His face and his appearance was like a young child. That afternoon, he had a brown batik shirt black trousers. Pretty simple. Not reflected the look of a boss of a company, multi-more than Rp 1 billion per month.
That is the daily appearance Hendy Setiono, chairman of Kebab Turki Baba Rafi Surabaya. By the end of the 2006 edition of Tempo magazine, he was named one of ten figures which assessed options to change Indonesia. Of course, a recognition that pride for Hendy. Moreover, the business that he struggled quite a business that is not familiar. He was still 23 years! Wow, very young for a boss who has 100 outlets in 16 cities in Indonesia.
With a friendly man born in Surabaya, March 30, 1983, was ushered into his office Java Post in commercial Manyar Garden Inn, Semolo Nginden region. "Usually I come to work late in the morning. But, because today there is an appointment with you, I am somewhat meruput came into office, "said Hendy started the conversation.
At that time, the clock was pointing at 11.00. For Hendy, at 11.00 was still fairly early because usually he just entered office more than at 12.00.
He then told the beginning of the business that they do kebabs. Kebab is the typical food Middle East (Middle East) are made of roast beef, blended with fresh vegetables, and spiced mayonnaise, then rolled up in tortillas. Actually, many kebab circulating in Qatar and other Middle East countries.
However, Hendy said, is the most delicious kebab from Istanbul, Turkey. Therefore, he used "trade mark" Turkey to attract prospective customers.
Hendy recounts, in May 2003, he visited his father who served in the oil company in Qatar. During the successful carrying out of the new nation's Asian Games, he met many kebab shops that dijubeli local residents. Because of curiosity, Hendy who claimed hobby eat it and then try the food is delicious when eaten in these hot conditions. "Apparently, it was very tasty. I do not suspect it feels like it, "said the eldest of two brothers pair H Ir Bambang Sudiono and Endah Setijowati it.
Not just a full stomach, then in the minds Hendy mind immediately flashed to open a kebab business in Indonesia. The reason, besides not many such efforts, in Indonesia there are citizens of Middle East descent are spread in various cities.
"People Indonesia is also a lot of hajj or umrah. Normally, they never felt the kebabs in Mecca or Medina. Well, they can eat kebab enough nostalgia in my outlet, "he explained.
"Hence, while in Qatar, I also used the time to hunt kebab recipe. I looked it up in the most crowded kebab shop patrons, "said the wife Nilamsari Hendy, 23, and now have two children, Rafi Darmawan, 3, and Reva Audrey Zahifa, 2, is.
Once back in Surabaya, he immediately set business strategy. The first do is look for a partner. He did not want his business at random. He then met Hasan Baraja, business friend who also happened to be the culinary fun. Initially, they deliberately do trial and error to explore business opportunities and market share.
"Apparently, kebab recipe from Qatar a taste of cardamom and cloves are not strong enough so preferred by consumers. Its size was too big. Hence, we modify the flavor and the right size so that more people familiar with Indonesia, "he said.
September 2003, carts selling kebabs first began operations. Precisely in one corner Nginden Semolo Road, adjacent to the campus and residence.
Why the wagon? Hendy has a reason. "Making the cart cheaper than making a permanent stall. Do not need much capital. Carriage also flexible, removable, "he said.
Problem name of the restaurant Baba Rafi, he admitted inspired the name of her first child, Rafi Darmawan. "Given the name of Mr. Kebab Hendy not really commercial," she said and chuckled.
When it came to him the name of the eldest son, Rafi. "In hindsight, using the name of Baba Rafi, funny taste. Baba means father's, so Baba means father Rafi Rafi. "
Starting a business is not easy. Moreover, to achieve success as they are now. Joy and sadness was felt that the prospective father of three children. "For example, selling money was taken away employees. Many employees are out. Just a few weeks work has been asked out, "he said.
In fact, once a day, because it does not have its own staff, Hendy and wife selling. That day happened to rain. Not many people buy a kebab. Hence, too little income. "The money from selling that day be used to buy food in shops is not enough seafood. Well, it's bitter experience that we always remember, "he said.
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