sambal with varying spice levels, or meal boxes for busy customers. 

These small innovations create memorable dining experiences.

3. Build a Story Behind the Stall

Storytelling is a powerful marketing strategy. Share how your pecel lele stall began, whether inspired by family tradition, supporting local farmers, or creating jobs. 

Turn these stories into social media content that inspires and connects with customers.

4. Provide Excellent Service

Tasty food should come with warm service. Greet customers with a smile, remember loyal visitors, and ask for feedback. 

Occasionally, offer small bonuses like free iced tea. This makes customers feel valued and fosters loyalty.

5. Be Active on Social Media

Social media is the modern storefront. Post behind-the-scenes cooking videos, stall ambiance, or customer testimonials. 

Consistency matters more than virality, authentic content often performs better, especially on TikTok or Instagram Reels.

6. Collaborate with Influencers or Food Bloggers

Culinary influencers have a strong influence. Invite them to visit your stall or send your signature dishes for review. 

Honest feedback can expand your reach and strengthen your stall’s image among new customers.

7. Offer Bulk Orders and Online Services

Expand beyond dine-in customers. Provide meal box packages for offices, schools, or events at competitive prices. 

Display a WhatsApp number on your banner and respond promptly.

Also, join food delivery platforms like GoFood, GrabFood, or ShopeeFood. This makes your stall more accessible, especially to those who prefer ordering online. 

Combining offline and online services significantly increases sales potential.

8. Expand Business Knowledge

Managing a warung pecel lele isn’t just about cooking, it’s about business management. 

Learn from MSME training, online seminars, or culinary education on YouTube. Knowledge helps in financial management, inventory control, and marketing strategies.

9. Use Mouth-Watering Visuals

Good food photography boosts customer interest. Ensure proper lighting and neat presentation. 

If possible, collaborate with local photographers or offer meal vouchers in exchange. 

Use these visuals for menus, social media, and promotions to create a professional image.

10. Organize Social Programs and Promotions

Community-based promotions can be both impactful and attractive. For example, a “Friday Blessing” program with free meal boxes or student discounts. 

These initiatives build a positive image, attract goodwill, and introduce your stall to more people.

FAQ About Warung Pecel Lele

1. What makes Lamongan-style pecel lele unique?

Its fresh spicy sambal, crispy fried catfish, and the strong identity tied to the name “Lamongan.”

2. Do pecel lele stalls open during the day?

Most open in the late afternoon until night, but some open at lunch, especially near offices or campuses.

3. Are there dishes other than catfish at a warung pecel lele?

Yes, many stalls also serve fried chicken, duck, tofu, tempeh, or chicken liver and gizzard.

Read more: Getting to Know Street Coffee and Tips to Start the Business

Conclusion

A warung pecel lele is more than just a simple food stall, it’s a business opportunity with significant growth potential. 

With strategies like standing out, storytelling, and leveraging social media, revenue can grow steadily.

In today’s digital era, food businesses also need technology. ESB provides solutions to help modern restaurants and food stalls run more efficiently. 

From integrated POS systems, ERP, online ordering, kiosks, to supply chain management, ESB simplifies operations, speeds up service, and scales your business.

Contact the ESB team today to get the best solution tailored to your needs.