Baba Rafi Enterprise

What Baba Rafi Enterprise does

PT Baba Rafi Enterprise operates Kebab Turki Baba Rafi, founded in 2003 by Hendy Setiono in Surabaya, Indonesia with 4 million rupiah of borrowed capital. The company runs the world's first franchise kebab chain and the largest kebab franchise globally, with 1,300+ outlets across Indonesia and 68 outlets in 10 countries (Malaysia, Philippines, India, Sri Lanka, China, Singapore, Brunei, Netherlands, Bangladesh). It is privately held, founder-controlled, and not backed by external venture capital or private equity. The brand is recognized as the #1 Top of Mind franchise in Indonesia and operates two headquarters locations in Surabaya and Jakarta, the latter serving as a training academy (Graha Baba Rafi).

The core technology is a vertically integrated kebab production system: proprietary Turkish-style recipes, a halal-certified in-house raw material production facility, an international patent on a unique kebab packaging innovation, and a pioneering black tortilla concept using charcoal ingredients. Distribution is supported by an in-house frozen distribution fleet across Java with regional stock points in Jakarta Timur, Bekasi, Bandung, Solo, Banjarmasin, and Makassar. Online delivery is channeled through formal GrabFood and GoFood partnerships that account for 90% of virtual kitchen sales. The product portfolio spans Kebab Original, Black Kebab, Truffle Kebab, Signature Smoked, plus secondary lines (Syawarma, Burger Crispy, catering).

The business model is asset-light franchising. Revenue combines one-time franchise license fees of 75M-300M IDR per outlet (depending on format: Black Kiosk, Black Booth, Container Kebab, Container Kebab 2.0, Café Container), recurring 5% royalties on franchisee monthly sales, mandatory raw material purchases sourced from Baba Rafi (raw material cost structure of 50-55% of sales), master franchise fees for international expansion, and catering services. Five-year franchise agreements include a 10M IDR commitment fee plus equipment, SOP materials, and software. The customer base spans individual franchisees (primary segment), international master franchisees, virtual kitchen operators, and end consumers. The company has stated a public target to reach 3,000 outlets worldwide.

Name

Baba Rafi Enterprise

Legal name

PT BABA RAFI ENTERPRISE

Website

https://babarafi.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

PT Baba Rafi Enterprise operates Kebab Turki Baba Rafi, the world's largest kebab franchise, with 1,300+ outlets in Indonesia and 68 in 10 countries. Founded in 2003, it sells Turkish-style kebabs through franchised outlets and virtual kitchens, serving franchisees and consumers via in-house production and GrabFood/GoFood delivery partnerships.

Ownership category

akta.pro rank

Headquarters

HQ city

Surabaya

HQ country

Indonesia

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Franchise Fees: One-time franchise fees for outlet setup, including commitment fee (10jt IDR), outlet equipment, SOP materials, and software. Operating period of 5 years per agreement.
2. Monthly Royalties: Ongoing royalty fees of 5% of monthly sales collected from franchisees. Franchisees must submit monthly financial reports.
3. Franchise Investment Income: Revenue from franchise investment tiers: Container Kebab (250M), Container Kebab 2.0 (300M), Café Container (125M), Black Booth (75M), Black Kiosk (75M).
4. Master Franchise Fees: Revenue from international master franchise licenses with exclusive rights to operate and sub-franchise in designated countries.
5. Product Sales: Main ingredients (kebab meat, tortillas, packaging) must be purchased from Baba Rafi. Sauce alternatives can be purchased locally with approval. Estimated raw material costs at 50-55% of sales.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Baba Rafi Enterprise operates the world's largest kebab franchise chain (Kebab Turki Baba Rafi), selling Turkish-style kebab products through a network of 1,300+ outlets in Indonesia and 68 outlets across 10 countries. The company offers multiple franchise outlet formats (Container Kebab, Black Booth, Black Kiosk, Café Container, Virtual Kitchen) with investment tiers ranging from Rp 75 million to Rp 300 million. Core products include original kebab, black tortilla kebab, premium truffle and signature smoked variants, plus catering services.

