The growing market demand for chicken is the basis for daily protein needs of the people in Indonesia, in addition to being easy to cultivate, fast growing and affordable prices. This causes the growth of businesses in the culinary industry to develop very quickly in Indonesia. Especially fried chicken outlets, currently fried chicken sales centers are thriving in small towns and even to remote areas. Al Madinah Fried Chicken is present in the midst of the people of Serang City as a family favorite fried chicken outlet that provides a delicious, nutritious and Halal. Initially, sales in 2018 increased from year to year, but with the Covid-19 pandemic, sales decreased. Moreover, with so many competitors in the market with similar products, Al Madinah Fried Chicken has decided to formulate the right marketing strategy to increase sales. This research uses internal and external contexts to understand the situation of Al Madinah Fried Chicken. Internal analysis using the STP Formulation framework, 7P marketing mix analysis, and Internal Interview. For external analysis using the PESTEL framework, 5 Porter’s Forces Analysis, and Competitor Analysis. Then it is formulated in the SWOT (Strength, Weakness, Opportunity, and Threat) column, then turn to TOWS matrix to fit the solution. The suggestions for improvement are, modified STP formulation for adaptation menus and new customer, pricing strategies, and marketing communication.