SeIndonesia

What SeIndonesia does

SeIndonesia (legal entity: Bangkit Lakuliner Indonesia) is an Indonesian restaurant chain founded in 2022 and headquartered in Jakarta. The company operates a national multi-format footprint of 150+ outlets spanning dine-in flagship and standard locations, delivery-only ghost kitchens, drive-thru outlets, and listings on the three major Indonesian food aggregators (GoFood, GrabFood, and ShopeeFood). Its geographic coverage extends across Java, Sumatra, Sulawesi, Kalimantan, Bali, and Nusa Tenggara Barat, with several flagship locations operating 24 hours. The core menu centers on traditional Indonesian smoked/cured protein specialties — SE'SAPI (beef), SE'AYAM (chicken), and LONGBOARD — anchored by a brand promise of quality ingredients, authentic taste, and full-hearted service.

The business model is direct-to-consumer restaurant retail with no proprietary technology disclosed. Revenue is generated through one-time purchases at point of sale (dine-in and takeaway) plus third-party aggregator transaction fees on delivery orders. SeIndonesia employs between 1,001 and 5,000 staff, is led by CEO Rinaldi Dharma Utama alongside COO Christian Wilfandio, CTO Christian Natanael, and CSCO Bayu Soedjarwo, and is recognized on the Forbes Asia 100 To Watch 2025 list. The company has completed two disclosed funding rounds: a Series 1 in December 2024 led by Trihill Capital with Kopital Ventures, Mulia Sky Capital, Saison Capital, and W Fund, followed by a Series 2 in April 2025 led by Insignia Ventures Partners with Argor Capital, Saison Capital, and W Fund. SeIndonesia does not disclose revenue, and the Forbes list eligibility criteria cap recognized companies at under $50 million annual revenue. The competitive position is built on national distribution depth, multi-format service, and aggregator ubiquity rather than proprietary technology or differentiated unit economics, leaving the business exposed to food-cost inflation, labor turnover, and aggregator commission pressure as primary operating risks.

Name

SeIndonesia

Legal name

Bangkit Lakuliner Indonesia

Website

https://seindonesia.co.id

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Product category

Restaurant Chain / Indonesian Cuisine

NAICS

Restaurants and Other Eating Places (72251)

SIC

Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Ethnic & Regional Cuisine Restaurants (THAFACAD)

akta.pro secondary industry

Ethnic/Regional Prepared Meat & Seafood Meals (e.g., Asian, Latin, Mediterranean) (AFANAFAJ)

Keywords

• Indonesian restaurant chain
• Authentic Indonesian cuisine
• Food delivery service
• Quick service dining
• Drive-thru restaurant

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Dine-in Restaurant Sales: Revenue from flagship and dine-in outlets where customers consume food on-premises. These locations include 24-hour flagship stores in Kemang (Jakarta Selatan), Sawangan (Depok), Sukolilo (Surabaya), and Harapan Indah (Bekasi).
2. Delivery and Takeaway Sales: Revenue from delivery-only and takeaway outlets across Indonesia. Orders are placed through the company's own channels as well as third-party aggregators including GoFood, GrabFood, and ShopeeFood.
3. Third-Party Platform Commissions: Revenue share arrangements with food delivery platforms GoFood, GrabFood, and ShopeeFood where the company lists its products for delivery orders.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

SeIndonesia operates an Indonesian restaurant chain serving authentic cuisine centered on signature items including sei sapi (beef), sei ayam (chicken), and longboard beef specialties. The company sells through 150+ outlets nationwide via dine-in flagship and regular restaurants, delivery-only kitchens, drive-thru at select sites, and third-party food delivery aggregators (GoFood, GrabFood, ShopeeFood). It targets local Indonesian consumers seeking quality traditional food with convenient access across major cities in Java, Sumatra, Sulawesi, Kalimantan, and Bali.

