Restoran Sederhana is an Indonesian fast-food restaurant chain serving Padang cuisine which started in 1972, with over 100 locations across

Indonesia Indonesia, officially the Republic of Indonesia, is a country in Southeast Asia and Oceania between the Indian and Pacific oceans. It consists of over 17,000 islands, including Sumatra, Java, Sulawesi, and parts of Borneo and New Guine ...

and branches in

Malaysia Malaysia ( ; ) is a country in Southeast Asia. The federation, federal constitutional monarchy consists of States and federal territories of Malaysia, thirteen states and three federal territories, separated by the South China Sea into two r ...

Singapore Singapore (), officially the Republic of Singapore, is a sovereign island country and city-state in maritime Southeast Asia. It lies about one degree of latitude () north of the equator, off the southern tip of the Malay Peninsula, borde ...

, and

Middle East The Middle East ( ar, الشرق الأوسط, ISO 233: ) is a geopolitical region commonly encompassing Arabian Peninsula, Arabia (including the Arabian Peninsula and Bahrain), Anatolia, Asia Minor (Asian part of Turkey except Hatay Pro ...

History

The chain emerged from a small roadside stall at Bendungan Hilir opened in 1972 by Bustaman, a migrant to Jakarta from Tanah Datar Regency. By 1975, Bustaman had managed to open a second location in Roxy,

West Jakarta West Jakarta ( bew, Jakarte Bekulon; id, Jakarta Barat) is one of the five Cities of Indonesia, administrative cities of the Jakarta, Special Capital Region of Jakarta, Indonesia. West Jakarta is not Self-governance, self-governed and does not hav ...

, but named the location there "Singgalang Jaya" (after Mount Singgalang) instead of Sederhana. Between 1975 and 1984, Bustaman opened a further five Singgalang Jaya branches across Jakarta. In 1978, however, after the Roxy branch was closed due to new property development, a new branch was opened in Rawamangun, East Jakarta, under the Sederhana brand. Bustaman operated ten branches by 1995. The Rawamangun branch is today the chain's flagship location. The first Sederhana location outside of Jakarta was in

Surabaya Surabaya ( jv, ꦱꦸꦫꦧꦪ or jv, ꦯꦹꦫꦨꦪ; ; ) is the capital city of the Provinces of Indonesia, Indonesian province of East Java and the List of Indonesian cities by population, second-largest city in Indonesia, after Jakarta. L ...

, opened in 1996. From this branch in Surabaya, the first franchise investor (a second branch in Surabaya) was found in 1998, and the brand began to open locations outside of Java through franchising. The company supplied spice mixes to its branches from a central kitchen in

Ciledug Ciledug is a district of Tangerang City, Banten, Indonesia Indonesia, officially the Republic of Indonesia, is a country in Southeast Asia and Oceania between the Indian and Pacific oceans. It consists of over 17,000 islands, including ...

. The Sederhana trademark was registered in 2000, and the trademark was enforced in 2014 against a former Sederhana investor who split away from the firm and started a separate restaurant chain in Bintaro.

Operations

According to a 2008 ''

Jakarta Post ''The Jakarta Post'' is a daily English-language newspaper in Indonesia. The paper is owned by PT Niskala Media Tenggara and based in the nation's capital, Jakarta. ''The Jakarta Post'' started as a collaboration between four Indonesian med ...

'' study, Sederhana was the most popular fast food chain in Indonesia. A 2018 study by Roy Morgan Research found that Sederhana was still the most popular restaurant chain in Indonesia with 28.4 million customers in 2017–2018, due to its popularity outside the

Greater Jakarta The Jakarta metropolitan area or Greater Jakarta, known locally as Jabodetabek (an acronym of Jakarta–Bogor–Depok–Tangerang–Bekasi), and sometimes extended to Jabodetabekjur (with the acronym extended to include part of Cianjur Regency) ...

area where international fast food chains such as

KFC KFC (Kentucky Fried Chicken) is an American fast food restaurant chain headquartered in Louisville, Kentucky, that specializes in fried chicken. It is the world's second-largest restaurant chain (as measured by sales) after McDonald's, with 2 ...

were more popular. In late 2020, there were over 100 locations in the chain, including three locations in Malaysia, with 3,000 employees.

Gallery

Jalan Tanjung Duren Raya.jpg, A Sederhana location in

Restoran SEDERHANA masakan padang, di Mejayan, Madiun, Jawa Timur - panoramio.jpg, A Sederhana location in

Madiun Madiun ( jv, ꦑꦸꦛꦩꦝꦶꦪꦸꦤ꧀, translit=Kutha Madhiun) is a landlocked city in the western part of East Java, Indonesia, known for its agricultural center. It was formerly (until 2010) the capital of the Madiun Regency, but is now adm ...

References

{{reflist Fast-food chains of Indonesia Indonesian brands Indonesian companies established in 1972 Padang cuisine