More newcomers with different styles

More newcomers with different styles

I. Christianto, Contributor, Jakarta

The food, beverage and entertainment business has been
mushrooming in the capital, offering greater choice to consumers.

The economic turmoil gripping Indonesia since late 1997 has
severely affected the industry. Many businesses have closed down
or changed their functions.

However, the sluggish situation could mean new opportunities
for some. Many new restaurants, cafes and clubs have recently
entered the market despite the unfavorable conditions.

No wonder the war in the cuisine business has become so
fierce. Only those successfully catering to consumers' tastes
have been able to win their hearts.

In addition to special menus and competitive prices, every
market player is trying to cater to a certain market segment to
enable them to survive. This may include, for example,
introducing not only special menus and services but also offering
a unique atmosphere to lure customers.

Other initiatives aimed at capturing a diverse clientele have
included special events and happenings.

Jakarta currently has more than 3,000 food and entertainment
outlets. Only a few have gained a high profile. They include new
players such as Coffee Bean at Plaza Senayan, Dome at Plaza
Indonesia, Manna Lounge at Taman Ria Senayan, Venue in Kemang,
Buzz Cafi at Alila Hotel in Pecenongan and the Lei Garden Chinese
Restaurant at the World Trade Center.

All venues, including those located in star-rated hotels,
skyscrapers and shopping malls, offer something special in terms
of cuisine, price, music, location, ambience and/or clientele.

So when Jakartans are planning a night out, they are spoiled
for choice. For instance, after finishing dinner at a restaurant,
a group of people might choose to spend some time at Manna
Lounge, a stand alone wine bar, before going to a disco, theme
pub or bar.

"It's called a lounge because we offer sofas aimed at those
wanting to relax to jazz music," said Michael Wijono of Manna
Lounge.

Opened in March last year, the venue positions itself
somewhere between a restaurant and nightclub.

"After having dinner in a restaurant, many people spend some
time at Manna Lounge," Michael said.

He said there were also people who wanted to avoid loud live
music and over-crowded pubs, as well as those interested in
holding meetings outside office hours.

"So they can come to the lounge and unwind. We don't have a
food menu, we only serve drinks and wine, which are our
specialty. The music is soothing and not too loud, which allows
people to chat," he said.

Manna Lounge targets the 21-35 'yuppie' population and tries
to package its wine as a beverage that shouldn't be taken too
seriously and can be enjoyed by a wide range of ages.

"We have some 700 varieties, from the latest vintages to the
very old, including bottles taken from a Spanish shipwreck in the
1800s," Michael said.

Another new place in Jakarta is the Buzz Cafi at Alila Hotel
in Pecenongan.

It has a contemporary, attractive design, and uses the open
kitchen concept, allowing guests to watch the chefs preparing and
cooking their food.

Navila Rahmanina of Buzz Cafi described the venue as a
restaurant with three open kitchens serving Asian, Mediterranean
and Japanese cuisine and occasionally featuring live music.

She said they always tried to keep the ambience fresh,
something sought after by most of the clientele.

"Style and comfort, as well as personal service, have been the
Buzz Cafi trademark. We have created an environment which is
comfortable for everyone," she said.

To retain its image and loyal clientele, Buzz Cafi regularly
holds special events in cooperation with other groups. The events
include fashion dinners, a Valentine's Day party and other
smaller events.

Cafes, restaurants, bars and clubs have to offer not
only good menus but also an appealing atmosphere and
ambience.

Many venues offer special features to fulfill the urban
community's appetite for food and leisure, as food lovers and
party-goers tend to pick cafes and restaurants for the ambience,
the type of crowd, menu and prices in addition to entertainment
and security as well as cleanliness and neatness.