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Hendy Setiono

Owner of PT. Baba Rafi

Hendy Setiono, the owner of PT. Baba Rafi Indonesia (the culinary franchise business from Indonesia), established approximately seven years ago. He founded the business as a student of a university when I was 20 years old. The business, from the beginning until now, has developed to a great extent with three franchise brands, that are Kebab Turki Baba Rafi, Piramizza, and Ayam Bakar Mas Mono. Having a capital of ca. Rp. 4.000.000,- (four million rupiah), he set up the company with his wife. At that time, he didn’t understand the franchise model of business, but being an entrepreneur enabled him to learn a lot about it.

From the brands, now he have around 750 outlet across Indonesia and Malaysia:

1) Kebab Turki Baba Rafi, there are more than 650 operating Outlets in Indonesia and Malaysia,

2) Piramizza with more than 75 operating Outlets in Indonesia,

3) Ayam Bakar Mas Mono, 15 Grilled Chicken Restaurants operating in Indonesia.

Now, there are about 1500 employees in his company, having a various educational background ranging from elementary, junior and senior high school, bachelor to postgraduate. His first franchise brand was Kebab Turki Baba Rafi, and it was the pioneer Kebab franchise in Indonesia.

To run the business in Indonesia, one of developing countries in Asia, he is focused on working out marketing systems, quality of operational systems that already exist, applying the better warehouse system, and also improving the quality of human resources. Now, when his company has 750 outlet across in Indonesia, their next target is to go international and enter the new markets.

In addition, the company often receives entrepreneurship awards not only nationwide but also international ones. As the result, his franchise brands are always in the spotlight in the country and abroad. A few years ago, his business expanded abroad to the neighbour country - Malaysia. And in the nearest future, they will go to other countries.