Sriboga News | Company
15 December 2022
PT Sarimelati Kencana Tbk (PZZA) is the driving force behind Pizza Hut’s success in Indonesia. The company was founded in 1987 and is a franchisee of YUM International, the owner of the Pizza Hut brand. The company has also been awarded the 'Asia Franchisee of The Year' several times, proving its capability in developing the Pizza Hut brand in Indonesia.
During its 35 years of existence in Indonesia, the company has achieved many things. While the most visible achievement is the distribution of almost 600 Pizza Hut outlets in all regions throughout Indonesia, the company has many more achievements, especially this year.
However, before looking at the achievements and performance of PT Sarimelati Kencana Tbk this year, let's first get acquainted with this company.
PT Sarimelati Kencana Tbk (PZZA) is a subsidiary of PT Sriboga Raturaya. The company was established in 1987 and has been engaged in the consumer foodservice industry. It is the franchisee of YUM International, the brand owner of Pizza Hut.
As Pizza Hut’s main franchisee in Indonesia, the company has the right to develop and operate all Pizza Hut restaurants in the country. After developing the Pizza Hut brand in Indonesia for two decades, the company was acquired by PT Sriboga Raturaya in 2004. Since the acquisition, Pizza Hut outlets have grown rapidly to 100 outlets throughout Indonesia a year later.
In Indonesia, there are two different Pizza Hut concepts, the Pizza Hut Restaurants (PHR) and Pizza Hut Delivery (PHD). Along with this concept, the company provided 3 sales channels: dine-in service, delivery service, and online sales with an extensive network. It believes that its current sales concepts and channels will provide flexibility for sustainable growth.
In providing the best service, the company gives full attention to Indonesian consumers. It continues to innovate in its menu selection by adapting the menu to suit the tastes of the Indonesian people. One of the company's efforts to meet the tastes of Indonesian consumers is to offer a choice of rice menus, considering that rice is the staple food for Indonesians.
Still with the theme of providing the best service for its consumers in Indonesia, the company has successfully obtained halal certification from the Indonesian Ulema Council (Indonesian: Majelis Ulama Indonesia, MUI) for Pizza Hut Indonesia in 1997. This was successfully done by the company without spoiling the authentic taste of each Pizza Hut dish.
In 35 years, PT Sarimelati Kencana Tbk has operated 600 Pizza Hut outlets in Indonesia. The company has achieved many milestones, such as expansion into delivery services and introducing Pizza Hut Delivery (PHD) in 2007. Another proud moment occurred in 2018 when the company succeeded in conducting an Initial Public Offering on the Indonesia Stock Exchange (IDX) with PZZA stock code.
Learn more about Pizza Hut’s journey in Indonesia:
In the previous section, we discussed PT Sarimelati Kencana Tbk and its journey with the Pizza Hut brand in Indonesia. Now, in celebration of the company’s 35th birthday, let's talk about its performance and notable achievements in 2022.
Pizza Hut outlets in Indonesia are increasingly visible, this is a separate achievement for PT Sarimelati Kencana Tbk as the owner of the Pizza Hut franchise in Indonesia. Since being acquired by Sriboga Group, the company has continued to expand its stores consistently every year.
Pizza Hut outlets are evenly distributed throughout Indonesia, including Purwodadi, Merauke, Sidoarjo, Banjarmasin, Makassar, even to Merauke and Timika, Papua. In November 2022, the company succeeded in achieving its target of opening 600 outlets throughout Indonesia.
The achievement of this target was marked by the opening of 3 new Pizza Hut outlets in Makassar. The outlets that were opened were Perintis Makassar outlets, Sangatta East Kalimantan and Luwuk Central Sulawesi. This achievement was celebrated with a ceremony at the Perintis Makassar outlet, the 600th outlet of Pizza Hut Indonesia.
2. New Restaurant Support Center (RSC) Office
Last August, PT Sarimelati Kencana Tbk opened a Restaurant Support Center (RSC) office. The office is integrated with the Pizza Hut outlet in Gatot Subroto, Jakarta. It aims to achieve better efficiency in business activities and operations.
In addition, the company also integrates offices with this outlet to create smooth collaboration between divisions and functions in a new atmosphere and environment. The company wants to facilitate the creation of ideas, innovation, and effective communication by Pizza Hut Indonesia employees.
Along with the inauguration of the new Restaurant Support Center (RSC) office, the company also officially launched the new concept of Pizza Hut for the Gatot Subroto outlet. This new concept is called "Pizza & More". As the name implies, through this concept, the company expands their menu choices by serving other protein-based dishes such as Steak, Fish n Chips, and Grilled Chicken. This concept also has an open kitchen design that has never been applied in other Pizza Hut outlets.
Another achievement of PT Sarimelati Kencana Tbk this year is an increase in sales. As of this year’s second quarter (Q2), the company managed to record an increase in sales of 3.58% per year to a total of Rp1.74 trillion for both segments; food and beverage. The food segment dominated total sales of Rp1.64 trillion, followed by the beverage segment with Rp112.48 billion.
The increase in sales of Pizza Hut Indonesia is expected to continue to increase until the end of this year. PT Sarimelati Kencana Tbk will continue to strive to launch various innovations to achieve customer satisfaction. The company will now begin its 35th year journey in Indonesia with fresh ideas and exciting experiences. If you want to find out more about PT Sarimelati Kencana Tbk and other subsidiaries of PT Sriboga Raturaya, visit our News & Insights section here.