Hendy Setiono

  • Current company PT. Baba Rafi Indonesia & Baba Rafi Malaysia sdn. Bhd.
  • Country Indonesia
  • Industry Consumer

Kebab Turki Baba Rafi is the pioneer and leading consumer brand for Middle Eastern-inspired fast food in Indonesia, the world’s largest Muslim country. The restaurants sell modified versions of ubiquitous Middle Eastern cuisines, including chicken and beef kebab and shawarma in addition to burgers and hotdogs. Baba Rafi manages 1,145 carts, stands and small store-fronts throughout Indonesia, Malaysia, and the Philippines. By capitalizing on Indonesia’s huge, growing middle class, Hendy aims to become Asia’s leading chain of Middle Eastern kebabs and snacks.

The Baba Rafi team has participated in industry fairs and public events to attract franchise investors. The business has since expanded to over 1,000 locations in fifty cities, with plans to create an international brand of 4,000 domestic outlets and over 200 locations abroad. Baba Rafi employs a franchise model that includes revenue share agreements, value-added corporate services, and streamlined supply chain relationships. Hendy has made quality control a priority, ensuring that each restaurant offers high-quality, halal meals and expertly managed service.

The entrepreneur has won many local and global honors for his business, including a 2009 Ernst & Young Entrepreneur of the Year Award. Recently, Hendy introduced the “Baba Rafi Academy,’’ an educational platform to develop the next generation of socially and environmentally responsible micro-entrepreneurs, many of whom gain professional experience as managers for his stores.

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