Sari Ratu: Local Taste Goes Global

Hello, OptiMIST People!

Back at it again with KaMIST! Your weekly dose of insights into the latest marketing trends. In this week’s KaMIST we’ll dive into how Sari Ratu is able to be the best nasi padang in Indonesia, even in Southeast Asia.

Indeed you often eat Padang cuisine. Which restaurant do you guys usually eat Padang cuisine?

Padang cuisine is the name used to refer to all types of cuisine originating from the Minangkabau region, West Sumatra province, Indonesia. All of these types of cuisine are more popularly known as Padang cuisine. Although most West Sumatran recipes do not come from the city of Padang, for example, the cities of Bukittinggi, Solok, Padang Pariaman, Payakumbuh, and so on are also known to have rich culinary traditions.

Sari Ratu isn’t a weird name to Padang cuisine lovers in Jakarta. Sari Ratu was founded by Auwines, one of the famous businessmen from Indonesia. The first outlet of Sari ratu restaurant was established on March 20, 1982, at Ratu Plaza, South Jakarta. This restaurant is also a pioneer in the existence of Padangnese restaurants in luxury malls. Auwines conducted business development in Malaysia and Singapore in collaboration with Junaidi bin Jaba in 2001.

“The Best Taste of Nasi Padang”

They feel that eating with family and friends is essential in our lives. Because mealtime is a necessary time, they always try to create a restaurant that can gather people from different backgrounds to experience their “The Best Nasi Padang in Town’. Day by day, they’re preparing the meal fresh everyday using the best ingredients. The quality and taste of their food are unquestionable. This statement can be proven by the number of branches they have opened and their presence at various momentous events.

The restaurant that has its mainstay, Gulai Ayam and Rendang, now has 30 branches, including in Kuala Lumpur and Singapore. In Jakarta, Sari Ratu is easily found in several big names malls in Jakarta including Pondok Indah Mall, Plaza Senayan, Taman Anggrek Mall, Senayan City, Sarinah, and Plaza Indonesia.The opening of Sari Ratu branches overseas proves that our traditional cuisine has also entered the tongue of foreigners.

If you guys want to taste the best authentic Nasi Padang, Come to Sari Ratu!

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The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

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