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Lifestyle food: burger and sandwich popularity among Indonesians soars
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Big name: Lawless Burger Bar outlet in Pantai Indah Kapuk, one of the most popular local burger and sandwich brands among urbanites. (Courtesy of Lawless Burger Bar) (Personal collection/Courtesy of Subway Indonesia)
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em>As burgers and sandwiches become lifestyle benchmarks, local restaurants and international franchises compete for the "sophisticated" urban market.
In the past two decades, the growing popularity of bread-based meals and pastries has been slowly, but steadily on the rise as more and more bread franchises open in Indonesia, encouraging people to eat more bread and pastry-based products.
In 2003, Indonesian businessman Johnny Andrean brought over Singapore-based brand Bread Talk to the country, opening a floodgate of other franchises to follow in their footsteps.
As such, many young Indonesians have been exposed more to meals such as hamburgers and sandwiches, and it is not strange to find some consuming them on a day-to-day basis.
Ian Michael Bahar, a 25-year-old freelance video editor based in Jakarta said that these days he can consume burgers three to four times a week.
“Lately, I haven't had time to cook at home, and ordering burgers is just way more convenient, no need to wash dishes or utensils,” Ian said, “around my house, there are a lot of good burgers and they’re not expensive either.”
Narantara Sitepu, a 39-year-old who works in marketing and communications said he had been eating bread since he was little.
