The goal of the study was to improve the quality of Bakcang products in Surabaya by identifying customer and company expectations for taste and appearance. The researchers used the Quality Function Deployment (QFD) method to create a House of Quality (HoQ) matrix based on questionnaire responses. Key findings included the need to change packaging materials, provide product information labels, ensure consistent cooking times, use fresh ingredients, utilize social media for promotion, offer price reductions, introduce frozen variations, and open new outlets with better facilities.