Why Baba Rafi’s growth depends on embracing Gen Z consumers

The group is investing in its social media platform to meet this new consumers.

In Indonesia, a large portion of consumers are the younger generation, from millennials to Gen Z. To connect to this younger demographic, F&B holding company Baba Rafi is leveraging social media to stay relevant.

“The Indonesian market is dominated by millennials and Gen Z. That means most of our markets are the young and they also would like to have affordable meals as their choices when they consume any kind of F&B,” Hendy Setiono, Founder & CEO of Baba Rafi Enterprise said.

Baba Rafi has over 10 brands in its portfolio, totalling 1,500 outlets. The biggest is Kebab Turki Baba Rafi, which has over 1,300 outlets.

To meet this growing consumer segment, Hendy said they are making investments in their social media platforms, with even him opening his own TikTok account.

“We are blessed that we have been in the market for 21 years. So it's already been two decades. We are hoping that this legacy of the Baba Rafi Enterprise as one of the legendary brands of kebab that started in Indonesia, could last for another decade,” Hendy said.