SeIndonesia

Se'Indonesia is a quick-service restaurant (QSR) chain in Indonesia, established in 2022 by Rinaldi Utama, an alumnus of Kopi Kenangan. The company aims to address a gap in the Indonesian market for affordable, high-quality protein, specifically targeting the country's relatively low per capita beef consumption. Its business model centers on offering smoked meat rice bowls, primarily featuring Sei Sapi (smoked beef) and Sei Ayam (smoked chicken), which are inspired by the traditional Se'i smoked meat dish from Kupang, East Nusa Tenggara.

The company's strategy combines centralized production with a lean operational model, allowing for rapid and capital-efficient expansion. This approach has enabled outlets to achieve payback in under nine months and maintain profitability. Se'Indonesia operates through a network of dine-in and delivery/takeaway outlets, many of which are open 24/7. Its growth has been accelerated by strategic partnerships with major food aggregators like GoFood, GrabFood, and ShopeeFood, contributing to a six-fold revenue increase in a single year. The customer base is broad, with significant resonance outside of the major metropolitan area of Jakarta.

As of April 2025, the company reported selling over two million meals monthly. Se'Indonesia has successfully raised capital to fuel its growth, including a Series A round in April 2025 led by Insignia Ventures Partners, with participation from Argor Ventures, Saison Capital, and W Fund, among other existing investors like Kopital Ventures and Trihill Capital. This funding is directed towards expanding its network of dine-in stores across Java and Bali. The company's expansion is significant, growing from 20 outlets in January 2024 to 132 within a year.

Keywords: quick-service restaurant, Indonesian cuisine, smoked beef, Sei Sapi, food and beverage, F&B startup, rice bowls, food delivery, restaurant chain, Rinaldi Utama, Insignia Ventures Partners, capital efficient, dine-in, takeaway, fast-growing F&B, Jakarta, Bali, food tech, affordable dining, protein-focused meals