Product overview

Baba Rafi Enterprise adalah perusahaan waralaba kebab terbesar di dunia, didirikan pada tahun 2003 oleh Hendy Setiono di Surabaya, Indonesia. Portofolio produk utamanya mencakup berbagai varian kebab dalam tortilla — termasuk Kebab Original, Black Kebab (tortilla hitam), Kebab Truffle (premium series), dan Kebab Signature Smoked (daging sei dengan saus mentai) — serta menu pendukung seperti burger, shawarma, dan hidangan samping. Perusahaan menawarkan berbagai format outlet franchise: Container Kebab (Rp 250 juta), Container Kebab 2.0 (Rp 300 juta), Black Booth (Rp 75 juta), Black Kiosk (Rp 75 juta), dan Café Container. Untuk ekspansi minim biaya, tersedia model Dapur Virtual dengan konsep Home Kitchen berbasis online melalui GrabFood & GoFood. Layanan catering juga tersedia untuk acara spesial. Program franchise分为franchise lokal Indonesia dan Master Franchise internasional untuk pengembangan di negara tujuan.

Differentiator

Problem solved

Functional benefit

Brands

• Container Kebab: Innovative container-style outlet concept launched in 2017 as a modern and easily mobilized kebab outlet format.
• Container Kebab 2.0
• Café Container
• Black Booth
• Black Kiosk
• Premium Series
• Babarafi Academy
• Dapur Virtual KTBR

Products and services

• Franchise Kebab Turki Baba Rafi (Indonesia) Domestic franchise program for opening kebab outlets in Indonesia across multiple formats (Container, Booth, Kiosk, Café) with investment ranging from Rp 75 million to Rp 300 million and a 5-year agreement term.
• Master Franchise International Master franchise program granting exclusive rights to operate and sub-franchise the Baba Rafi brand in designated international countries, requiring partners with 5+ years of operating experience.
• Container Kebab Outlet Format

Quantifiable outcome

• 1.3 year payback period for Container Kebab (250M IDR investment)
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered minor, major and core.

• Sara FajiraminorGTM or Marketing Partner · 1 January 2025Collaboration with musician Sara Fajira for limited edition kebab products including Kebab Cheesy Black Ayam Geprek and Kebab Cheesy Black Banana Oreo as part of seasonal menu collaborations.
• Stanley HaominorGTM or Marketing Partner · 1 January 2025Collaboration with Stanley Hao for Premium Series products including Kebab Baba Boat Sei and Kebab Smokey Sei as seasonal menu innovations.
• Metal CicanminorGTM or Marketing Partner · 1 January 2024Partnership with Metal Cican to introduce child-friendly menu offerings, aligning with family-oriented customer segment.
• Suman Mondal (India)majorStrategic or Co-development Partner · 3 December 2020Indian partner managing Baba Rafi's expansion in India as master franchisee. Plans to open up to 100 outlets in India, targeting both major cities and emerging cities. First outlet opened in Kolkata on December 4, 2020.
• GrabFoodcoreChannel Partner/ Reseller/ Distributor · 1 January 2020GrabFood partnership provides online food delivery platform for virtual kitchen operations. Baba Rafi receives preferential acquisition costs through direct partnership. 90% of virtual kitchen sales come through online delivery platforms, making this a critical channel partnership.
• GoFoodcoreChannel Partner/ Reseller/ Distributor · 1 January 2020GoFood partnership enables online food delivery for virtual kitchens and outlets. Baba Rafi was the pioneer brand in East Java for Grab's co-branding program. Direct partnership provides lower acquisition costs compared to independent platform registration.
• GojekcoreChannel Partner/ Reseller/ Distributor · 1 January 2020Gojek platform partnership through GoFood service enables virtual kitchen and outlet delivery services, providing wide consumer reach through super app ecosystem.
• Hendy Setiono FoundationminorStrategic or Co-development Partner · 1 January 2019Corporate social responsibility foundation established in 2019 to build sustainable social institutions through self-sustaining business units, develop awareness among Indonesian entrepreneurs and youth to share in prosperity.
• Young Entrepreneur Academy (YEA!)minorStrategic or Co-development Partner · 1 January 2019Partnership for entrepreneurship training programs targeting young entrepreneurs with businesses over 1 year. CSR program 'Pelatihan untuk Indonesia Lebih Baik' conducted for batches of 15-30 participants.
• Rumah HarapanminorStrategic or Co-development Partner · 27 April 2014CSR partnership with temporary home for underprivileged patients awaiting hospital rooms in Tebet, South Jakarta. Baba Rafi CSR team visits to provide kebab meals for children with cancer and other illnesses aged 0-17.
• Entrepreneur Mentors (Various)minorStrategic or Co-development Partner · 1 January 2014Professional mentors including Evi Diah Puspitasari (International Franchise Business Management), Anton Thedy (TX Travel owner), Iim Fahima (Digital Marcomm Strategist), Indhira Abidin (Fortune PR), Yulia Astuti (Moz5 Salon owner with 40 outlets), and others contribute to entrepreneurship training programs.

