Es Teler 77
- Company typePrivate
- Founded1982
- HeadquartersSerang, Indonesia
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Es Teler 77 does
Es Teler 77, operated by PT Top Food Indonesia, is a 38-year-old Indonesian quick-service restaurant chain founded on July 7, 1982 in Jakarta. Its core offering is the signature "Es Teler" iced mixed fruit drink (jackfruit, coconut, avocado) with a proprietary specialty sugar syrup produced in-house, alongside a broad menu of Indonesian dishes including bakso, mie ayam, nasi goreng, and packaged consumer products like Saus Sambal Klik chili sauce. The company runs two outlet formats - Fast Food (quick-service) and Resto (full-service) - distributed through a franchise model with company-owned outlets in strategic locations. Operations are supported by a 2.8-hectare ISO 22000 and HACCP certified manufacturing facility producing frozen foods, ready-to-eat meals, processed meats, and seasonings, with all products holding MUI Halal certification.
The business combines traditional QSR revenue with franchise fees, packaged consumer goods, catering (77 Catering Service), mobile (Food Truck 77), and minimarket retail (Mini Delicious). It operates over 140 outlets across 120+ Indonesian cities plus Singapore and Melbourne, located in malls, railway stations, airports, hospitals, and highway rest areas, with approximately 2,200 employees nationwide. Distribution channels include direct outlet sales, franchise operations, third-party delivery platforms (Grab Food, Go-Food), and direct-to-consumer e-commerce (deeats.com), with active social media presence on Instagram, Facebook, TikTok, and YouTube. Following the COVID-19 pandemic, the company pivoted to frozen food and ready-to-eat home delivery in the Jabodetabek area, expanding its addressable occasions beyond dine-in.
Es Teler 77 firmographics
Firmographics- Name
- Es Teler 77
- Legal name
- PT Top Food Indonesia
- Website
- https://esteler77.com
- Company type
- Private
- Founded year
- 1982
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
Es Teler 77 industry classification
Industry- Product category
- Indonesian Quick-Service Restaurant
- NAICS
- Food Manufacturing (311), Mobile Food Services (722330), Caterers (722320), Other Specialty Food Retailers (44529)
- SIC
- Food And Kindred Products (2000), Retail-Eating & Drinking Places (5810), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)
- akta.pro primary industry
- Frozen prepared meals & entrées manufacturing (AFAKAHAA)
- akta.pro secondary industries
- Frozen Ethnic & International Meals (CRADADAE), Refrigerated Meat & Seafood (Processed/Packaged) (CRADACAK), Frozen Entrées & Complete Meals (CRADADAA)
Keywords
Where Es Teler 77 is headquartered
LocationHeadquarters
- HQ city
- Serang
- HQ country
- Indonesia
- HQ region
- Asia
Offices8 records
Markets served
Es Teler 77 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
- Company-Owned Restaurant Operations: Direct revenue from company-owned Es Teler 77 outlets operating under Fast Food and Restaurant concepts. Fast Food provides quick-service experience while Resto offers full service and dining experience.
- Franchise Fees and Royalties: Revenue from franchisees who pay fees to operate Es Teler 77 outlets. Most of the 140+ outlets are franchise-operated. Each year targets adding 25 new franchise outlets.
- Frozen Food and Ready-to-Eat Products: Products including bakso, otak-otak, batagor, siomay, ayam bekakak, cumi cabe ijo, bumbu bakso, bumbu gado-gado, alpukat, and ready-to-eat meals sold through delivery and online channels during COVID-19 pandemic.
- Saus Sambal Klik Retail Sales: Sambal sauce sold at Rp 2,000 per package at all Es Teler 77 outlets and via Go-Food and Grab Food delivery platforms.
