The Union Group
The Union Group is a privately-held Jakarta-based hospitality company operating 16 restaurant, bar, and bakery brands across 15+ locations in Jakarta and Surabaya, serving affluent urban diners through its flagship UNION brand (11 locations) and specialty concepts spanning Italian, French, Spanish, Indonesian, and whisky-focused venues.
- Company typePrivate
- Founded2014
- HeadquartersKedoya Selatan, Indonesia
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What The Union Group does
The Union Group is a privately-held, multi-brand culinary and lifestyle hospitality company headquartered in Jakarta, Indonesia, founded in 2014. The group owns and operates 16 distinct restaurant, bar, and bakery concepts across more than 15 physical locations in Jakarta and Surabaya, spanning Italian (Caffè Milano, Roma Osteria & Bar), French (Pierre, L'Entrecôte by Bouchon), Spanish (Bar Luca), American-Italian steakhouse (Bistecca), Indonesian (Salira), whisky bars (Bottom Parlour with 500+ labels), cocktail bars (Loewy, Cosmo Pony, The Cocktail Club, The Modernhaus), wine venues (Cork & Screw, Cork & Screw Country Club), and bakery/viennoiserie (KNOTS, Union Bakery). The flagship UNION brand, an all-day brasserie, bakery, and bar, operates 11 locations and is the volume backbone of the portfolio. Named culinary talent anchors the group across concepts, including Chef Fernando Sindu, Chef Luca Pezzera, and Chef Brandon Foo.
The business is purely direct-to-consumer. Revenue is generated through dine-in food and beverage sales across the venue portfolio, with premium pricing in fine-dining concepts (Pierre, Bistecca, Bouchon) and broader price accessibility in all-day venues (UNION, Caffè Milano). The group operates no proprietary technology platform; rather, it standardizes on SevenRooms for online table reservations, WhatsApp for select venue bookings, and a dedicated e-commerce site (union-bakery.com) for cake and bakery delivery across Jakarta. The U+ Rewards mobile app (available on iOS and Android) is a points-based loyalty program that operates across all restaurants, bars, and bakeries to drive cross-concept repeat visitation; the program functions as a recurring engagement layer rather than a paid subscription.
The customer base is affluent urban professionals and diners in Jakarta and Surabaya seeking elevated, diverse culinary experiences for social dining, celebrations, everyday meals, and after-work gatherings. Marketing is centered on the brand website (uniongroupjakarta.com), Instagram and Facebook (uniongroupjakarta), the loyalty app, and event/promotional programming. The group also offers private dining and corporate group booking across concepts. No enterprise customers, no franchise model, no disclosed revenue, no external investors, and no funding rounds are referenced in available sources.
The Union Group firmographics
Firmographics- Name
- The Union Group
- Legal name
- The Union Group
- Website
- https://new.uniongroupjakarta.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- The Union Group is a privately-held Jakarta-based hospitality company operating 16 restaurant, bar, and bakery brands across 15+ locations in Jakarta and Surabaya, serving affluent urban diners through its flagship UNION brand (11 locations) and specialty concepts spanning Italian, French, Spanish, Indonesian, and whisky-focused venues.
- Ownership category
- akta.pro rank
The Union Group industry classification
Industry- Product category
- Multi-brand hospitality / restaurant group
- NAICS
- Full-Service Restaurants (722511), Drinking Places (Alcoholic Beverages) (722410), Retail Bakeries (311811)
- SIC
- Retail-Eating & Drinking Places (5810), Bakery Products (2050)
- akta.pro primary industry
- Brasseries, Bistros & Trattorias (THAFACAI)
- akta.pro secondary industry
- Chef’s Table & Tasting Menu Restaurants (THAFACAG)
Keywords
Where The Union Group is headquartered
LocationHeadquarters
- HQ city
- Kedoya Selatan
- HQ country
- Indonesia
- HQ region
- Asia
Offices2 records
Markets served
The Union Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Food and Beverage Sales: Revenue generated from 17+ restaurant, bar, and bakery concepts across Jakarta and Surabaya. Each venue offers dine-in service with varying price points. The flagship UNION brand alone operates 11 locations.
- Loyalty Program (U+ Rewards): Points-based loyalty program that drives customer retention and repeat visits across all restaurant, bar, and bakery concepts. Members earn points with every visit to unlock exclusive benefits and VIP treatment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | 3-Course Dinner at Caffè Milano |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
The Union Group product offering
Product offeringCore offering
The Union Group owns and operates 17+ distinct restaurant, bar, and bakery brands across Jakarta and Surabaya, Indonesia. The portfolio spans casual all-day brasseries (UNION with 11 locations), specialty cuisine venues (Bar Luca, Bistecca, Bouchon, Caffè Milano, Roma Osteria, Pierre, Salira), wine and whisky bars (Cork & Screw, Bottom Parlour, Loewy, The Cocktail Club, The Modernhaus, Cosmo Pony), a viennoiserie concept (KNOTS), and an artisan bakery (Union Bakery). The group also runs the U+ Rewards loyalty program and offers reservations through SevenRooms and WhatsApp.
