Restoran Sederhana facts for kids
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| Private | |
| Industry | Restaurants |
| Founded | 1972 |
| Founder | Bustaman |
| Headquarters |
Jakarta, Indonesia
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Number of locations
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100+ |
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Area served
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Indonesia, Malaysia |
| Products | Padang cuisine |
Restoran Sederhana is a popular restaurant chain from Indonesia. It serves delicious Padang cuisine, which is a special kind of food from the Minangkabau people. The first restaurant opened in 1972. Today, there are more than 100 Restoran Sederhana locations. You can find them all over Indonesia and even in Malaysia.
Contents
The Story of Sederhana Restaurants
How Sederhana Began
The first Restoran Sederhana started as a small food stall. It was opened in January 1972 by a man named Bustaman. He had moved to Jakarta from a place called Tanah Datar Regency. His little stall was in an area called Bendungan Hilir.
Growing the Restaurant Chain
By 1975, Bustaman opened a second restaurant. This one was in Roxy, West Jakarta. He called it "Singgalang Jaya," named after Mount Singgalang. Between 1975 and 1984, he opened five more "Singgalang Jaya" restaurants in Jakarta.
In 1978, the Roxy branch closed because of new buildings. But a new restaurant opened in Rawamangun, East Jakarta. This time, it was named "Sederhana." By 1995, Bustaman was running ten restaurants. The Rawamangun location is now the main Sederhana restaurant.
Expanding Across Indonesia
The first Sederhana restaurant outside Jakarta opened in Surabaya in 1996. In 1998, someone in Surabaya wanted to open their own Sederhana. This is how the company started "franchising." Franchising means other people can open a restaurant using the Sederhana name and recipes. This helped Sederhana open restaurants in many new cities outside of Java.
To make sure all restaurants tasted the same, Sederhana had a central kitchen. This kitchen in Ciledug made all the special spice mixes. The name "Sederhana" became a registered trademark in 2000. This means the name is legally protected.
How Sederhana Operates Today
Sederhana's Popularity
Restoran Sederhana is very popular in Indonesia. A study in 2008 by The Jakarta Post said it was the most popular fast-food chain. Later, in 2018, a study by Roy Morgan Research found it was still the most popular restaurant chain. It had 28.4 million customers between 2017 and 2018.
Sederhana is especially popular outside the Greater Jakarta area. In Jakarta, international fast-food chains like KFC are more common.
Locations and Employees
By late 2020, there were over 100 Sederhana restaurants. This includes three locations in Malaysia. The company employs about 3,000 people.
Gallery
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A Sederhana location in West Jakarta
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A Sederhana location in Madiun
