| This study aims to analyze the feasibility and business strategy of Nasi Kepal Angkringan, an innovative food business based on corn rice as a healthier alternative to white rice. The research employed surveys and interviews to identify consumer preferences, business model analysis, SWOT, and financial projections. Findings show that consumer interest in corn rice is high despite limited awareness, with 72% of respondents willing to try the product. The business demonstrates financial viability with a positive Net Present Value (NPV) of Rp190,451,776 and a payback period of 1 year 4 months. This indicates that Nasi Kepal Angkringan has strong potential to grow sustainably in the urban culinary market. |