Targeting Premium Consumers, Sarimelati Kencana Launches Pizza Hut Ristorante

Jakarta – PT Sarimelati Kencana Tbk (PZZA) is expanding into the premium consumer segment through Pizza Hut Ristorante. The Pizza Hut licensee in Indonesia is introducing a more upmarket restaurant concept featuring authentic Italian cuisine.

Head of Brand and Innovation Astari Fitriani said Pizza Hut Ristorante targets the premium market with authentic halal Italian offerings. “From last year when we first created Ristorante, we indeed aimed for the premium market,” she said when met in Jakarta on Friday (27 February 2026). “What we want to offer is the experience inside—the menu, presentation, and taste—because it’s completely different,” she added.

Pizza Hut Ristorante features Neapolitan pizza cooked in a wood-fired oven. “It’s truly manual work from the chef, prepared one by one,” she explained. Astari noted the company maintains quality standards and menu authenticity. “There aren’t many premium Italian restaurants in Jakarta that are halal-certified,” she said.

From a business perspective, Pizza Hut will focus on store renovations over the coming year. “We have quite a significant number of outlets spread across Indonesia, and we’re also identifying several areas where we may need stronger presence,” she explained. This approach aims to present a fresher concept to consumers. The company is also preparing a major brand campaign for April.

Pizza Hut currently operates over 500 outlets spread from Aceh to Merauke.