Product overview
The Union Group is a multi-brand culinary and lifestyle company operating a portfolio of 16 distinct restaurant, bar, and bakery brands across Jakarta and Surabaya, Indonesia. The core flagship brand is UNION, an all-day brasserie, bakery, and bar with 11 locations. The portfolio includes specialty restaurants (Bar Luca - Spanish, Bistecca - steakhouse, L'Entrecôte by Bouchon - French bistro, Caffè Milano and Roma - Italian, Pierre - French fine dining, Salira - Indonesian), wine-focused concepts (Cork & Screw, Cork & Screw Country Club), whisky and cocktail bars (Bottom Parlour, The Cocktail Club, The Modernhaus, Cosmo Pony, Loewy), and bakery concepts (KNOTS - viennoiserie, Union Bakery). The group also operates U+ Rewards, a cross-brand loyalty program, and offers table reservations through SevenRooms and WhatsApp booking. The company positions itself as elevating everyday moments through culinary experiences.
Differentiator
Problem solved
Functional benefit
Brands
- Bar Luca: Spanish restaurant at 18 Parc Place in SCBD featuring Chef Fernando Sindu's bold Spanish flavors with 200+ wines.
- Bistecca
- Bottom Parlour
- Bouchon
- Caffè Milano
- Cork&Screw
- Cork&Screw Country Club
- Loewy
- The Modernhaus
- Pierre
- Roma Osteria & Bar
- The Cocktail Club
- UNION
- COSMO PONY
- KNOTS
- SALIRA
- U+ Rewards
Products and services
- UNION Flagship all-day brasserie, bakery, and bar brand of The Union Group, operating 11 locations across Jakarta and Surabaya. Offers pastries, coffee, lunch, dinner, and drinks service throughout the day for urban diners and casual occasions.
- Bar Luca Spanish restaurant at 18 Parc Place in SCBD featuring Chef Fernando Sindu's bold Spanish flavors with local ingredients and over 200 wines on the list, targeting diners seeking Spanish cuisine and wine experiences.
- Bistecca Steakhouse brand inspired by New York steakhouses and Florentine ristoranti, serving perfectly cut steaks, classic Italian-American dishes, and martinis. Operates across multiple locations including PIK Avenue and 18 Parc Place.
- Bottom Parlour Whisky bar celebrating tradition and innovation with over 500 labels ranging from smoky and peaty to light and floral, serving both seasoned collectors and curious newcomers.
- L'Entrecôte by Bouchon French bistro in Senopati inspired by the legendary Parisian restaurant, serving rib eye with signature sauce and unlimited fries alongside honest bistro favorites.
- Caffè Milano All-day Italian trattoria inspired by Milan and Northern Italy, where Chef Luca Pezzera serves authentic regional Italian dishes including family recipes. Operates multiple locations including Grand Indonesia and PIK Avenue.
- Cork & Screw Wine shop and restaurant hybrid with locations in Thamrin, Senayan, and SCBD, where customers browse bottles, pair them with Chef Fernando Sindu's dishes, and enjoy in the restaurant or take bottles home.
- Cork & Screw Country Club Curated wine shop combined with elegant dining space, featuring an exceptional selection of bottles alongside wine-friendly dishes by Chef Fernando Sindu across Thamrin, Senayan, and SCBD.
- Loewy Restaurant and bar with relaxed atmosphere and a 15-meter bar, offering classic cocktails, creative drinks, and excellent whisky. Popular for business lunches and evening unwinding.
- The Modernhaus Cocktail bar created by Mirwansyah Bule and The Union Group, positioned as a home away from home with better cocktails.
- Pierre Fine French cuisine restaurant by Chef Brandon Foo showcasing seasonal ingredients with classical technique in an intimate space, presenting dishes that feel both timeless and contemporary.
- Roma Osteria & Bar Italian comfort restaurant by Chef Luca Pezzera featuring wood-fired pizzas, handmade pasta, wines, and cocktails. Operates multiple locations including Pondok Indah and Seiquarie Tower.
- The Cocktail Club Cocktail bar located upstairs from Pierre, featuring vintage charm, creative cocktails, and excellent whiskies in a cozy yet energetic space.
- Cosmo Pony Jakarta's living room cocktail bar where locals gather over exceptional drinks; the RISING CITY menu celebrates Indonesian ingredients with inventive cocktails.
- KNOTS Viennoiserie experience crafting freshly baked pastries daily with a focus on quality and creativity; signature items include The Knots (ribbon-shaped hazelnut viennoiserie) and Basque cheesecake.
