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Jakarta Post

Yenny Setia Widjaja: Taste of Indonesia

  • Dian Kuswandini

    The Jakarta Post

Jakarta   /   Sat, June 5 2010   /  10:38 am

JP/Dian KuswandiniOffering Indonesian cuisine no longer seems to make the cut when it comes to renting a space in some malls, says Es Teler 77’s owner Yenny Setia Widjaja. “It’s all about prestige to them, and they still consider us kampungan [country bumpkins],” said Yenny, who started her business with her late husband 28 years ago. “They just don’t let us enter their malls — they only allow [restaurants with] famous names and a foreign menu,” she added. The label kampungan might bring most restaurant owners down, but not Yenny. In fact, what may seem like a degrading comment and rejection of her restaurant has made her more proud of Indonesian delicacies and her own brand. “I believe success is all about believing in our own brand,” said the 52-year-old woman. “Why should I follow what others are doing? We’ve been offering Indonesian cuisine since the beginning...