- Catering Services: 77 Catering Service providing catering for events and gatherings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Saus Sambal Klik - Rp 2,000 per unit |
| Unit Pricing | Pay-as-you-go | Ayam Cubit - Rp 25,000 |
| Unit Pricing | Pay-as-you-go | Wedang Jahe and Teh Sereh add-on - Rp 7,000 |
| Unit Pricing | Pay-as-you-go | Promo Santai Sore - starting from Rp 29,000 |
| Transaction based/ take rate | Pay-as-you-go | Promo Kupon Ramadhan - up to Rp 77,000 savings |
| Unit Pricing | Pay-as-you-go | Paket Pelajar (Student Package) - starting from Rp 27,273 |
| Unit Pricing | Pay-as-you-go | Food Truck menu items - starting from Rp 10,000 |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels6 records
Es Teler 77 product offering
Product offeringCore offering
Es Teler 77 operates an Indonesian quick-service and casual-dining restaurant franchise chain centered on its signature Es Teler (an iced mixed-fruit drink with jackfruit, coconut, and avocado) and a broader menu of savory Indonesian dishes. The business combines company-owned and franchised outlets with its own 2.8-hectare ISO 22000/HACCP manufacturing facility producing packaged consumer products such as Saus Sambal Klik, frozen food, ready-to-eat meals, ready-to-cook items, and event catering, distributed across Indonesia, Singapore, and Australia.
Product overview
Es Teler 77 is a quick-service Indonesian restaurant chain operating under PT Top Food Indonesia, founded in 1982. The core offering is the signature Es Teler (iced mixed fruit drink) made with jackfruit, coconut, and avocado. The menu spans two formats: Fast Food (quick-service) and Resto (full-service), offering savory Indonesian dishes such as Bakso Super 77, Mie Ayam Pedas 77, Nasi Goreng 77, Otak-otak Goreng 77, and Paket Ayam Kremes. Newer additions include Ayam Cubit (now regular menu), Suka-Suka 77, Es Permen Nona-Nona, and Es Kue Klepon. Beyond dine-in, the company sells packaged products including the Sambal Klik chili sauce, and frozen/ready-to-eat/ready-to-cook product lines manufactured at its 2.8-hectare factory. It also offers catering through 77cateringservice.com, operates Food Truck 77 for events, and maintains an online ordering presence through Go-Food, Grab Food, and its own Deeats platform. The business operates on a franchise model with over 140 outlets in Indonesia, Singapore, and Australia.
Differentiator
Problem solved
Functional benefit
Products and services
- Es Teler 77 Fast Food (Quick-service restaurant format) Quick-service restaurant format serving signature Es Teler (iced mixed fruit drink) plus a focused menu of Indonesian savory dishes such as Bakso Super 77, Mie Ayam Pedas 77, Nasi Goreng 77, Otak-otak Goreng 77, Paket Ayam Kremes, and Ayam Cubit to price-conscious consumers in malls, stations, terminals, airports, and hospitals.
- Es Teler 77 Resto (Full-service restaurant format) Full-service Indonesian restaurant concept offering an expanded menu and sit-down dining experience for customers seeking a more complete meal occasion than the Fast Food format.
- Frozen Food Product Line Factory-manufactured frozen foods including bakso, otak-otak, batagor, siomay, ayam bekakak, cumi cabe ijo, bumbu bakso, bumbu gado-gado, and fresh avocado, produced at the ISO 22000 and HACCP certified facility and sold for home delivery to consumers in Jakarta, Depok, Tangerang, and Bekasi.
- Ready to Eat Meal Line Ready-to-eat Indonesian meals manufactured at Es Teler 77's central facility and delivered directly to homes for convenient at-home consumption.
- Ready to Cook Product Line Semi-prepared Indonesian food kits produced at the company's 2.8-hectare factory that home cooks can finish in their own kitchens, sold for delivery in the Greater Jakarta area.
- 77 Catering Service Event and gathering catering service for corporate and consumer clients, leveraging the company's central kitchen and standardized menu.
- Saus Sambal Klik (Click Chili Sauce) Chili sauce in a proprietary snap-top package sold at Rp 2,000 per unit at all Es Teler 77 outlets and via Go-Food and Grab Food, made with 100% authentic chili and no artificial flavorings or chemicals.
- Ayam Cubit (Regular Menu) Crispy fried chicken coated in sweet and spicy sauce, produced at HACCP and ISO 22000 certified factory with MUI halal certification and priced at Rp 25,000 before tax, sold at all Fast Food and Station outlets.
- Food Truck 77 Mobile yellow food truck bringing Indonesian street-food favorites (es teler, bakso tusuk, siomay, otak-otak, sate ayam, sate maranggi) priced from Rp 10,000 to events, campuses, and community gatherings under the Es Teler 77 brand.