- Salira The Union Group's first Indonesian restaurant, shaped by Chef Fernando Sindu's travels across the archipelago, presenting regional Indonesian cuisine.
- U+ Rewards The Union Group's exclusive loyalty program allowing members to earn points with every visit and unlock perks, exclusive offers, and VIP treatment across all restaurants, bars, and bakeries; available as a mobile app on iOS and Android.
- Union Bakery Bakery operation producing cakes and pastries with delivery service in Jakarta, extending The Union Group's brand into at-home consumption.
Companies that use The Union Group
Customer profileSegments1 record
Ideal customer profiles2 records
The Union Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
The Union Group partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SevenRoomscoreSevenRooms provides the online reservation and booking platform integrated across The Union Group's restaurant concepts. The platform enables customers to book tables at various venues including Bar Luca, Bistecca, Bouchon, Caffè Milano, Cork & Screw, Pierre, Roma, and UNION locations.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
The Union Group competitors and assessment
Company assessmentDirect peers
- Commune Lifestyle: Indonesia-based restaurant and lifestyle group operating a portfolio of dining and bar brands. Directly comparable as an Indonesian competitor running multi-concept venues targeted at the same urban professional demographic.
- Ismaya Group: Indonesian multi-brand hospitality and lifestyle group operating restaurant, bar, and club concepts in Jakarta and Bali. Most directly comparable peer to The Union Group given shared home market, similar multi-brand upscale F&B strategy, and overlapping target demographic.
- Boga Group: Indonesian publicly listed multi-brand restaurant operator with concepts spanning casual and upscale dining. Comparable as a domestic competitor pursuing portfolio expansion across multiple cuisines in the same Indonesian market.
Regional players
- Black Sheep Restaurants: Hong Kong-based multi-brand upscale restaurant group operating chef-driven concepts across cuisines. Comparable as a portfolio operator leveraging named chefs and loyalty-driven repeat clientele in an Asian metropolitan market.
- Jigger & Pony Group: Singapore hospitality group operating cocktail bars and restaurant brands (including The Cocktail Club analog). Comparable for bar-and-dining concept portfolio and craft-beverage positioning in Southeast Asia.
- Les Amis Group: Singapore-based multi-concept restaurant group with French fine dining, casual bistros, and bar brands. Comparable for premium positioning and brand-led multi-cuisine portfolio, though focused on the Singapore market.
- Paradise Group: Singapore-headquartered multi-brand restaurant operator with concepts across Asian cuisines, casual and upscale dining, and a chain replication model. Comparable for portfolio breadth and concept-rollout playbook, though operating primarily in Singapore rather than Indonesia.
Broad incumbents
- Soho House: Global membership-based hospitality company with restaurants, bars, and lounges integrated into a members club ecosystem. Comparable in concept (membership/loyalty-driven cross-brand hospitality) but operates at materially larger scale and international footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
The Union Group social profiles
Digital presenceThe Union Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Union Group leadership team
Management profileNumber of profiles
The Union Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Union Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Union Group
What does The Union Group do?
The Union Group owns and operates 17+ distinct restaurant, bar, and bakery brands across Jakarta and Surabaya, Indonesia. The portfolio spans casual all-day brasseries (UNION with 11 locations), specialty cuisine venues (Bar Luca, Bistecca, Bouchon, Caffè Milano, Roma Osteria, Pierre, Salira), wine and whisky bars (Cork & Screw, Bottom Parlour, Loewy, The Cocktail Club, The Modernhaus, Cosmo Pony), a viennoiserie concept (KNOTS), and an artisan bakery (Union Bakery). The group also runs the U+ Rewards loyalty program and offers reservations through SevenRooms and WhatsApp.
Is The Union Group a public or private company?
The Union Group is a private company. It is classified as unknown and is currently operating.
When was The Union Group founded?
The Union Group was founded in 2014. It employs 501 to 1,000 people.
Where is The Union Group based?
The Union Group is headquartered in Kedoya Selatan, Indonesia, in the Asia region.
How does The Union Group make money?
Two revenue lines are on record. Food and Beverage Sales are the primary driver. The others are loyalty Program (U+ Rewards).
Who are The Union Group's main competitors?
Direct peers on record are Commune Lifestyle, Ismaya Group and Boga Group. Regional players are Black Sheep Restaurants, Jigger & Pony Group, Les Amis Group and Paradise Group. Soho House is listed as a broad incumbent.
Does The Union Group have an API?
No public API is recorded for The Union Group.
What industry is The Union Group in?
The Union Group's product category is Multi-brand hospitality / restaurant group. Its primary akta.pro industry code is THAFACAI, Brasseries, Bistros & Trattorias, with a secondary code of THAFACAG, Chef’s Table & Tasting Menu Restaurants. Its NAICS code is 722511 and its SIC code is 5810.