![]() ![]() In fact, there were not many customers and study obligations meant spending more on hiring help.ĭetermined to make his venture a success, the new business owner decided to quit university and dedicate all his efforts to his kebab cart. In 2003 his younger sister lent him the 4 million Indonesian Rupiahs (approximately US$340) to purchase a pushcart, ingredients, and supplies to sell kebabs close to the university, but business did not take off. ![]() Feeling the excitement of realizing his childhood dream, the novice entrepreneur was ready to launch his business – all he needed was some startup capital. "I've always been interested in making extra money from my interests and hobbies," he explained. Financing and commercializationĮven as a child, Mr. Setiono found that the amount used in the kebabs from Qatar would likely be too strong or too foreign for most Indonesians and decided to substitute in some more local flavors. While these spices are well known in Indonesia, Mr. The kebabs that the entrepreneur enjoyed in Qatar are typically seasoned with cardamom (a strong, aromatic spice that comes in green and black varieties) and clove (a common spice in the Middle East that comes from the clove tree). Setiono also found that the flavor of the product needed to be changed to match Indonesian tastes. Not only that, but as Indonesians were not familiar with the distinct taste of lamb the couple decided to use beef and chicken instead. Understanding that the typical size of the taboon bread used in the Döner kebab – 30 centimeters in circumference – could make it a tough sell in his home market, the entrepreneurs decided to make their kebab wraps smaller. The Döner kebab is made with lamb meat (and sometimes veal, beef, or a mixture of these) that is cooked on a vertical spit, after which pieces of meat are sliced off and wrapped together with vegetables and spices in a taboon bread, a type of thin flatbread. Setiono saw were typically the Döner kebab variant from the Republic of Turkey (Turkey). In Qatar, the most popular kebabs that Mr. The first thing they realized was that they needed to adapt kebabs to make them appealing to Indonesians. Nilam Sari, the couple began the process of researching business opportunities, developing products, and devising marketing strategies. As soon as he got home to Surabaya, together with his wife, Ms. Setiono had spotted the great potential of the kebab business during his visit to Qatar. Largely unknown to Indonesia at the time, Mr. ![]() Setiono has transformed Kebab Turki Baba Rafi (KTBR) into an international success, operating more than 1,300 outlets and employs over 2,000 people worldwide across nine countries – Indonesia, Malaysia, the Republic of the Philippines (Philippines), Singapore, Brunei Darussalam, China, Sri Lanka, the Kingdom of the Netherlands (the Netherlands) and Bangladesh. Recognizing the growing popularity of kebab stands and restaurants in urban areas, he decided to try and commercialize it in his home city of Surabaya, the second largest city in the Republic of Indonesia (Indonesia).įrom humble beginnings as a single kebab cart, Mr. On a trip in 2003 to visit his father who was working in the State of Qatar (Qatar), Hendy Setiono, then a university student, was impressed by the taste of kebabs. Kebab – a traditional dish of sliced meat (predominantly lamb but also chicken and beef) with vegetables wrapped in bread and originating in the Middle East. In nearly any large city you are likely to see kebab stands dotting the streets selling the traditional Middle Eastern dish. KTBR is one of Indonesia's top three franchises, competing with popular international brands such as McDonald's, Pizza Hut, and Starbucks. A powerful brand backed by the intellectual property (IP) system and combined with an attractive and successful franchising strategy has turned Kebab Turki Baba Rafi (KTBR) into the world's largest kebab chain, and rapid growth since its founding has allowed Baba Rafi Enterprise to become a multimillion-dollar company. ![]()
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