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)