Scale indicators12 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• The Coffee Bean & Tea Leaf: International coffee and tea chain with an extensive Asia franchise network, including Indonesia. Comparable to Baba Rafi in Asia-wide franchise-led expansion and multi-format café/store models, though operating in a different category (beverages vs. kebab).
• McDonald's Indonesia: Global QSR leader with a substantial Indonesia franchise presence. Comparable to Baba Rafi as a multi-format QSR franchise operator in Indonesia, though serving a broader menu and premium tier rather than a single-category (kebab) focus.
• Pizza Hut (Yum! Brands) Indonesia: Global QSR franchise with a major Indonesia footprint operated via master franchise. Comparable to Baba Rafi in franchise-driven QSR unit growth in Indonesia and use of multi-format (dine-in, delivery, express) real estate strategies.
• KFC (Yum! Brands) Indonesia: Global QSR franchise leader with a large Indonesia footprint operated via master franchise. Comparable to Baba Rafi as a major QSR franchise system targeting the same Indonesian mass-market consumer and franchisee pool, but with vastly greater scale and resources.

Direct peers

• Kopi Kenangan: Indonesian coffee chain that scaled rapidly via company-owned and franchised outlets, achieving unicorn valuation. Comparable to Baba Rafi as a homegrown Indonesian F&B brand with aggressive franchise/unit expansion, capital-efficient growth, and broad mass-market positioning.
• Chatime: Taiwanese bubble tea franchise that built a global network via master franchisees, with a significant Indonesia presence. Comparable to Baba Rafi in master franchisee-driven international expansion and Asian F&B franchise category leadership.
• Fore Coffee: Indonesian tech-enabled coffee chain that scaled via outlets, digital ordering, and aggregator partnerships. Comparable to Baba Rafi in Indonesian F&B franchise trajectory, digital/delivery channel integration (Grab/Gojek), and capital-efficient multi-format expansion.
• J.CO Donuts & Coffee: Indonesian-born QSR chain with regional franchise presence. Comparable to Baba Rafi as a homegrown Indonesian F&B brand that grew via franchising and brand-led expansion across Southeast Asia, targeting similar mass-market consumers.
• Mixue: China-based tea and ice cream QSR franchise that has scaled to tens of thousands of outlets across Asia through an asset-light master franchise model. Highly comparable to Baba Rafi's franchise-led, multi-country expansion playbook and aggressive unit growth.
• German Doner Kebab: UK-based kebab franchise chain that has expanded across Europe, the Middle East, and beyond via master franchise and company-owned outlets. Directly comparable to Baba Rafi as the most prominent kebab franchise peer globally with a similar multi-country franchising model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/BabaRafiGroup
• YouTubeyoutube.com/channel/UCDuM7GBYk14w1oHTGA-H9yA
• Instagraminstagram.com/babarafiofficial
• LinkedInlinkedin.com/company/babarafiindonesia

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Baba Rafi Enterprise