Jakarta, March 28th 2014 – Tiara Marga Trakindo (TMT) Group realized that Indonesia’s retail market was growing. This led TMT to diversify its business and enter the retail segment in 2013 by establishing Mahadya business group. Mahadya’s goal is to be a leading retail group in Indonesia by operating various innovative and entertaining lifestyle brands. It also aims to fulfill consumer lifestyle needs by creating more colorful options for the consumers.
Mahadya first stepped into the retail business by obtaining exclusive Master Franchisee rights for the Carl’s Jr. brand in July 2013 under PT Generasi Mutiara Bangsa (GMB) with five Carl’s Jr. restaurants in Jakarta. They now operate seven Carl’s Jr. restaurants in Indonesia.
The first Carl’s Jr. under Mahadya’s management opened in Bintaro Jaya Xchange Mall in January 2014. Mahadya expanded to Surabaya by opening Carl’s Jr. at Juanda International Airport in February 2014 which was the first Carl’s Jr. in Indonesia open 24 hours.
President Director of Mahadya, Irzan H. Pulungan said, “Mahadya is one of the new business units specially established by TMT to penetrate the retail business. TMT has been a strong enterprise in Indonesia for many years, known for our work in the heavy equipment, mining and energy industries. This move into retail allows us to balance and further strengthen our business portfolio. Mahadya will build a broader line of various retail businesses. Besides restaurants, Mahadya will establish leadership in supermarket, café and other retail segments.
“We have entered the Indonesian lifestyle market and plan to become one of the strongest retail players in Indonesia. We are also committed to differentiate every brand we operate,” Irzan H Pulungan said.
Mahadya’s F&B Chief Operating Officer, Mehdi Zaidi, explained that “We chose Carl’s Jr. because it is one the most famous and popular burger brands in USA. Carl’s Jr. is operated by CKE Restaurants Holdings, Inc., (CKE) an international company with strong financial performance and a long trusted professional history. Carl’s Jr. has been operating in the burger business for more than 70 years. We know that Carl’s Jr.’s premium quality burgers will be loved by Indonesian consumers.” With Mahadya’s Acquisition, Carl’s Jr. Indonesia will continue to expand in Indonesia’s major cities, creating thousands of job opportunities for Indonesian people. Carl’s Jr. Indonesia is optimistic about becoming the burger business leader in Indonesia.
CKE Believes in the TMT Partnership
CKE chose to partner with Mahadya in Indonesia due to TMT’s good reputation and strong business experience in Indonesia. Executive Vice President of International Franchise Operations CKE, Ned Lyerly said, “We believe that Mahadya is the right partner to successfully grow and serve Indonesia consumers with Carl’s Jr.’s high quality products and services. The core and spirit of the Carl’s Jr. brand is our premium quality product, outstanding guest service and an industry leading menu that is second to none.
Carl’s Jr. Indonesia Launches New Design Concepts and New Breakfast Selections
In January 2014, Mehdi Zaidi introduced a new restaurant design concept for Carl’s Jr. Indonesia at the Carl’s Jr. restaurant in Bintaro Jaya Xchange Mall. Mehdi Zaidi said that new Carl’s Jr. Indonesia restaurants will open with a revamped modern and convenient interior that provides an exclusive and stylish atmosphere.
To fulfill customers needs, Carl’s Jr. Indonesia has enhanced its menu with various breakfast items in its new Juanda Airport location in Surabaya, which include the Breakfast Burger, Sunrise Croissant Egg and Cheese, Hash Browns, Italian Premium Coffee, and Premium Quality Tea. This breakfast menu will also be served at every stand-alone Carl’s Jr. outside of the malls.
Under Mahadya management, Carl’s Jr. Indonesia also acquired Halal certification for all products. The Halal certification ensures that Muslim consumers can comfortably consume Carl’s Jr. Indonesia high quality products.
Carl’s Jr. serves the highest quality burgers. Unlike other burger restaurant chains, all Carl’s Jr.’s burgers are made to order. This makes the burgers served fresh, tasty, and healthy. The ingredients used are premium quality. Carl’s Jr.’s beef patty is made from 100% beef, without flour mix. Carl’s Jr. also has a special grilling method for its burgers, called “charbroiled. ”The method grills the burger from top and bottom at the same time, ensuring a perfectly tasty and juicy burger.
Carl’s Jr. provides their signature Happy Star Service for all guests through partial table service and warm and friendly hospitality. Moreover, Carl’s Jr. offers free drink refills where customers can refill their soft drinks and iced tea as much as they want.
“Carl’s Jr. Indonesia puts priority on the quality of foods and services. We serve premium burgers with affordable prices. Our guests will enjoy a different, better burger restaurant experience with Carl’s Jr. Indonesia,” said Mehdi Zaidi.
About TMT Group
Tiara Marga Trakindo (TMT) is the holding company of subsidiaries involved in: heavy equipment sales and services, investment company in diversified business, one-stop financing and integrated energy company. TMT was established in 2000 as the parent company of the TMT Group, after the restructuring of PT Trakindo Utama which was established in 1971. Currently, TMT oversees holdings in subsidiaries involved PT Trakindo Utama, PT Chandra Sakti Utama Leasing (CSUL finance), PT Mahadana Dasha Utama (MahaDasha), PT HD Finance, Tbk, dan PT ABM Investama, Tbk. As the holding company, TMT’s role is to enhance and strengthen the subsidiaries and support their corporate values through effective strategic planning, organizing, staffing, directing and controlling. For more information, please visit www.tiaramarga.co.id.
PT Mega Mahadana Hadiya (Mahadya) is the business unit of PT Mahadana Dasha Utama (MahaDasha), established in 2013 as a business unit that operates various businesses in consumer retail segment. Currently, Mahadya operates Carl’s Jr. franchise in Indonesia. Furthermore, Mahadya will soon manage supermarkets, cafes, and other various formats. With the wide network support of the group holding company, Mahadya will become the leading retail player.
About CKE Restaurants Holdings, Inc.
CKE Restaurants Holdings, Inc. (“CKE”) is a privately held company headquartered in Carpinteria, Calif. Through its subsidiaries, CKE owns and licenses Carl’s Jr.® and Hardee’s® quick-service restaurants. CKE operates Carl’s Jr. and Hardee’s as one brand under two names acknowledging the regional heritage of both banners. CKE has a total of 3,449 franchised or company-operated restaurants in 42 states and 30 foreign countries and U.S. territories. Known for its one-of-a-kind premium menu items, as well as an award-winning marketing approach, the Carl’s Jr./Hardee’s brand continues to deliver substantial and consistent growth in the U.S. and overseas. The Carl’s Jr./Hardee’s system is now 74 percent franchised, with international restaurants representing 17 percent of the system. For more information about CKE, please visit www.ckr.com or its brand sites at www.carlsjr.com and www.hardees.com.