Almaz Fried Chicken, a local fried chicken brand with Middle Eastern flavors, is accelerating its expansion amid intense competition in Indonesia's fried chicken market.

Founded by Okta Wirawan on June 14, 2024, under PT ABINDO (Abuya Group), the brand has established 141 outlets as of the end of August 2025.

Bram Dwi Raditya, Co-Founder of Almaz Fried Chicken, stated that the company is targeting 200 operating outlets across Indonesia by the end of this year.

“We are aiming to reach around 250 outlets by February 2026, operating in Lombok, Bali, Kalimantan, Balikpapan, Samarinda, Kendari, Palu,” said Bram.

Expansion Strategy Through Franchise Partnership

The company’s rapid expansion is largely driven by a partnership model. Abuya Group operates only 6–10 outlets, while the majority are owned by franchise partners.

This model was chosen to speed up brand penetration and maintain investment efficiency, according to Bram.

Targeting Cities with Established Fried Chicken Markets

Almaz is focusing on major cities for future expansion, including Balikpapan, Banjarmasin, Samarinda, Kendari, Palu, Aceh, Lampung, Jambi, and areas across Java.

“We are targeting to have 300–400 outlets in 2026,” Bram said.

Site Selection Based on Existing Market Demand

Okta Wirawan, CEO and Founder of Abuya Group, said that location strategy plays a critical role in Almaz’s growth.

“If there is already a McDonald's or KFC, Almaz is confident to enter, because the market is already formed. We are not competitors, but rather offer choices to consumers who want fried chicken, like Albaik in Makkah,” Okta explained.

Jabodetabek Leads Revenue Despite Rapid Growth Elsewhere

Despite rapid expansion, the highest revenue contribution still comes from Jabodetabek, which has the most outlets.

Okta also pointed out the potential in Medan, where a single outlet generates strong revenue.

“Even with only one outlet, the income is high because the market is not yet divided like in Jabodetabek,” he said.

Franchise Package Designed for Scalable Growth

To support this growth, Abuya Group offers a franchise investment package starting at around IDR 750 million.

The primary requirement is a building of at least 15x15 meters located in an area with an existing fried chicken market.

Franchisees will receive a five-year cooperation license, autopilot system, training, marketing support, full operational equipment, POS system, and free initial raw materials.

With this model, Almaz Fried Chicken aims to grow rapidly while maintaining uniform operational standards across all outlets.

PHOTO: MAKASSARKOTA

This article was created with AI assistance.