Product overview

SE'INDONESIA is a food restaurant chain operating across Indonesia with a philosophy centered on quality ingredients, authentic taste, and heartfelt service. The company offers a unified portfolio of food products including SE'SAPI (beef), SE'AYAM (chicken), and LONGBOARD, served through multiple service channels: dine-in at flagship and regular outlets, delivery and takeaway across all regions, and drive-thru at select locations. The business is available on major food delivery platforms including GoFood, GrabFood, and ShopeeFood, with hundreds of outlets spanning Jabodetabek, Java, Bali, Sulawesi, Kalimantan, Sumatera, and other Indonesian islands.

Differentiator

Problem solved

Functional benefit

Products and services

• SE'SAPI

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Three partnerships are on record, tiered core.

• GoFoodcoreChannel Partner/ Reseller/ DistributorGoFood is Gojek's food delivery platform where SeIndonesia lists its products for customer delivery orders. Customers can access SeIndonesia through the GoFood app/link: https://gofood.link/a/GUDBr8f
• GrabFoodcoreChannel Partner/ Reseller/ DistributorGrabFood is Grab's food delivery service where SeIndonesia lists its products for customer delivery orders. Available through: https://grb.to/3mY9KPi
• ShopeeFoodcoreChannel Partner/ Reseller/ DistributorShopeeFood is Shopee's food delivery platform where SeIndonesia lists its products for customer delivery orders. Available through: https://shopee.co.id/universal-link/now-food/storeListing/50219

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Es Teler 77: Iconic Indonesian restaurant chain specializing in traditional Indonesian dishes with dine-in outlets across Java and other Indonesian cities. Comparable to SeIndonesia as a domestic chain built around authentic Indonesian cuisine with broad geographic reach.
• Kopi Kenangan: One of Indonesia's largest F&B chains with hundreds of dine-in and dark-kitchen outlets, well-funded by regional VCs. Comparable to SeIndonesia in scale of Indonesian retail footprint, omnichannel model, and capital structure (multi-round VC backed).
• Fore Coffee: Indonesian coffee and food chain with dine-in and delivery presence across major Indonesian cities. Comparable to SeIndonesia as a digitally native Indonesian F&B brand with multi-outlet and aggregator-channel strategy.
• Hoka Hoka Bento (HokBen): Long-established Indonesian casual dining chain offering Japanese-influenced meals at dine-in restaurants across major Indonesian cities. Directly comparable to SeIndonesia as a multi-outlet Indonesian restaurant chain serving prepared meat-centric menus through dine-in and delivery channels.
• Bakso Solo / Bakso President: Indonesian meatball-based restaurant chains with multi-outlet presence across Java. Comparable to SeIndonesia as a domestic meat-centric QSR/dine-in chain targeting Indonesian consumers with traditional protein dishes.
• Holycow Steakhouse: Indonesian premium casual dining chain specializing in beef-based menus across multiple Indonesian cities. Comparable to SeIndonesia as a domestic dine-in chain with a meat-centric menu and Indonesian consumer focus.
• Mixue Indonesia: China-origin value-priced beverage and snack chain that has rapidly scaled across Indonesia via dine-in, delivery, and aggregator partnerships. Comparable to SeIndonesia as a fast-expanding multi-outlet Indonesian F&B chain leveraging GoFood/GrabFood/ShopeeFood and aggressive outlet rollout.
• Sate Padang Mak Syukur / Sate Madura chains: Regional Indonesian satay/grilled meat chains that compete in the same ethnic, meat-centric, dine-in category as SeIndonesia. Comparable as traditional Indonesian protein-based QSR/casual dining operators with multi-outlet reach.

Broad incumbents

• Jollibee Foods Corporation: Philippines-based multinational QSR operator with extensive Indonesia presence. Comparable to SeIndonesia as a multi-outlet Southeast Asian restaurant brand operating dine-in and delivery formats across diverse markets.
• KFC Indonesia (PT Fast Food Indonesia): Largest foreign QSR brand in Indonesia operating dine-in, drive-thru, and delivery outlets across all major cities. Comparable to SeIndonesia as a multi-format chicken-centric restaurant chain with aggregator integrations and drive-thru capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/seindonesia.idn

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SeIndonesia