The Story of Jordi Onsu's Struggle to Build a Local Culinary Brand, Bringing Nationalism Mission

Kapanlagi.com - There is a noble mission brought by Jordi Onsu when building the Geprek Bensu culinary business in 2017. The younger brother of Ruben Onsu wants to popularize traditional Indonesian menus to compete with foreign chicken culinary brands.

Jordi could have built a culinary business with foreign food menus. However, he did not do it because he wanted to focus on developing Indonesian cuisine.

"If foreign chicken brands can have hundreds or even thousands of outlets, why can't Indonesian brands? We live, stay, grow, and coexist with the tastes of the Indonesian people. So why sell foreign food?" Jordi explained briefly when met in Jakarta on Friday (19/6).

1. Answer from Jordi Onsu's Hard Work

Credit: Personal Documentation

Through Jordi's hard work and efforts, Geprek Bensu has now earned the title of Top 20 Indonesia Rising Star Brands 2019, alongside other local brands that started their businesses earlier. Additionally, it has also become one of the 25 Fast Non Public Companies and has been included in the Most Hundred Brand Indonesia released by SWA Magazine.

"Of course, this recognition should be appreciated and used as motivation to achieve other higher dreams," he added.

2. Popularizing Ayam Geprek Cuisine

Jordi is well aware that he is not the first to introduce ayam geprek cuisine in Indonesia. However, it cannot be denied that thanks to Ayam Gepek Bensu, this particular cuisine has become more popular and widely known.

"We ourselves are not the pioneers in popularizing ayam geprek. But if we talk about being the first to spread ayam geprek and make it famous throughout Indonesia to become a trend, then yes, that's us. We once gave appreciation to Bu Rum, a seller of ayam geprek in Yogyakarta because she was indeed one of our sources of inspiration," said the 27-year-old man.

3. Not Hesitant to Get Involved in the Production Process

Credit: Personal Documentation

Jordi then reminisced about his involvement in developing the Ayam Geprek Bensu business. Not just sitting behind a desk, it turns out that the TENDANGAN DARI LANGIT film actor often directly participates in the production process, such as grinding and shopping for ingredients.

"In the past, many people lined up because they were waiting for the ground chili sauce. As time went on, the sauce was pounded using a wooden pestle and mortar. When I remember back then, my hands would get hot from grinding the sauce too often," Jordi recalled.

4. The Role of the Well-Known Name, Ruben Onsu

Credit: Personal Documentation

Currently, Geprek Bensu, which is under PT. Onsu Pangan Perkasa, has 157 outlets, including in Hong Kong and Kuala Lumpur. That's not including other culinary brands that are also under the same business group.

You can find no less than 20 menu items in each Geprek Bensu outlet, including signature dishes from various regions across the Indonesian archipelago. In Sumatra, there's Nasi Bumbu Rendang, Sambal Teri Medan; in Yogyakarta, there's Sambel Oseng Mercon; in Kalimantan, there's Nasi Kuning made special with eggs, red chili sauce, and tempeh orek. Meanwhile, in Makassar, there's Sambal Roa, and there are even Sambal Embe and Sambel Matah, specialties from the Island of the Gods.

Jordi doesn't deny that the success of his local culinary business is inseparable from the well-known name of his older brother, Ruben Onsu. So from the beginning, Jordi agreed to make Ruben the brand ambassador by including the name Bensu in his business.

"If it weren't for Ruben Onsu's well-known name, it would be impossible for us to obtain working capital in a short time, which was then used to pay for the shop and buy raw materials. Building this business has three capital elements: intention, creativity, and Ruben's well-known name. This business is truly blessed and made easier by meeting good people. It is God who provides the way," Jordi concluded.

(kpl/gtr)