C O M PA N Y

PROFILE
OVERVIEW ON THE WORLD’S
BIGGEST KEBAB CHAIN

BABA RAFI
ENTERPRISE 2018
 Introduction
A LITTLE INTRODUCTION TO OUR COMPANY

Kebab Turki Baba Rafi (KTBR) is the largest kebab chain in

the World. Kebab is one of the most popular fast food
around the world but still there is not global player in kebab
business. Baba Rafi team has ambitious to change it.
KTBR has over 1300 franchise and self-own outlet around
Indonesia and more than 60 outlets in 8 countries such us:
Malaysia, Phillipines, Srilanka, China, Singapore, Brunei,
Netherlands and Bangladesh.
KTBR is a pioneer in Indonesian franchise business and
absolute leader in kebab market and in chained street food
in Indonesia.
KTBR have been awarded by prestigious organizations
around the world such us: EY Enteprenour of the Year
2009(Indonesia), “Asia’s Best Entrepreneur Under 25 Years” -
by Business Week, US Goverment, Forbes.
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Inspire
HOW TO LEAVE YOUR PRINT AND BE ALWAYS
SEEN A SUCCESS MODEL

Baba Rafi has always brought innovation in street

fast food since day one of it’s existence. Making it
one of the most recognizable companies in
Indonesia and leader in the market. Hendy Setiono
(Founder and CEO) represent a role model for the
young entrepreneur who share the dream of
growing their business to world wide scale starting
from ground 0..
 Company birth
In 2003, 20 years old Hendy Setiono coming back
from his trip to Qatar opens first non branded push-
cart with kebab in his home town Surabaya. Probably
first kebab in Indonesia. In 2005 Baba Rafi starts to
franchise business. In 2008 after fast growth in recent
years Baba Rafi becomes significant player in
Indonesian food business. Baba Rafi Head Quarter
moves to Jakarta. In 2009 Hendy Setiono receives EY
Entrepreneur of the Year award In 2012 Baba Rafi
opens first international outlets in Malaysia.
Baba Rafi nowadays is top 3 in brand awareness in
Indonesia, it is continuously perceived as an example
of success and strong motivation.
The company owns several F&B brands such as
Conainter kebab, Waroeng mee and Foresthree.
The goal is to consolidate it’s position as a leader in
market and adapt to costumer needs true continuous
innovation.
History
A LITTLE HISTORY OVERVIEW
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Meet our team

MORE QUALITY LESS QUANTITY

Hendy Setiono Indra Sukmanahadi Khalil Idaoumahmoud Erwin Prasetyo

CEO General Manager International Manager Branch Manager
Founder of the company. In Baba Rafi since 2005, Indra With graduation in Germany 2008 joined at PT. Baba Rafi
Started in 2004 with 2 is currently responsible for the and several experiences Indonesia with the initial
pushcart to grow to 1300+ management of the largest around Europe, Khalil moved position as logistic manager in
Outlet all over the world. kebab franchise worldwide. to Indonesia to handle to Surabaya. Since 2010 he was
international division at Baba appointed as a Surabaya
Rafi. Branch Manager.
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Our phillosophy
WHAT MAKES US WHO WE ARE AMONG OTHER KEBABS IN THE
WORLD

We mix traditional kebab recipes with modern approach.

We try to be the most innovative kebab and fast food in the
world to satisfy customers and follow new trends. Our R&D
division is one of the most important divisions in our
company. We already have international patents for our
unique packages and recipes. Every year we introduce new
items into our menu. Baba Rafi is much more than just
regular kebab outlet. We customize our menu for every
country in cooperation with Master Franchisors, R&D
department and external experts.
Vision and 8

Mission
• VISION
VISION, Describes Where We Are Going. Knowing where
we are headed and what we want to become provides
clarity of purpose and inspiration. Our Kebab Turki Baba
Rafi Vision:

We strives to be the largest, the profitable and the most

influential kebab chain in the world

• MISSION

MISSION defines why we are here. Knowing why we exist

creates a common purpose that brings every employee,
regardless of role or affiliation, together to achieve our
Kebab Turki Baba Rafi Mission :

We strive to be the world's biggest kebab chain by

upholding high quality affordable meals with superior
service to our franchisees and customers.

