Jakarta’s food and beverage sector is witnessing the arrival of a major international brand as Chili’s, the well-known casual dining chain from Dallas, launches its first Indonesian outlet at Tribeca Central Park Mall in West Jakarta.
Founded in 1975, Chili’s has grown to over 1,600 outlets across 30 countries, earning global recognition for its hearty Tex-Mex menu and relaxed dining atmosphere; its debut in Indonesia marks part of the brand’s wider expansion strategy in the Asia-Pacific region, according to regional executives.
The debut Chili’s outlet in Jakarta is operated by Rajafa Boga Group, a local food and beverage company with 15 years of experience, and was strategically located in the Tribeca area of Central Park Mall due to its high foot traffic and ideal space for a flagship store.
Chili’s Indonesia positions itself as a family-friendly casual dining venue under its “Chill & Dine” concept, catering to group outings, family meals, and community gatherings.
Adopting a “no pork, no lard, and no alcohol” policy, the brand seeks to appeal to a broad local audience while maintaining cultural relevance, offering an Indonesian menu that retains its signature identity through dishes such as Big Mouth Burgers (including the Oldtimer and Beef Bacon Burger), Sizzling Fajitas, Hand-Battered Chicken Crispers, and the Molten Chocolate Cake, all adapted to local dietary preferences.
In addition to offering new dining options, the brand’s entry into Indonesia is being positioned as a boost to local economic activity, with the launch creating jobs and reflecting the group’s confidence in the country’s business climate, according to Bestari, who emphasized the importance of entrepreneurial optimism and contributing to economic recovery.
Rajafa Boga Group is a diversified holding company operating across Indonesia and the broader region, with a portfolio encompassing office real estate, property development, food and beverage, healthcare, and consultancy services.
(Source: Marketing Interactive)
