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Lawless Burger promises guilty pleasure
The guys behind Lawless Burger Bar sell not only immensely thick, bacon-adorned patties and melted-cheese-dripping fries; they sell a lifestyle.
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The Lemmy (Lawless Burger Bar/File)
J
ust as they did and still do with their massively popular rock band Seringai (Indonesian for “grin”), Arian Arifin and Sammy Bramatyo — two of Lawless Burger Bar’s four founders — know that successful creative businesses today are built around communities and a shared sense of aesthetic.
The businesses they have created – all under the “Lawless” banner — have been built with that same rebellious rock ‘n’ roll feel. From the Lawless Jakarta clothing store and the Lawless Jakarta Garage motorcycle workshop to the indie record label Lawless Jakarta Records, the group has built a distinguished brand.
Lawless has often held open barbeque parties, where fans of the band (and the brand) feel free to congregate with their idols — not rarely in a joyful atmosphere and inebriated state of mind. Sponsored by alcoholic beverage brands, this party-rock image has been the key to success for Seringai and the Lawless brand.
“Like most businesses, we expanded, from focusing on clothing, via a motorcycle repair shop to our record label; we do what we like and live our passion,” says Arian Arifin, whose role in Seringai is that of a singer.
“Those who know about our culinary passion won’t be surprised that we opened this bar.”
The burger bar’s constant playlist of rock and heavy metal lends an immediate vibe that is certainly enhanced by the motto of “Healthy Food Sucks” (also stuck on a fast-selling T-shirt) and a menu that’s all about grease, fat and strong flavors.
There’s The Lemmy (a reference to Lemmy Kilmister from rock band Motorhead) is a double-patty burger containing beef bacon, beef briskets and a sunny side up, while Madballs (named after the hardcore band Madball) is a New York-style meatball sandwich with marinara sauce, melted cheddar and mozzarella.
The bar also serves the Motley Burg (after the glam band Motley Crue) with beef patty, beef bacon and BLT; Jalapeno cheese fries of Jalapenostic Front (after the hardcore band Agnostic Front) and salted egg chicken chunks called Chick of It All (after the metallic-hardcore band Sick of It All).
The owners each have their own favorite.
“Mine is the Sabbath Burger,” proclaims Arian about the patty named after legendary British rock band Black Sabbath. “The key to a great burger is in the beef patty, which is cooked just right to sustain the juicy texture. If you’re looking for a real burger, I dare say, ours is the place. We’ve done a lot of trials!”
There are still plenty more items on the menu, but the choice of names and western-heavy ingredients make it clear what kind of experience the customer will get at Lawless Burger Bar.
“This burger bar has a theme that fits our image. Personally, I’ve had enough of going to cafes and bars where you hear the same (popular) songs over and over again — just overplayed mainstream music. I’ve always wanted to open a rock/metal bar,” Arian says.
On its opening day at the end of August, the joint was packed with people, many of whom were obvious Seringai/rock music fans. It was a joyful moment for Arian and his friends, though given the community they’ve built around themselves, it wasn’t exactly a surprise.
“We came from a community, so we had an idea of our market, but of course what’s great is that it seems like we have even branched out beyond our usual market.”
For the guys of Lawless, the key is to keep their burgers rock-able.
“Certainly, in Indonesia, there has never been a burger joint where you’d hear songs by (extreme rock act) Obituary,” Arian says.
