The Phenomenon of Geprek Bensu: A Masterclass in Indonesian Food Franchising
In the landscape of Indonesian culinary business, few names resonate as powerfully as Geprek Bensu. Established in 2017 by celebrity entrepreneur Ruben Onsu, the brand didn't just join the "Ayam Geprek" (crushed fried chicken) trend—it defined it for the modern era. By leveraging celebrity branding with a robust, scalable franchise model, Geprek Bensu transformed from a single outlet in South Jakarta into a national powerhouse with hundreds of locations across Indonesia and even abroad.
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| Geprek Bensu |
1. The Core Product: Simplicity and Customization
The foundation of the Geprek Bensu business model is a product that is inherently "Indonesian": fried chicken smashed with spicy chili paste (sambal). * Mass Appeal: Fried chicken is a staple in the Indonesian diet, making the market entry barrier low.
The "Level" System: By allowing customers to choose their spice level (Levels 1–10), the brand turned eating into an experience and a challenge, driving social media engagement.
Affordability: The brand positioned itself in the "low-to-middle" price segment, ensuring high volume and accessibility for students and office workers alike.
2. The Celebrity Branding Engine
While many franchises spend years building brand trust, Geprek Bensu used Ruben Onsu’s celebrity status as a shortcut to nationwide recognition.
Built-in Marketing: With millions of followers, Ruben Onsu provided "free" organic marketing. This lowered the Customer Acquisition Cost (CAC) significantly compared to competitors.
The "Real" Factor: The brand used the slogan "Geprek Bensu yang Real" (The Real Geprek Bensu) to differentiate itself during legal disputes, creating a sense of authenticity and loyalty among fans.
3. The Franchise Mechanism: A Turnkey Solution
Geprek Bensu’s rapid expansion was made possible through a Business Format Franchise. This allowed the parent company, PT Onsu Pangan Perkasa (OPP), to scale without the massive capital expenditure required for company-owned stores.
| Feature | Description |
| Standardization | Every outlet follows strict SOPs for marinating, frying, and sambal preparation to ensure taste consistency. |
| Supply Chain | Franchisees are required to source core ingredients (spices, packaging, flour) from the central distributor, ensuring quality control and a steady revenue stream for the franchisor. |
| Training & Support | Comprehensive training for kitchen staff and managers is provided, reducing the operational burden on the investor. |
| Flexible Formats | They offer various outlet sizes, from small "ruko" (shophouse) setups to larger standalone restaurants. |
4. Strategic Adaptation: The Digital Pivot
One of the most impressive aspects of the Geprek Bensu model is its early and aggressive adoption of Food Delivery Apps (GoFood, GrabFood, and ShopeeFood).
Cloud Kitchen Integration: Many outlets were designed specifically to cater to delivery drivers rather than dine-in guests, optimizing square footage and reducing overhead.
Promotional Synergy: The brand frequently participates in platform-wide discounts, keeping its name at the top of delivery app feeds.
5. Challenges and Lessons
Despite its success, the business model faced significant hurdles, most notably a high-profile trademark dispute over the "Bensu" name. This served as a vital lesson for the Indonesian franchise industry on the importance of IP (Intellectual Property) registration prior to scaling. Furthermore, the rise of countless "copycat" brands forced Geprek Bensu to constantly innovate its menu, adding items like salted egg sauce, mozzarella, and even "Geprek Bensu x Local Snack" collaborations.
Conclusion
The Geprek Bensu business model is a potent mix of cultural relevance, celebrity influence, and operational discipline. By taking a simple traditional dish and applying modern franchise standards, Ruben Onsu created a blueprint for how local Indonesian brands can achieve massive scale in a short period.
Today, Geprek Bensu remains a case study in how to maintain brand relevance in a hyper-competitive market by focusing on what matters most to the Indonesian consumer: bold flavors, affordable prices, and extreme accessibility.