Culinary Industry Seeks New Identity as Modernisation Trend Reaches Saturation
PT Selera Nikmat Nusantara is taking a contrarian approach to market pressures by strengthening the traditional visual identity of its Bakoel Bamboe restaurant chain as a differentiation strategy to navigate the flattening culinary market dynamics anticipated in 2026. Rather than following the prevailing trend of modernisation and digitised restaurant aesthetics in shopping centres, the company has opted to reinforce its rustic, village-inspired concept.
Ivann Edward, director of PT Selera Nikmat Nusantara, explained that the brand’s primary focus is presenting a “village atmosphere” as a remedy for urban population’s fatigue with modernisation trends. He argued that excessive modernisation in the food and beverage sector often amounts to superficial visual polishing that neglects consumers’ emotional comfort and wellbeing.
“Many focus on modernisation, but we do not. We want to bring village atmosphere to the city centre through our concept of traditional huts and thatched roofs. Amid modern lifestyle pressures, consumers actually seek places for release and comfort. This is what differentiates us from competitors,” Edward stated in Bekasi on Friday, 13 March.
Beyond concept strategy, Edward also discussed operational realities in Indonesia’s new capital (IKN). Bakoel Bamboe’s presence in IKN represents support for the relocation of civil servants, following direct requests from regulators to provide adequate food facilities.
However, Edward acknowledged significant challenges in maintaining price accessibility in the new region. “In IKN, we adjusted our concept to be more affordable without compromising quality. Logistical issues and population mobility there require us to be more adaptive in daily operations,” he explained.
The recruitment of Chef Marinka, a renowned celebrity chef recognised for her integrity and dedication in the culinary field, represents a strategic move for Bakoel Bamboe to strengthen brand identity. Chef Marinka’s involvement is expected to enrich menu innovation whilst introducing a strong personality capable of increasing brand visibility and deepening emotional connections between Bakoel Bamboe and its customers.
Regarding the trend of food and beverage companies listing on the stock exchange, Edward disclosed that PT Selera Nikmat Nusantara had processed plans for an Initial Public Offering (IPO). However, the company decided to postpone these plans, considering current capital market dynamics and financial regulations.
“We registered, but considering market conditions and several requirements from the Financial Services Authority, we decided to hold back until Indonesia’s financial conditions are genuinely stable. We chose to adopt a wait-and-see approach,” Edward added.
Commercially, he acknowledged that market performance this year has not matched previous year levels. Nevertheless, expansion optimism remains intact with plans to open new branches in Surabaya and Palangkaraya to complement the brand’s dominance across provinces in Kalimantan.