The Birth of an Idea: How Donny Pramono Disrupted a Dessert Market

In the mid-2000s, Indonesia’s food and beverage landscape was largely dominated by traditional flavors and a growing appetite for Western fast food. But there was one dessert category still largely untouched — frozen yogurt. That gap was exactly what Donny Pramono, a young and determined entrepreneur, spotted while studying in the United States. What followed was a remarkable journey of innovation, persistence, and branding mastery that led to the birth of Sour Sally — Indonesia’s first and most iconic frozen yogurt brand.

Donny, an alumnus of the University of Southern California (USC) and later the prestigious IE Business School in Spain, didn’t come from a culinary background. Instead, he brought with him a blend of business acumen, global exposure, and a deep understanding of modern consumer culture. Upon returning to Jakarta in 2008, Donny launched the first Sour Sally outlet in a small 3x3 meter kiosk at Plaza Indonesia. Within months, the brand had become a cultural phenomenon.

What made Donny Pramono Sour Sally such a hit was more than just frozen yogurt—it was about delivering a lifestyle experience. From the chic black-and-white branding to Instagram-worthy toppings, Sour Sally wasn’t just dessert—it was a statement.

Building a Lifestyle Brand, Not Just a Yogurt Shop

From the very beginning, Donny understood that product differentiation alone wouldn’t sustain long-term success. While many F&B entrepreneurs were focused on flavor or price, Donny was playing a brand game. He positioned Sour Sally as an aspirational brand—something stylish, premium, and modern.

He designed Sour Sally’s aesthetic identity around minimalism and elegance. The outlets had sleek black-and-white themes. The packaging was photogenic. The staff uniforms were stylish. These weren’t mere design choices—they were part of a brand narrative aimed at Millennials and Gen Z customers who valued visuals and social currency.

This branding approach helped Sour Sally stand out in a crowded retail environment, particularly in malls where competition was fierce. Moreover, the yogurt itself wasn’t just a product—it was customizable. Donny introduced a variety of unique flavors and toppings, ranging from mochi to fresh tropical fruits, encouraging personal expression through food.

As the years progressed, Sour Sally evolved into two main concepts: Sour Sally Mini (targeting smaller cities and middle-income markets) and Sour Sally Premium (focusing on luxury shopping districts and high-end consumers). This dual strategy enabled the company to scale efficiently while preserving brand integrity.

Innovation at the Core of Donny Pramono's Leadership

What sets Donny apart from other F&B founders in Indonesia is his relentless focus on innovation and adaptability. While most local brands hesitate to change winning formulas, Donny has consistently introduced new elements into Sour Sally’s product and business model.

In 2017, he made headlines with the launch of Black Sakura frozen yogurt, a bold product innovation that turned the yogurt jet-black using activated charcoal. Not only was it visually striking, but it also aligned with global health trends, offering detoxifying benefits. It quickly went viral on social media, cementing Sour Sally's reputation as a trendsetter in Indonesia’s dessert space.

Beyond product innovation, Donny also reimagined how the business could grow. He introduced a franchise model for Sour Sally Mini, enabling the brand to expand into second- and third-tier cities across Indonesia. This decision not only democratized access to premium frozen yogurt but also empowered aspiring entrepreneurs to join a fast-growing ecosystem.

Under Donny’s leadership, the company also ventured into digital transformation. Online ordering, collaborations with food delivery apps, and social media marketing became key pillars of growth, especially during the pandemic era.

Inspiring a New Generation of Indonesian Entrepreneurs

More than a successful businessman, Donny Pramono has become a role model for a new generation of Indonesian entrepreneurs. His story is often cited in business schools and entrepreneurship seminars as an example of how global exposure, local insight, and relentless creativity can drive massive impact.

Unlike many F&B startups that burn out after a few years, Donny Pramono Sour Sally has stood the test of time. The brand has remained relevant by evolving with consumer preferences while staying true to its core values—health, fun, and individuality.

Donny has also been vocal about the importance of building a sustainable and ethical business. He has spoken in multiple interviews about responsible franchising, fair employment practices, and giving back to the community through youth mentorship programs.

His background—studying in the U.S., earning an MBA in Europe, and building a brand in Indonesia—reflects a global-local mindset that many young Indonesians now aspire to emulate. He proves that you don’t need to start with a massive factory or a celebrity endorsement; what you need is vision, grit, and the courage to start small.

Conclusion: From 3x3 Meter Kiosk to National Icon

Donny Pramono’s journey with Sour Sally is one of Indonesia’s most compelling entrepreneurial success stories. From a modest kiosk to a national lifestyle brand, his ability to blend global trends with local tastes has changed the way Indonesians experience desserts.

More than just frozen yogurt, Donny Pramono Sour Sally represents a generation of businesses that prioritize innovation, branding, and customer experience. His strategic decisions—franchising, product development, digital adoption—are lessons in modern entrepreneurship.

As Sour Sally continues to expand and evolve, Donny remains at the forefront of Indonesia’s F&B innovation scene. His story is a powerful reminder that with the right mix of creativity, strategy, and authenticity, it’s possible to turn even a simple idea like yogurt into an enduring legacy.