- Es Teler 77 Franchise Program Franchise program allowing partners to operate Es Teler 77 branded outlets with annual targets of 25–30 new openings, supported by central-kitchen supply and standardized menu operations.
Quantifiable outcome
- 38 years of continuous operation with growing franchise network
- +2 more outcomes
Companies that use Es Teler 77
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
Es Teler 77 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Es Teler 77 partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- World Food Programme (WFP)coreCSR partnership with World Food Programme for National Nutrition Day 2018. Es Teler 77 provided nutritious breakfast to over 5,000 school children in food-insecure areas of Indonesia including Banten, Nusa Tenggara Timur, Maluku, Papua, and Papua Barat. This addresses Indonesia's 36.8% stunting rate among children.
- Yayasan Aksi Cepat Tanggap (ACT)minorDisaster relief partnership for September 2018 earthquake and tsunami in Palu, Sigi, and Donggala. Es Teler 77 donated 10% of all Bakso sales from October 6-14, 2018 across all outlets. Donations were channeled through ACT for food, logistics, and Integrated Community Shelter construction.
- Gojek IndonesiaminorPartnership with Gojek driver partners for delivery services. Gojek drivers can order Es Teler 77 products with special driver partnership program.
- Grab Food and Go FoodminorThird-party food delivery partnerships for select Es Teler 77 outlets, providing delivery services to customers ordering frozen food and products.
- deeats.comminorOnline ordering platform partner for direct delivery of frozen food, ready-to-eat, ready-to-cook products and catering to homes in Jakarta, Depok, Tangerang, and Bekasi.
- AIPRO TrainingminorListed on Es Teler 77 Group page alongside 77 Catering Service, suggesting training/professional development partnership.
- 77 Catering ServicecorePart of Es Teler 77 Group ecosystem. Catering service business unit under the same corporate umbrella (PT Top Food Indonesia) providing event catering services.
Scale indicators9 records
Recent moves10 records
Expansion highlights6 records
Es Teler 77 competitors and assessment
Company assessmentMarket position
Competitive moat6 records
Key highlights7 records
Customer concentration
Es Teler 77 social profiles
Digital presenceEs Teler 77 compliance and trust
Trust signalCompliance4 records
Es Teler 77 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Es Teler 77 leadership team
Management profileNumber of profiles
Profiles7 records
Es Teler 77 subsidiaries and ownership
Company hierarchySubsidiaries2 records
Es Teler 77 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Es Teler 77 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 Es Teler 77
What does Es Teler 77 do?
Es Teler 77 operates an Indonesian quick-service and casual-dining restaurant franchise chain centered on its signature Es Teler (an iced mixed-fruit drink with jackfruit, coconut, and avocado) and a broader menu of savory Indonesian dishes. The business combines company-owned and franchised outlets with its own 2.8-hectare ISO 22000/HACCP manufacturing facility producing packaged consumer products such as Saus Sambal Klik, frozen food, ready-to-eat meals, ready-to-cook items, and event catering, distributed across Indonesia, Singapore, and Australia.
Is Es Teler 77 a public or private company?
Es Teler 77 is a private company. It is classified as family owned and is currently operating.
When was Es Teler 77 founded?
Es Teler 77 was founded in 1982. It employs 1,001 to 5,000 people.
Where is Es Teler 77 based?
Es Teler 77 is headquartered in Serang, Indonesia, in the Asia region.
How does Es Teler 77 make money?
Five revenue lines are on record. Company-Owned Restaurant Operations are the primary driver. The others are franchise Fees and Royalties, frozen Food and Ready-to-Eat Products, saus Sambal Klik Retail Sales and catering Services.
Does Es Teler 77 have an API?
No public API is recorded for Es Teler 77.
What industry is Es Teler 77 in?
Es Teler 77's product category is Indonesian Quick-Service Restaurant. Its primary akta.pro industry code is AFAKAHAA, Frozen prepared meals & entrées manufacturing, with a secondary code of CRADADAE, Frozen Ethnic & International Meals. Its NAICS code is 311 and its SIC code is 2000.