Texas Chicken Accelerates Expansion, Absorbs Local Workforce

Expansion of the fast-food retail business continues despite consumer purchasing power not yet fully recovering. Business players see several supporting cities still having relatively strong consumption levels.

PT Quick Serve Indonesia (QSI), for example, is continuing the expansion of Texas Chicken by opening a new outlet in Bekasi, amid still challenging economic conditions. This step is the company’s strategy to target markets in cities with stable consumption growth.

Managing Director of PT Quick Serve Indonesia, Julius Evan Kristianto, said the expansion is focused on areas with still developing market potential such as Bekasi. In the last year, the company has opened three outlets in the city.

“We are still expanding in strategic cities like Bekasi. This is the third one in the last year,” said Julius during the opening of the outlet at Summarecon Mall 2 Bekasi on Monday (6/4/2026).

He explained that the company targets opening 6 to 8 outlets throughout 2026. After openings in Medan and Bekasi, the company is still preparing additional new outlets, one of which is in Tangerang. “Overall, we will open 6-8 stores. This is already the second one this year,” said Julius.

According to him, sales performance in Bekasi shows a positive trend even though the economic conditions have not fully recovered. Sales growth was recorded approaching double digits annually. “In Bekasi, we have nearly double-digit sales growth and that is already very good,” said Julius.

He added that the consumption character of the community in supporting areas like Bekasi is still relatively strong. This becomes the main consideration for the company to continue expanding. “Even though the economy is like this, this city is still consumptive,” said Julius.

In addition to driving business growth, opening new outlets also impacts the absorption of local labour. Each outlet absorbs dozens of local workers. “Today we are recruiting Bekasi residents, around 40 people per store,” said Julius.

He emphasised that the recruitment strategy is carried out by prioritising local labour to support the regional economic circulation. “Everything is localised, we do not recruit from outside the area,” said Julius.

This expansion strategy is considered still relevant to maintain business growth. Julius said that product differentiation is also part of the company’s strategy amid competition in the fast-food industry.