Wanandi brothers launch Japanese fast food restaurant
Wanandi brothers launch Japanese fast food restaurant
JAKARTA (JP): Four brothers got together and a restaurant was created. It was as simple as that.
The Japanese fast food restaurant, Dondon, is the venture of the Wanandi brothers (the sons of Jusuf Wanandi, chairman of Centre for Strategic and International Studies): Judi, Ary, Dani and Doni.
The story began when the four went to Singapore and ate Japanese style pancakes at the Marian.
"It was very good. The Japanese crepe is a bit different from the French one, although it is French in origin. They put ice cream with various flavors in it," Dani told The Jakarta Post.
The bells in their heads rang. This is something new and salable, the Wanandi brothers thought. Soon they found out that the Tokyo-based Kibun group offers franchise licenses for the delicacy.
"Through negotiations, we learned that Kibun group is developing its Japanese quick serve restaurant chain outside of Japan, so finally we decided to import it here too. Now the crepe has become one of the menu items offered by Dondon," Dani said.
In Japan, Kibun group operates Japanese fast food outlets under several trade names, including Oden. For its chains outside the country, the name Dondon, which is derived from don buri, meaning dishes served in bowls, is used.
Jakarta's Dondon serves its food in bowls too. Dondon's first outlet outside of Japan, which was opened in November 1993, is located in Manila. Currently, Kibun is also planning to expand its Dondon restaurants to Hong Kong, Singapore, Taiwan and Thailand.
Opened officially last Jan. 8, with capital of around Rp 500 million (US$227,272), the restaurant occupies a strategic site in Jl. Melawai, in the compound of Jakarta's biggest shopping area, Blok M, South Jakarta. The Dondon family restaurant targets Jakarta's middle class market segment.
With the growing number of working couples, the buying power of Jakartans has continued to increase strongly. This has apparently benefited the fast food industry. Five years ago, for example, there were only Kentucky Fried Chicken and other outlets of a similar ilk. Today McDonald's, Pizza Hut, Happy Day, Country Kitchen, Hoka-Hoka Bento, Wendy's and Sizzler have made inroads into what appears to be an ever expanding market.
Variation
Dondon introduces a variation on the theme by offering various Japanese dishes which have become popular. Among the menu items are sukiyaki,tempura, futomaki and fish fillets.
The restaurant is attempting to introduce its new concept of serving fresh food by placing kitchens in all of its outlets. To heighten the Japanese atmosphere, it is decorated with elements of design employing wood, bamboo, pebbles and kimonos. A sumo fighter is its symbol.
"Usually a fast food restaurant isn't furnished with a proper kitchen, so they cook everything in the central kitchen and then supply all outlets with food from the central kitchen. We try to avoid that. All our outlets will be equipped with their own kitchen," Dani said, adding that a Dondon outlet in Kelapa Gading mall in North Jakarta will be opened in April this year.
The food served at Dondon is affordable. The tempura set menu, featuring fried shrimp, fried sweet potatoes and fried vegetables, for example, is sold only at Rp 5,000 (around $2.27) including tax. Package II, which offers a tasty miso shiru soup and futomaki, or rice wrapped with seaweed and stuffed with meat and vegetables, plus a drink, is also Rp 5,000.
"The food is not pricey, because it is a family restaurant where a family can eat together without paying too much. Besides, we want to attract teenagers as well," said Dani, who expects to reach the break-even point in the third year of the restaurant's operation.
He thinks that teenagers will provide a lucrative market for the crepe specialty, which is offered as dessert in various flavors, including strawberry, chocolate, chocolate and peanuts, mixed fruit, mandarin orange and blueberry cheese.
The taste of the food served by Dondon will likely suit the palates of Indonesians because some adjustments have been made to guarantee that.
"We have consulted Kibun. They agreed to adapt the taste because for many Indonesians sometimes Japanese cuisine is too salty," Dani said, adding that based on such a consideration Dondon doesn't serve sushi or any raw fish dishes.
"But, we will keep on watching. If the market has begun to appreciate such a dish, we will cater to that taste, or serve other Japanese food, such as ramen, or Japanese noodles," he said. (als)