Sarimelati Kencana was first established in 1984 as the country franchisee for Pizza Hut restaurants in Indonesia, before subsequently being taken over by Sriboga Raturaya in 2004 as the group’s first venture into the food services industry. Under the guidance of a parent company well-versed in the many nuances of Indonesia’s hospitality sector through years of supplying restaurants and cafes across the country, Sarimelati Kencana has overseen a concerted expansion strategy that now has Pizza Hut positioned as a favourite fast-food chain among local Indonesian consumers. The company currently lays claim to a retail network of 224 Pizza Hut locations spanning the country in its entirety from Aceh in the east to Papua in the west.
Supporting Sarimelati Kencana’s expansive network of Pizza Hut restaurants is an additional 88 Pizza Hut Delivery (PHD) stores, which were first launched in 2007 as a means of introducing the concept of home-delivery pizzas. Such innovation has facilitated further market penetration and opened up new avenues for the brand to serve a local consumer base increasingly driven by convenience.
As testament to its ability to safeguard the Pizza Hut brand image in Indonesia, Sarimelati Kencana has received numerous awards from franchisor Yum! Brands for excellence in marketing and product development. The company is also recognized on an annual basis by Yum!, most recently in 2015, for its service excellence including Asia Franchise Franchisee of the Year, Asia’s Trailblazer Award in the category of supply logistics and in 2005 and 2011 was formally recognized as a World Class Operation.
Prospective investors interested in working with Sarimelati Kencana should take note of the company’s future scope for growth following recent amendments to regulations that now permit franchisors and franchisees in Indonesia with more than 250 F & B outlets to continue to own and manage their own stores (Ministry of Trade Regulation No. 58/2014). Previous laws enacted in 2013 proposed a cap at 250 self-owned and operated outlets and provided companies already over that threshold with five years to comply with the requirement.
For further information pertaining to Sarimelati Kencana, visit its website here.
