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.