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.