4 Tips Jody Brotosuseno, Bangun ‘Steak n Shake’ - NET YOGYA

Summary

The journey of Waroeng Steak and Shake is an inspiring tale of persistence, creativity, and faith in business. Starting with limited funds and a simple idea to make steak affordable, the founder faced numerous failures but learned from each setback. Through hands-on experimentation, creative branding, and a focus on customer satisfaction, the business grew from a small stall into a successful franchise with branches across Indonesia. The founder emphasizes the importance of focus, consistency, creativity, and faith in achieving success. Waroeng Steak and Shake serves as a powerful example of turning challenges into opportunities for growth.

Takeaways

• 😀 Failure is a learning opportunity: The speaker emphasizes that failure is a part of the journey, and it's crucial to learn from it rather than give up easily.
• 😀 Business requires practice and patience: Success doesn’t come overnight; it’s important to stay committed even during tough times.
• 😀 Affordable pricing as a unique selling point: The speaker’s idea for Waroeng Steak and Shake was driven by the lack of affordable steaks in the market, which made it a hit when they offered them at a reasonable price.
• 😀 Innovation can come from inspiration: The concept of serving affordable steaks in a fried chicken-style wrap was inspired by trends in the local food scene.
• 😀 Starting with limited resources: The speaker started with minimal capital, selling personal belongings to fund the business and beginning with just five tables in a small space.
• 😀 The power of persistence: Even when facing challenges, like low sales or dissatisfied customers, the speaker remained persistent and focused on improving the business.
• 😀 Customer relationships matter: Despite facing difficulties with angry customers, the speaker understood the importance of customer service and treating them with respect.
• 😀 Marketing is key, even on a small budget: Early marketing efforts included distributing brochures and using low-cost radio ads to spread the word about the business.
• 😀 Investment and expansion: As the business grew, the speaker sought investment from family members to expand and open new branches across multiple cities in Indonesia.
• 😀 Consistency and focus are essential: The speaker stresses the importance of staying focused on the business and being consistent in its operations, from pricing strategies to customer service.
• 😀 Creativity in branding: Even small details like branded sauce bottles and packaging were used to enhance visibility and recognition of the Waroeng Steak and Shake brand.
• 😀 Success is driven by faith: The speaker believes that success is ultimately guided by divine intervention, and regular prayer and faith are key to achieving prosperity in business.

Q & A

What inspired the founder to start Waroeng Steak and Shake?

The founder was inspired by the high price of steaks, which were typically only served at 5-star hotels and big restaurants. As a college student in Yogyakarta, he wanted to make steaks affordable for everyone, which led him to create the concept of selling steaks at a much lower price.

How did the founder manage the initial stages of the business with limited capital?

In the beginning, the founder had limited funds and sold his motorbike to finance the business. He started Waroeng Steak and Shake with just five tables and used his house's yard as the location for the business, relying on minimal staff, including himself and his wife.

What challenges did the founder face in the first year of business?

The first year was challenging with many ups and downs. There were days when business was slow, and the founder had to get creative with marketing strategies, such as distributing brochures to people at traffic lights. Additionally, the founder faced difficulties in the early stages due to a lack of funds and experience.

How did the founder handle negative customer feedback early in the business?

When a customer angrily threw money in the founder's face due to slow service, he chose not to react with anger. Instead, he remained calm and focused on the importance of treating customers well, understanding that they are vital to the success of the business.

What marketing techniques were used to promote Waroeng Steak and Shake?

In the beginning, the founder used low-cost marketing strategies like distributing brochures, and once he could afford radio advertising, he looked for the most affordable options. These efforts helped raise awareness about the business.

What role did family play in the business's growth?

The founder turned to his family for investment when seeking to expand the business. His parents and older relatives became investors, which allowed him to grow the business despite a lack of initial funds.

How did Waroeng Steak and Shake expand its presence beyond Yogyakarta?

After the business started gaining popularity in Yogyakarta, Waroeng Steak and Shake expanded to other cities, including Solo, Jakarta, Semarang, Medan, Palembang, Lampung, Makassar, and more. By 2018, they had 87 branches, and plans for international expansion to Singapore and Malaysia were underway.

What are some key principles that the founder believes are important for success in business?

The founder emphasizes the importance of focus, consistency, creativity, and relying on faith in God. He believes that focusing on the business, being consistent in actions, and being creative in branding and marketing are crucial to long-term success.

How did the founder create a unique identity for Waroeng Steak and Shake?

The founder paid close attention to branding, even incorporating the brand name on items like sauce bottles and tables to ensure that customers would recognize the business wherever they encountered it.

What was the impact of Waroeng Steak and Shake on the community and employees?

The founder believes that through his business, he has been able to create jobs for around 1,500 employees, which in turn supports their families. He sees the business as a way to give back to the community and provide opportunities for others.