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Restoran Sederhana

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PT. Sederhana Citra Mandiri
Company typePrivate
IndustryRestaurants
Founded1972
FounderBustaman
Headquarters
Jakarta, Indonesia
Number of locations
100+
Area served
Indonesia, Malaysia, Singapore, Middle East
ProductsPadang cuisine
Websiterestoransederhana.id

Restoran Sederhana is an Indonesian fast-food restaurant chain serving Padang cuisine which started in 1972, with over 100 locations across Indonesia and branches in Malaysia, Singapore, and Middle East.

History

The chain emerged from a small roadside stall at Bendungan Hilir opened in 1972 by Bustaman, a migrant to Jakarta from Tanah Datar Regency.[1] By 1975, Bustaman had managed to open a second location in Roxy, West Jakarta, but named the location there "Singgalang Jaya" (after Mount Singgalang) instead of Sederhana. Between 1975 and 1984, Bustaman opened a further five Singgalang Jaya branches across Jakarta. In 1978, however, after the Roxy branch was closed due to new property development, a new branch was opened in Rawamangun, East Jakarta, under the Sederhana brand. Bustaman operated ten branches by 1995.[2] The Rawamangun branch is today the chain's flagship location.[3]

The first Sederhana location outside of Jakarta was in Surabaya, opened in 1996. From this branch in Surabaya, the first franchise investor (a second branch in Surabaya) was found in 1998, and the brand began to open locations outside of Java through franchising. The company supplied spice mixes to its branches from a central kitchen in Ciledug.[2] The Sederhana trademark was registered in 2000, and the trademark was enforced in 2014 against a former Sederhana investor who split away from the firm and started a separate restaurant chain in Bintaro.[4]

Operations

According to a 2008 Jakarta Post study, Sederhana was the most popular fast food chain in Indonesia.[5] A 2018 study by Roy Morgan Research found that Sederhana was still the most popular restaurant chain in Indonesia with 28.4 million customers in 2017–2018, due to its popularity outside the Greater Jakarta area where international fast food chains such as KFC were more popular.[6] In late 2020, there were over 100 locations in the chain, including three locations in Malaysia, with 3,000 employees.[7][8]

References

  1. ^ "RM Sederhana, dari Lapak Sederhana menjadi Jaringan Restoran Terbesar". Bisnis.com (in Indonesian). 10 May 2021. Retrieved 10 July 2021.
  2. ^ a b Chaniago, Hasril (2019). Kisah Hidup Haji Bustamam Pendiri Restoran Sederhana (in Indonesian). Yayasan Pustaka Obor Indonesia. pp. 157–170. ISBN 978-602-433-750-6.
  3. ^ "Jakpost guide to Jl. Balai Pustaka, Rawamangun". The Jakarta Post. 16 September 2017. Retrieved 10 July 2021.
  4. ^ "SENGKETA MEREK: RM. Sederhana Bintaro Diharuskan Hilangkan Nama Sederhana". Bisnis.com (in Indonesian). 4 September 2014. Retrieved 10 July 2021.
  5. ^ "More people want to eat out more often, but most aren't able to". The Jakarta Post. 3 June 2008. Retrieved 10 July 2021.
  6. ^ "Restoran Sederhana & KFC battle to be top Indonesian restaurant". Roy Morgan Research. 1 June 2018. Retrieved 10 July 2021.
  7. ^ "Restoran Sederhana, Jaringan Rumah Makan Padang yang Melegenda". Bisnis.com (in Indonesian). 8 December 2020. Retrieved 10 July 2021.
  8. ^ "Lokasi - Restoran Sederhana" (in Indonesian). Restoran Sederhana. Retrieved 10 July 2021.
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