Waroeng SS
Waroeng SS is an Indonesian casual dining chain specializing in sambal and traditional cuisine, operating 100+ dine-in branches across Indonesia, Malaysia, and Australia serving mass-market consumers via affordable pay-as-you-go pricing.
- Company typePrivate
- Founded2002
- HeadquartersSleman, Indonesia
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Waroeng SS does
Waroeng SS (Waroeng Spesial Sambal SS) is an Indonesian casual dining restaurant chain founded on August 20, 2002 by Yoyok Hery Wahyono in Yogyakarta. The company specializes in traditional Indonesian cuisine centered on sambal (chili condiments), offering more than 35 sambal varieties alongside 100+ menu items spanning main dishes (chicken, beef, fish, tofu, tempeh), vegetables, beverages, and fresh fruits. Operations run on a traditional made-by-order food preparation system across 100+ branches located from Banten to Bali domestically, plus international outlets in Kuala Lumpur and Setia Alam (Malaysia, opened 2019 and 2023) and Carlton, Melbourne (Australia, opened August 2024). The brand employs 4,000+ staff and is anchored by the "Nyambel Sendiri" concept that lets customers customize spice levels.
The business model is transaction-based across multiple channels: dine-in restaurant sales, takeaway, third-party food delivery (GoFood, GrabFood, ShopeeFood), catering, and event booth services. Pricing is positioned as affordable, with menu items in the Rp 12,000–15,000 range and pay-as-you-go billing. Go-to-market combines organic retail expansion, event sponsorships (Daihatsu Indonesia Masters, Blibli Indonesia Open), and community festivals. The company operates a regional area management structure with offices in Yogyakarta (HQ), Jabotabek, Purwokerto, Semarang, Solo, Malang, and Bali, plus Kuala Lumpur and Melbourne.
Founder-owned and founder-controlled, Waroeng SS has no disclosed institutional investment. It launched Waroeng Bahan Dapur (WBD) in 2020 as a packaged spice retail line responding to COVID-19, and runs Unit Dapur Tanggap Cepat (UDTC), a communal disaster-relief kitchen funded by 1% of gross revenue. Technology footprint is minimal — no proprietary mobile app, no public API, no AI/ML systems; digital presence is limited to corporate website, social media, and delivery platform integrations.
Waroeng SS firmographics
Firmographics- Name
- Waroeng SS
- Legal name
- Waroeng SS
- Website
- https://waroengss.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Waroeng SS is an Indonesian casual dining chain specializing in sambal and traditional cuisine, operating 100+ dine-in branches across Indonesia, Malaysia, and Australia serving mass-market consumers via affordable pay-as-you-go pricing.
- Ownership category
- akta.pro rank
Waroeng SS industry classification
Industry- Product category
- Indonesian Casual Dining Restaurant
- NAICS
- Limited-Service Restaurants (722513)
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Regional/Ethnic Specialty Fast Casual (e.g., Indian, Caribbean, African, Eastern European) (THAFABAM)
Keywords
Where Waroeng SS is headquartered
LocationHeadquarters
- HQ city
- Sleman
- HQ country
- Indonesia
- HQ region
- Asia
Offices4 records
Markets served
Waroeng SS business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Dine-in Restaurant Sales: Revenue generated from customers dining at Waroeng SS outlets with a focus on spicy Indonesian cuisine
- Takeaway/Take Away Service: All branches provide take away service for customers wanting to enjoy food at home
- Food Delivery Platform Sales: Partnership with GoFood, GrabFood, and ShopeeFood for delivery orders
- Catering Services: Provides catering for various events including corporate functions and community gatherings
- Event Booth Services: Provides Stand Booth Waroeng SS services for various local and national events
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Affordable pricing for individual consumers |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Waroeng SS product offering
Product offeringCore offering
Waroeng SS operates a chain of casual dining restaurants serving Indonesian cuisine built around sambal (chili condiment) as the signature differentiator. Customers can choose from a lauk (protein dishes), vegetables, beverages, and fresh fruits, with adjustable spice levels through the "Nyambel Sendiri" concept and a made-to-order preparation approach. Beyond dine-in, the company offers takeaway, catering, event stand booths, and a Waroeng Bahan Dapur (WBD) central kitchen and café concept for ingredient supply and additional consumption occasions.
Product overview
Waroeng SS (Waroeng Spesial Sambal SS) is a restaurant chain offering Indonesian spicy cuisine with a focus on sambal (chili condiments). The core product is its restaurant service with dine-in and take-away options across 100+ branches in Indonesia and international locations (Malaysia, Australia). The product portfolio centers on over 35 sambal varieties paired with main dishes (lauk), vegetables (sayur), beverages (minuman), and fresh fruits (buah). Supporting services include catering, event booth rental, customer hotline, and Waroeng Bahan Dapur (spice retail line). The company operates area-based management structures across Java, Bali, and international markets with a commitment to CSR including the UDTC disaster relief kitchen program. Menu customization allows customers to adjust spice levels, and the brand is known for its 'Nyambel Sendiri' (mix-your-own-chili) concept.
Differentiator
Problem solved
Functional benefit
Brands
- Waroeng Bahan Dapur (WBD): A new business line launched in 2020 providing spices and signature ingredients for home cooking during the COVID-19 pandemic
- Unit Dapur Tanggap Cepat (UDTC)
Products and services
- Waroeng SS Restaurant (Dine-in)
Quantifiable outcome
- 100 branches spread from Banten to Bali and Asia
- +1 more outcomes
Companies that use Waroeng SS
Customer profileNamed customers3 records
Ideal customer profiles2 records
Waroeng SS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Waroeng SS partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Dompet DhuafacoreWaroeng SS partnered with Dompet Dhuafa to distribute spicy food packages to those affected by the pandemic in the Prawirodirjan Yogyakarta area. This collaboration demonstrates the company's commitment to social responsibility and community support during difficult times.
