TGI Friday's is more than a just a place to eat
TGI Friday's is more than a just a place to eat
By T. Sima Gunawan
JAKARTA (JP): If you think that the grand opening of TGI Friday's took place last Friday, you are wrong. It was on Saturday, when U.S. Ambassador to Indonesia Robert L. Barry officially launched the American Bistro.
The Ambassador? Yes, it was the ambassador who was on stage, well-dressed in his neat suit, giving a brief speech and cutting the tumpeng, the traditional Javanese ceremonial dish consisting of a yellow rice cone.
The presence of a tumpeng was in contrast to the strong American atmosphere of the restaurant, which was cutely decorated with Western things such as large posters of New York streets. There was a combination of red and white stripes: the colors of TGI Friday's which, unfortunately, have nothing to do with this year's 50th anniversary of Indonesia's independence. The food as well as the music was all American. The only Indonesian elements in the place during last weekend's ceremony were the local staff and guests -- and the tumpeng.
Among the VIPs was Minister/State Secretary Moerdiono, who sat next to prominent businessmen Pontjo Soetowo, chairman of the Association of Indonesian Restaurants and Hotels.
Clearly, the market for Jakarta's TGI's Friday's is neither door-to-door salesmen nor low-level civil servants.
"Our target is the middle and upper classes, and all expatriates," Feisol H. Hashim, president of TGI Friday's board of commissioners, said.
TGI Friday's Inc. operates or licenses more than 300 restaurants in 13 countries, with its primary customers in the 21-49 age bracket with an income of between US$20,000 and $50,000. The chain's outlets record 80 million customers a year.
The first TGI Friday's, located on the corner of First Avenue and 63rd Street in New York City, has operated since 1965.
TGI Friday's plan to open 14 restaurants in Indonesia within four years, according to Hashim.
He said that the investment required to open TGI Friday's Jakarta was $2.3 million, which the company expects to recover within three to three-and-a-half years.
The 280-seat TGI Friday's Jakarta is located at The Ascott Building, Jl. Kebon Kacang Raya, Central Jakarta.
Like other TGI Friday's all over the world, the one in Jakarta is designed to be, not just a place to eat, but a place to have fun as well.
"We believe that eating out should be fun," said Merritt A. Crooker, managing director of International Business of TGI Friday's Inc.
In line with this policy, TGI Friday's tries to create a comfortable, relaxing environment -- without live music -- in which guests can have fun while enjoying the food and drink.
A wide variety of both alcoholic and non-alcoholic beverages are available. In response to the growing demand for non- alcoholic drinks, TGI Friday's has introduced Smoothies and Flings, which are quite popular among the customers. Among the favorites is the so-called "Gold Medalist": coconut milk with pineapple, papaya, and orange juice blended with grenadine, strawberries and bananas. It sells for Rp 5,000.
A limited selection of wine and champagne are also served. The price for a bottle of champagne starts at Rp 175,000 for Domaine Chandon Brut. The highest price belongs to the "elegant, balanced and complex" Dom Perignon, which the restaurant sells for Rp 500,000 a bottle.
There is a wide variety of food, ranging from hamburgers and pasta to steaks and seafood. Those who like spicy food can try the spicy cajun chicken pasta from southwestern America, which is only Rp 13,900. Steak lovers might want to try the Rp 26,900 New York strip of "aged-beef, hand-cut and charbroiled to perfection." The 20,900 Jack Daniel's grilled salmon or Rp 10,900 fish and fries are available for those who enjoy seafood.
Crooker said that the restaurants serve not just American food, but Central American food, Mexican American food, Asian American food and European American food.
"'American' refers to a melting pot of many different kinds of food," he said.
Jakarta's TGI Friday's chefs are locals. However, the restaurant has imported not only the recipes, but also the $300,000 American kitchen.