Inside Se'Indonesia's Journey as One of Indonesia's Fastest-Growing QSR Brands

Jakarta, 13 November 2025 - The food and beverage industry is one of the most competitive sectors, yet 9 out of 10 businesses fail within five years. The main challenge lies in traditional cooking systems, where every process happens inside the outlet, making it difficult to maintain consistency and meet customer demand for speed and quality.

Learning from these industry challenges, Se'Indonesia was founded in 2022 with a vision to build a more resilient and scalable business model through a centralized kitchen ecosystem that powers every outlet across its network. By identifying menu items that can be centralized, Se'Indonesia achieves higher operational efficiency and consistent product quality without compromising flavor or freshness. Photo courtesy of Se'Indonesia, 2025.

Inspired by se'i, a traditional smoked meat from East Nusa Tenggara (NTT), the brand applies a modern and scalable approach to bring authentic, flavorful smoked beef and chicken meals to more people while maintaining quality while keeping prices affordable.

CEO and Co-Founder, Rinaldi Dharma Utama, saw an opportunity to make premium-quality meals more accessible by using secondary cuts prepared with the se'i method - low, slow, and full of flavor. This approach also addresses one of Indonesia's challenges: the nation's beef consumption averages only around 2 kilograms per capita per year, significantly below the global average of 6 kilograms (Goodstats, 2022), largely due to affordability and access barriers.

At Se'Indonesia's central kitchen, premium meats are slowly smoked to perfection, while fried dishes are prepared using automated systems that ensure consistency, precision, and quality control. Once ready, every meal is packed, stored, and distributed to outlets across Indonesia.

With nearly 90% of the process completed before reaching outlets, each store operates with a streamlined workflow - enabling a small team to serve hundreds of meals per hour, with an average service time of only 30 seconds.

This model allows Se'Indonesia to maintain operational excellence, efficiency, and consistency product at scale, reshaping how quick-service restaurants perform in Indonesia's fast-evolving F&B landscape.

Within three years, Se'Indonesia has become one of the fastest-growing QSR brands in Indonesia. Today, the company operates over 155 outlets across Java, Bali, and Sumatra, serving over 25 million portions to customers nationwide.

Starting from delivery-focused outlets, Se'Indonesia is now expanding its offline presence in Jakarta, Bogor, Bandung, and several other key areas. This format allows customers to explore a broader menu and complete dining experience, including the newly launched Se'i Bakar Madu, a dine-in exclusive menu that offers a richer, more indulgent flavor that elevates the traditional se'i experience.

By the end of this year, Se'Indonesia aims to open its 165th outlets, further strengthening customer touchpoints.

Fueling the Next Chapter
In April 2025, Se'Indonesia raised USD 9.7 million in Series A funding, led by Insignia Ventures Partners.

This milestone allows us to strengthen our central kitchen and supply chain, enhance operational efficiency, and introduce new menu innovations while continuing to make high-quality, affordable meals accessible at scale across Indonesia and beyond.

Recognized for Growth and Impact
Se'Indonesia's journey has been marked by rapid growth and industry recognition.

Most recently, Se'Indonesia was listed in Forbes Asia's "100 to Watch", as the only Indonesian F&B brand featured. Earlier recognitions include being named Top Growing Merchant at the Shopee Super Awards (2023) and one of the Top 10 Mitra Juara by GoFood & GoPay (2024).

These achievements reflect Se'Indonesia focus on operational excellence and its contribution to shaping the future of Indonesia's F&B sector.

Looking ahead, Se'Indonesia is committed to expanding its presence nationwide and beyond, revolutionizing how quality meals become accessible for all.

Se'Indonesia
Pakuwon Tower Jakarta
South Jakarta, 12960

Press Contact:
Vega W
vega.welingutami@seindonesia.co.id

About Se'Indonesia
Founded in 2022, Se'Indonesia is a fast-growing Indonesian quick-service restaurant (QSR) brand committed to redefining everyday meals through real, high-quality protein that's flavorful, nutritious, and affordable. Specializing in smoked beef (Sei Sapi) and smoked chicken (Sei Ayam), Se'Indonesia brings authentic local flavors to modern dining with a signature slow-smoking process.

With over 155 outlets across Java and Bali and more than 25 million portions served, Se'Indonesia continues to expand its presence nationwide - upholding a promise that in everything it does, it has to be #SeiworthyItu.

This release was published on openPR.