Bakoel Bamboe Launches Dine Together Without Gadgets Campaign to Encourage Consumer Interaction
Changes in digital lifestyle habits have influenced how people dine together. The presence of mobile devices at dining tables is increasingly replacing direct interaction among family members and friends.
This phenomenon has prompted several culinary industry players to reinvigorate the importance of social interaction whilst dining together. Dining tables, previously spaces for sharing stories, are being revived as places for building togetherness.
In response to this phenomenon, Bakoel Bamboe restaurant has launched a cultural campaign titled “One Table, A Million Stories”. The campaign was introduced alongside the opening of a new outlet at Summarecon Mall Bekasi 2 in Bekasi on Friday, 13 March 2026.
The campaign invites visitors to briefly set aside their mobile phones and return to enjoying dining moments with family, friends and colleagues. This effort also responds to changes in communication patterns amid increasingly intense gadget usage.
At each dining table, Bakoel Bamboe provides a special basket for customers to place their gadgets. As part of the campaign, Bakoel Bamboe has also engaged Chef Marinka as brand ambassador. This collaboration also introduces a special menu series titled #BoeatanMarinka, curated to represent the richness of Indonesian culinary flavours.
Ivann Edward, Director of PT Selera Nikmat Nusantara, stated that the collaboration was undertaken to strengthen the concept of dining together as a communication space. “This collaboration presents a special menu series titled #BoeatanMarinka, specifically curated to represent the diversity of Indonesian flavours with the concept of eating at the dining table as a place for communication,” said Ivann.
The menus introduced include Grilled Jimbaran Grouper, Flattened Chicken Satay with Roasted Glutinous Rice, Liwet Rice with Roa Sambal, and Purple Sweet Potato Rolled Pancake as dessert. These menus will be available at all Bakoel Bamboe outlets.
From a business perspective, the opening of the Bekasi outlet is part of the company’s expansion strategy. The restaurant, managed by PT Selera Nikmat Nusantara, now has 28 outlets in various cities across Indonesia.
Bakoel Bamboe began operations in Balikpapan in 2009 and subsequently expanded to several cities including Samarinda, Pontianak, Pekanbaru, Tangerang, Bintaro, Bekasi and Semarang, including the Nusantara Capital area.
The company is also preparing expansion to Palangkaraya as part of plans to expand its restaurant network in the Kalimantan region and other major Indonesian cities.
Primas G Prihanta, Brand & Marcomm Manager of PT Selera Nikmat Nusantara, stated that the “One Table, A Million Stories” campaign is part of the company’s communication strategy that emphasises customer experience.
“Campaigns such as ‘One Table, A Million Stories’ are part of efforts to provide a dining experience that is not merely about enjoying food, but also building emotional connections through stories, culture and togetherness,” said Primas.
The company is also strengthening its marketing strategy through digital channels, collaborations with public figures, and strengthening brand visual identity at each outlet to maintain brand relevance amid changes in consumer behaviour.