The Success Story of Ngikan: Revolutionizing the Indonesian Franchise Landscape with "Fish and Cheap"
In the bustling culinary scene of Indonesia, where fried chicken and traditional penyetan often dominate the street-food market, a unique contender emerged to disrupt the status quo: Ngikan. Founded by social media influencers and entrepreneurs Rachel Vennya and Niko Al Hakim, Ngikan has successfully transformed the perception of fish-based fast food, making it affordable, trendy, and highly profitable through its aggressive franchise model.
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| Ngikan |
The Concept: Localizing a Western Classic
The core philosophy behind Ngikan is simple yet brilliant: bringing the British "Fish and Chips" concept to the Indonesian palate. While traditional fish and chips are served with tartar sauce and malt vinegar, Ngikan replaced these with bold, local flavors like Sambal Matah, Sambal Mercon, and Oseng Mercon. Instead of fries, they served the crispy breaded fish with Nasi Liwet (savory coconut rice), making it a complete, satisfying meal that resonates with the local "rice is a must" culture.
Why the Ngikan Franchise Model Works
Ngikan’s rapid expansion to hundreds of outlets across Indonesia didn't happen by accident. Its business model is built on several key pillars that make it attractive to investors:
Low Entry Barrier: Compared to high-end restaurant franchises, Ngikan offers a relatively affordable initial investment. This allows middle-class entrepreneurs to enter the F&B industry with a proven brand.
Operational Simplicity: The menu is streamlined. By focusing on a few core items—crispy fish fillet, savory rice, and a variety of sambals—the kitchen operations are simplified. This reduces the need for highly skilled chefs and minimizes food waste.
Strong Brand Identity: Leveraging the "Influencer Effect," Ngikan launched with massive digital footprints. The brand identity is youthful, vibrant, and highly "Instagrammable," which naturally attracts the Gen Z and Millennial demographics.
Supply Chain Management: The franchisor provides the essential "secret" ingredients, such as the flour premix and specific sambal bases, ensuring taste consistency across all branches from Jakarta to Surabaya.
Analysis of the Revenue Stream
The Ngikan franchise operates on a standard but effective revenue structure:
| Component | Description |
| Franchise Fee | An upfront payment for the right to use the Ngikan brand and system for a set period. |
| Raw Material Sales | The central headquarters profits from selling the standardized batter and sauces to franchisees. |
| Marketing Support | National-level digital marketing campaigns that drive traffic to individual local outlets. |
Challenges and Sustainability
Like any rapid-growth franchise, Ngikan faces the challenge of market saturation and maintaining quality control. As the novelty of "Influencer-owned" businesses wears off, the brand has had to pivot toward consistent product quality and menu innovation to ensure long-term customer loyalty.
Their move into delivery-app ecosystems (GoFood, GrabFood, and ShopeeFood) was a masterstroke, allowing small "hole-in-the-wall" locations to generate high sales volumes without needing expensive prime real estate.
Conclusion
Ngikan has proven that with the right localization strategy and a robust franchise system, a simple dish can become a nationwide phenomenon. It stands as a prime example of how modern Indonesian F&B brands are professionalizing street food into scalable, corporate-backed ventures.