Chi-Chi's makes its debut in Indonesia
Chi-Chi's makes its debut in Indonesia
JAKARTA (JP): When it comes to satisfying gastronomic needs,
Jakartans are quick to embrace new ideas. A recent testimony to
this is the opening of a new Mexican restaurant in Kemang, South
Jakarta.
As the staple food of Mexico is rice, there is practically no
gastronomical barrier to worry about when trying out Mexican
fare.
Already a number of Mexican or Tex-Mex (Texas Mexican)
restaurants operate in Jakarta under such names as Chilis, Amigos
and Mexicana. Even TGI Friday's serves Tex-Mex cuisine.
Noticing the favorable response to Mexican dishes, PT Berkah
Manca Boga, a subsidiary of Kodel Group, is now operating a USA-
based Chi-Chi's Mexican Restaurante in Kemang.
Kodel Group, which invested around Rp 3 billion (US$1,3
million) for the first Chi-Chi's outlet in Southeast Asia and the
225th in the world, not only obtained a franchise to manage Chi-
Chi's Restaurantes in Indonesia but also in Southeast Asia.
Founded in 1976, Chi-Chi's Restaurantes operate in numerous
countries including Kuwait, Luxembourg, Germany, Belgium, Canada
and the United Kingdom.
K.A. Hidayat, president of PT Berkah Manca Boga, said recently
that his company is considering 10 other locations in Indonesia,
such as Bandung, Surabaya and Bali, as well as several others in
Singapore and Kuala Lumpur.
"Since this is our first outlet, we should wait until we're
sure what to do first. Our target is to get to the break event
point within two years and to open other outlets in Jakarta,"
Hidayat said.
He added that Kemang, their first choice, is a strategic and
promising location considering that the area is now growing into
a spot for restaurants.
Familiar
"Mexican food tastes familiar to Indonesian. Besides, in this
area (Kemang), there are many Americans, who are known to like
Mexican cuisine, so I am sure this restaurant will work," Hidayat
said.
Kodel's chairman for trade, industry and investment division
Soegeng Sarjadi expressed his optimism over the food business,
saying that Chi-Chi's cantinas will soon be set up in many
corners of Jakarta and other big cities.
Prices are more or less comparative to other middle-class
restaurants in Jakarta. Guests may expect to pay around Rp 30,000
to Rp 35,000 per person, said Hidayat.
Fajitas, nachos, tacos, grilled burrito, burro and
chimichangas are available here. One type of special beverages is
Nada (an abbreviation of non-alcoholic drinks) which features
Nada Rita, a Mexican Margarita minus the alcohol.
Chicken El Paso, which I had on my visit to the restaurant,
was a big portion served attractively with rice and cheese.
Unfortunately, it was too salty.
My friends had Grilled Tengiri and Chicken Trio and also said
their accompanying rice was too salty.
Mexican Fried Ice Cream is also on the menu.
To standardize food and service quality, experienced trainers
of Chi-Chi's restaurantes trained local employees. A computerized
order system is also used to speed up service.
"Timing is paramount to us. Our target is to serve tortilla
chips only 45 seconds after a guest is seated, the first drink in
five minutes and a meal in 12," said Terrance A. Smith, president
of Chi-Chi's Restaurante International.
Friendly service plays a major role too, said Smith.
"From the time you enter the restaurant, you'll be greeted in
a friendly way by our waiters and waitresses," promised Smith.
However, when a waitress spilled my margarita and a friend's
La Brisa Nada on my dress, my bag and my friend's clothes only a
few minutes before Smith's statement, she didn't bother offering
an apology. Only later, a lady came to apologize. And instead of
getting us new drinks, we were left without any drinks for almost
20 minutes. Finally, when we were asked if we wanted new drinks,
we were too discouraged to try the appealing margarita. (als)