D'PENYETZ is a growing Indonesian restaurant that has now expanded to Asian region such as Singapore, Malaysia, Indonesia, Myanmar and Brunei Darussalam with a total outlets of 115 outlets across the 5 countries. In Indonesia itself, it started in 2012 and franchised out to cities in Banda Aceh, Medan, Batam, Palembang, Bandung, Cirebon, Makassar, Manado, Pontianak, Balikpapan, Samarinda, Banjarmasin, Singkawang, Jayapura and coming soon Pekanbaru, Pematang Siantar, Tanjong Morawa, Sorong, Manokwari and Surabaya.
Started in Singapore in 2005 by Edy Ongkowijaya as the 'ayam penyet' (smashed fried chicken) pioneer idea in Singapore (under different flagship at that time) where it made a massive hit along with other Indonesian Halal cuisines, that continue its legacy and success until now, and looking set to grow bigger and cover more region because of its prospective good opportunity. Having been equipped by long experiences, full time dedication and passion, the concept and system has always been upgraded and innovated throughout the period of time.
D'PENYETZ has been recognised by media in the regions, such as Singapore's The Straits Times, Asia Business Times, Mediacorp TV Singapore, TV3 Malaysia, MNC TV, Kompas TV (Indonesia), Tribun Newspapers across Indonesia cities and NOVA magazine. Latest media publicity exposed was the features of the founder of D'PENYETZ in TOP 10 OF ASIA exclusive magazine published in Malaysia for the hardwork built of the brand that started from humble beginning. Detik.Com is the latest media online that covers the story of the founder.
D'PENYETZ recognises the philosphy of No Success Comes Easy, and Hardwork Pays Off Eventually. The hardwork and dedication of the team, have been recognised and given few Awards such as FLA Singapore's Franchisor Of The Year 2014, Malaysia's Uprising Franchisor Of The Year by Malaysia Franchise Association and Indonesia's Anugerah Wirausaha (Indonesian Entrepreneur Awards 2016) by the Ministry Of Trade. Along with other domestic awards, they have become further motivation in order to strive harder and provide better service and impact to the market. The latest recognition award is the Best Marketing Campaign 2017 by AFI (Indonesia Franchise Association), Digital Popular Brand Indonesia 2017-2018, Most Promising Brand 2018 and one of Indonesia's GO-FOOD Winner Awards 2017
D'PENYETZ offers a signature dish of Smashed Fried Chicken with variety of chilly sambals so as to create more interest and cater to not just spicy lovers but also non spicy lovers. With the aim to conserve traditional Indonesian with a touch of Javanese and others, that suit to many consumer markets. This has been proven with the acceptance of the culinary in the Asian region by all ethnic race, as well as westerner expatriates. Not just ayam penyet but it has a variety of different kinds of chilly (spicy and non spicy), and other types of beef, fish, seafood, vegetables, soup and snacks. All traditionally Indonesian recipe and fresh spices.
Implementation of continuous R & D for new menu and digital marketing and operational system has been intensified in order to further upgrade and keep up with the market demand, and stay competitive in the market. And we aim to also preserve the traditional genuine Indonesian food culture to the next generations to inherit. With the persistent fighting spirit, passion for F & B and by God's grace, D'PENYETZ aim to be the next KFC of Asia in the next 5 years to come!
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