| There's an Indonesian proverb that goes: "Ngepul | | | | The youths of Jakarta spend around USD$ 2.12 |
| ora ngepul, yang penting ngumpul." It can be | | | | billion per month on eating and hanging out. |
| loosely interpreted to mean that Indonesians value | | | | Compared to their adult counterparts, they eat |
| family above anything else. Banking on this, | | | | out with more friends, and they eat out more |
| casual-dining restaurant chains targeting families | | | | often. Enticed by this, some family restaurants |
| opened their doors in Indonesia. Yet, many of | | | | started making their decor more hip, cool, and |
| them found floundering revenue and diminishing | | | | "younger." |
| market share. | | | | Resist this temptation! |
| Family restaurants are supposed to be places | | | | The youth market, especially in Jakarta, is a whole |
| where families go to eat. Some restaurants were | | | | different ball game. They speak a different a |
| finding that less and less families were eating | | | | language, through a different medium, about |
| there. In fact, there seemed to be less people | | | | different things than the adults. You've been |
| eating there in general. | | | | learning the language of the parents, and now you |
| Is this really the case? | | | | want to learn a whole new set of language to sell |
| Here's my personal take on the case. | | | | to the younger group with the risk of losing your |
| 1. Calling yourself a "Family Restaurant" won't | | | | core customer group? Stick with your strength, |
| make families come to your restaurant | | | | old man. |
| The successful family restaurants in Indonesia do | | | | 4. Father pays the bill... |
| not call themselves family restaurants. | | | | Prices should not exceed Rp.60,000/per person |
| Restaurants that successfully attract families do | | | | (including drinks). If you're running a marketing |
| not have pictures of families eating, or a playpen, | | | | campaign together with credit card companies, |
| or a kiddy menu, or a sign that says "family | | | | choose a campaign that's most attractive for the |
| restaurant." What they do have are actual families | | | | father. |
| sitting down and eating. | | | | When the bill comes, give it to the eldest man at |
| In Indonesia, these restaurants could be places | | | | the table. |
| that offer traditional Sundanese or Padang food, | | | | 5. ... mother chooses the menu... |
| or Japanese food, or most likely, Chinese | | | | Menu should contain healthy items (beyond just |
| restaurants that focus on seafood. They all offer | | | | salads). No alcohol-90% of the population is Muslim |
| food that slightly exceed diner's expectation, price | | | | after all. When it's time to choose what's on the |
| that's a bit expensive but still falls within the | | | | menu, waiter should consult the mother. |
| reasonable range, and long tables. | | | | 6. ... kids have veto right in restaurant choice |
| It's about providing good food-nothing too "unique" | | | | A teenager is 10 times more influenced by his |
| but special enough that you want to share it with | | | | peers than by his parents, according to a study in |
| your family-and it's about providing a way to | | | | the beginning of this year. You risk being vetoed |
| easily share it-like big enough tables and menu | | | | out if there's a chance the teenager would be |
| items designed to be eaten by more than 2 | | | | ridiculed by his/her friends. So, again, as a family |
| people. | | | | restaurant, you can attract more teenagers by |
| It's not about being a family restaurant. It's about | | | | being "more adult." |
| being a restaurant good enough to take your | | | | 7. Go local |
| family to. | | | | Know your neighborhood. Support local causes. |
| 2. Worry less about costumes, worry more about | | | | Engage in community discussions. |
| what's inside them | | | | Take a page from Subway, who used hand |
| This goes with the above point. When eating out | | | | written signage to empathize with a community |
| as a family, Indonesians go out in groups of 4 to | | | | going through a rough patch of recession, and end |
| 12 people. Gimmicky costumes add no value. | | | | up increasing profits by many folds. |
| Quick, excellent service does. Amusing the kids is | | | | Indonesia's restaurant market is still fragmented. |
| nice, but what we really want is to be served | | | | With enough gumption, opportunities are still |
| without waiting, the order to come out quick and | | | | abound eatery brands to rule a niche. The family |
| correctly, the highchair to be provided without | | | | restaurant niche is still wide open for domination. |
| asking, and someone to hold the door while I help | | | | Avoid the pitfalls, and you'll find yourself with |
| my elderly grandmother up the stairs. | | | | enough marketshare to chew on for years to |
| 3. Sell to the one paying the bill | | | | come. |