- Yonif 403 TNI-ADminorWaroeng SS became the main sponsor of Yonif 403 Yogyakarta's sports teams (football, volleyball, athletics, and taekwondo) for one year. In return, Waroeng SS received logo placement on team jerseys.
- Daihatsu Indonesia Masters 2019minorWaroeng SS participated as a tenant in the food court at the Daihatsu Indonesia Masters 2019 badminton tournament held at Istora Senayan, Jakarta from January 22-27, 2019.
- Blibli Indonesia Open 2019minorWaroeng SS participated as a food tenant in the food court at the Blibli Indonesia Open 2019 badminton tournament held at Istora Senayan, Jakarta in July 2019.
- Amazing Bazaar Festival 2018minorWaroeng SS participated in the Amazing Muharram #7 2018 festival organized by Yayasan Cinta Quran Bogor, held at Mandala Krida Stadium parking area in Yogyakarta in September 2018.
- Raw Material SupplierscoreWaroeng SS opens opportunities for raw material suppliers (Meat, Fish, Chicken, Vegetables, Kitchen Seasoning) to work together nationally. Suppliers can contact area management or submit proposals with samples for testing.
Scale indicators6 records
Recent moves10 records
Expansion highlights6 records
Waroeng SS competitors and assessment
Company assessmentRegional players
- PappaRich: Malaysian-origin casual dining chain expanded internationally; comparable in Indonesian/Southeast Asian casual dining brand positioning and expansion strategy targeting the regional diaspora.
- OldTown White Coffee: Malaysian F&B chain with outlets across Malaysia and Indonesia; comparable in regional Southeast Asian casual dining model and Malaysian presence overlapping with Waroeng SS's first international market.
Direct peers
- Solaria (PT Solaria Ekatama): Indonesian casual dining chain serving affordable Indonesian and Asian dishes across dozens of outlets nationwide; directly comparable multi-location, mid-priced positioning and dine-in plus delivery model.
- HOKBen (Hoka Hoka Bento): Established Indonesian-Japanese casual dining chain with extensive branch network and dine-in plus delivery presence; comparable mid-market positioning and multi-outlet operations.
- Bakmi GM: Iconic Indonesian noodle chain with 100+ branches offering affordable traditional Indonesian food; comparable in scale, heritage, and Indonesian casual dining audience.
- Restoran Sederhana: Large Indonesian Padang food chain with multi-location presence across the country; comparable in menu style (traditional Indonesian), price point, and dine-in plus delivery model.
- Es Teler 77: Long-running Indonesian heritage restaurant chain focused on traditional Indonesian snacks and meals; comparable in scale, menu breadth, and affordability with strong consumer brand recognition.
Broad incumbents
- Pizza Hut Indonesia (PT Sarimelati Kencana): Indonesian casual dining QSR operator with extensive dine-in and delivery network; comparable in mid-market positioning and aggregator partnerships, but focused on pizza.
- McDonald's Indonesia (PT Rekso Nasional Food): Largest QSR chain in Indonesia with several hundred outlets; competes for the same mass-market dine-in and delivery customer as Waroeng SS, but with much larger footprint and broader menu.
- KFC Indonesia (PT Fast Food Indonesia): Major QSR player in Indonesia operating 700+ outlets; comparable in dine-in plus delivery scale and Indonesian casual food market, but with international brand and broader fried-chicken focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Waroeng SS social profiles
Digital presenceWaroeng SS financial estimates
Financial estimateRevenue estimate
Valuation estimate
Waroeng SS leadership team
Management profileNumber of profiles
Profiles1 record
Waroeng SS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Waroeng SS 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 Waroeng SS
What does Waroeng SS do?
Waroeng SS operates a chain of casual dining restaurants serving Indonesian cuisine built around sambal (chili condiment) as the signature differentiator. Customers can choose from a lauk (protein dishes), vegetables, beverages, and fresh fruits, with adjustable spice levels through the "Nyambel Sendiri" concept and a made-to-order preparation approach. Beyond dine-in, the company offers takeaway, catering, event stand booths, and a Waroeng Bahan Dapur (WBD) central kitchen and café concept for ingredient supply and additional consumption occasions.
Is Waroeng SS a public or private company?
Waroeng SS is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Waroeng SS founded?
Waroeng SS was founded in 2002. It employs 1,001 to 5,000 people.
Where is Waroeng SS based?
Waroeng SS is headquartered in Sleman, Indonesia, in the Asia region.
How does Waroeng SS make money?
Five revenue lines are on record. Dine-in Restaurant Sales are the primary driver. The others are takeaway/Take Away Service, food Delivery Platform Sales, catering Services and event Booth Services.
Who are Waroeng SS's main competitors?
Regional players on record are PappaRich and OldTown White Coffee. Direct peers are Solaria (PT Solaria Ekatama), HOKBen (Hoka Hoka Bento), Bakmi GM, Restoran Sederhana and Es Teler 77. Broad incumbents are Pizza Hut Indonesia (PT Sarimelati Kencana), McDonald's Indonesia (PT Rekso Nasional Food) and KFC Indonesia (PT Fast Food Indonesia).
Does Waroeng SS have an API?
No public API is recorded for Waroeng SS.
What industry is Waroeng SS in?
Waroeng SS's product category is Indonesian Casual Dining Restaurant. Its primary akta.pro industry code is THAFABAM, Regional/Ethnic Specialty Fast Casual (e.g., Indian, Caribbean, African, Eastern European). Its NAICS code is 722513 and its SIC code is 5810.