We are also devoted improving our human resources and

consistently implementing socially responsible programs
that support our communities and stake holders

Empowerment
We believe in empowering our
people working within the
organization, based on trust and
competence within the corporate
system which leads towards
achieving higher self esteem
productivity
Our core Values
WHAT MOTIVATES US!
Entrepreneurship
We believe in building an
entrepreneurial spirit to drive
motivation, creativity and
endurance at all levels of the
workforce which in turn leads to
excellence in innovation and a
result-oriented culture.
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Excellence Empathy
We believe in striving for We believe in caring and
excellence in everything we do, compassion as a foundation for
from products to services and our Group's social responsibility.
from ideas to implementation to
.
benefit communities that we
work and live in.
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Uniqueness
DARE TO BE DIFFERENT!

Black kebab Unique packaging Container concept

Baba Rafi always excels and lead Our packaging has a special way New type of kebab outlet like you
true innovation, the first and of opening and pulling up the have never seen before, stop by
unique black tortilla kebab in the kebab. Baba Rafi holds a patent for take away or get inside for a
market. on this innovation. seat in the container 2.0
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Our Mision
ULTIMATE POWERPOINT PRESENTATION

New concept
Bring the attention of your customers over a key concept
using a unique style
We are Already here!
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SOON EVERYWHERE…
Our menu
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THE TASTE OF AUTHENTICITY

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Our outlets
THE KEY OF OUR SUCCESS

INDOOR OUTLET OUTDOOR OUTLET

Indoor Container Kebab style (Black and yellow colors) restaurant Container Kebab in Surabaya opened (25 hours) stop, eat in share
outlet opened in 2016, Dhaka, Bangladesh 2017.
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KTBR Outdoor
THE MOTHER BRAND

Outdoor pushcart Outdoor pushcart Outdoor booth

New pushcart design, easy setup First pushcart design, easy setup Outdoor booth available in various
cities usually at the hearth of the
neighborhoods or near the main
streets
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KTBR Indoor
THE MOTHER BRAND

Mall booth Mall outlet (bigger type)

Mall booth style usually in the middle of food courts Bigger mall outlet with seats display around it or inside the outlet if
the area is big
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Container Kebab
THE EMERGING BRAND

Container cafe Container 2.0

Container type outlet with big seating area inside and available New type of the classic Container Kebab with more seats inside and
upper floor. outside.
CUSTOMER
SEGMENTS
MAKE IT FOR EVERYONE!
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SWOT
Analysis
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Strenghts
BRAND ANALYSIS

Brand Awareness

Baba Rafi is ranked top 3 in brand awareness across the

country. Very popular brand.

Strong financial performance

Good financial performances by all types of outlet from

pushcart to container

Market adaptation

Quick response and market flexibility that Baba Rafi has

along with the international adaptation.
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Weaknesses
BRAND ANALYSIS

Franchising model

Franchising model and its slow growing curve

Unhealthy fast food image

Baba Rafi tends to be seen as all other types of fast food

meanwhile it is fighting to show its healthy aspect.

Saturated nature of fast food business

Market saturation
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Oportunities
BRAND ANALYSIS

Become the world and only global kebab chain

There is no global leader in kebab business and the world

and Baba Rafi could easily achieve it

Attract new clients

New products, new client segments.

Franchise sales

Get high franchising sales with high demand

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Threats
BRAND ANALYSIS

Market competition

High market competition with new comers

Consumer awareness towards healthy concerns

Consumer awareness always changing

Loss of market share

Potentially losing a part of market share

Areas of support
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WHAT MAKES US A STRONG RELIABLE FRANCHISE

GRAND OPENING NETHERLANDS 2015

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Social Media
BE YOUR CLOSE TO YOUR CUSTOMER

Baba Rafi has a strong presence in social media

making of it one its most important tools of
communication nowadays. We understand the part
that social media start to take in our lives and we
believe a presence is deeply important. Baba Rafi
communicate constantly mainly through Instagram
and Facebook keeping the customer always close.
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THANKS
CONTACT US!

WEB: WWW.BABARAFI.COM
MAIL: INTERNATIONA.BABARAFI.COM