ABSTRACT : It is essential for Zayurku, a new fast-food business, to execute strong Human Resource Management in line with current circumstances to boost its performance. Zayurku’s startup firm was the focus of this research, which examined the role of human resource management (HRM) in its success Because many food companies are expanding and need a large number of human resources in the area of technology and modern packaging methods. Zayurku can remain competitive in the fast-food industry with the proper application of HRM. Human Resource Management (HRM) is the approach used, encompassing all aspects of staffing, training, remuneration, and labor relations. According to the findings of this study, fast food companies must implement HRM to compete effectively. In order to do so, a training center and research must be established to develop human resources capable of mastering food technology and fast-food processing to meet the demands of both the companies and the ready food ecosystem. Nowadays, fast food rivalry in Indonesia means that Indonesians are looking for healthy, convenient, and profitable ways to eat.

KEYWORD : The role of HR ; Management of human resources ; Human Resource Management, Startup Business, Zayurku.