Name:                                     Mr. Hendy SETIONO

Present Position:                     CEO and Founder, Baba Rafi Indonesia

Concurrent Positions:             President Director, Baba Rafi Indonesia

President Director, Piramida Zahira

President Director, Panen Raya Indonesia

Business Motivator and Entrepreneurship Mentor

Education/Training:                Association for Overseas Technical Scholarship (AOTS) Training Program, Japan, 2010

Korea International Cooperation Agency (KOICA) Training Program, Korea, 2010

                                                Advanced Diploma, E-Commerce Information Technology, Information Technology Computer School Singapore Education, 2004

Diploma, E-Commerce Information Technology, Informatics Computer School Singapore Education, 2003

Undergraduate studies, Information Technology Engineering, Institute of Technology Sepuluh November, Surabaya, East Java, 2002

Memberships:                         Executive Vice President, Junior Chapter International Jakarta

Vice Head, Permanent Committee for Entrepreneurship –

Indonesian Chambers of Commerce and Industry

Indonesian Young Entrepreneur Association

Vice Secretary General, Jakarta Entrepreneur Club

Indonesian Franchise Association

Publications:                           Food Business Revolution, 2010

How to Start a Business, 2010

A Smart Way for University Students to be an Entrepreneur, 2008

How to Franchise your Business, 2007

Success Story: From Zero and Hero, 2006

Address:                                  Jl. RS. Fatmawati No. 33

Pondok Labu

Jakarta Selatan, DKI Jakarta


Phone : 62 21 7660487 / 62 81 331148865

Fax:  62 21 7503071

Email:  hendy@babarafi.com

Languages:                             Indonesian, English

U.S. Travel:                            Maryland (1992-94 attended elementary school during his uncle’s university studies), 3 weeks on 2011

Other Travel:                          France, Germany, Japan, Korea, Malaysia, Netherlands, Philippines, Saudi Arabia, Singapore, Sri Lanka, Switzerland, Turkey, Italy, Russia, Qatar, Thailand,


Professional Background:      Mr. Hendy Setiono is the founder and chief executive officer of Baba Rafi Indonesia, a business he began as a food booth serving beef kebab in his home started on 2003, named Kebab Turki Baba Rafi. The following year he expanded his business to other cities and to date he has opened more than  750 outlets selling a variety of food products throughout Indonesia. He is currently expanding his business to Malaysia and the Philippines. Mr. -Setiono has made an effort to develop, teach, and share the importance of promoting entrepreneurial skills among fellow Indonesians and he has developed instructional materials with such titles as How to Franchise your Business (2007) and Food Business Revolution (2010). His skills in introducing products, marketing, and developing partnerships have been recognized by numerous awards regionally and nationally. In 2009, he was selected as Ernst & Young Entrepreneur of the Year, Special Award in Entrepreneurial Spirit 2009. And In 2010, he was the first winner of the Young Marketer Champion award bestowed by Swa Business Magazine.

Hendy Setiono

(CEO and Founder of Baba Rafi Corp, Franchise company group from Indonesia)

I am Hendy Setiono, the owner of PT. Baba Rafi Indonesia (the culinary franchise business from Indonesia), established approximately seven years ago. I founded the business as a student of a university when I was 20 years old. The business, from the beginning until now, has developed to a great extent with three franchise brands, which are Kebab Turki Baba Rafi, Piramizza, and Ayam Bakar Mas Mono. Having a capital of ca. Rp. 4.000.000,- (four million rupiah), I set up the company with my wife. At that time, I didn’t understand the franchise model of business, but being an entrepreneur enabled me to learn a lot about it.

From the brands, now I have around 800 outlets across Indonesia and Malaysia:

1)    Kebab Turki Baba Rafi, there are more than 750 operating Outlets in Indonesia and Malaysia,

2)    Piramizza with more than 75 operating Outlets in Indonesia,

3)    Ayam Bakar Mas Mono, 20 Grilled Chicken Restaurants operating in Indonesia.

Now, there are about 1500 employees in my company, having a various educational background ranging from elementary, junior and senior high school, bachelor to postgraduate. To develop their skills, there’s several training that is given to my employees in the Baba Rafi Academy, before they start working to improve their Skill.

My first franchise brand was Kebab Turki Baba Rafi, and it was the pioneer and the Largest Kebab franchise in Indonesia. To run the business in Indonesia, one of developing countries in Asia, I am focused on working out marketing systems, quality of operational systems that already is existing, applying the better warehouse system, and also improving the quality of human resources. Now, when we have 800 outlets across in Indonesia, our next target is to go international and enter the new markets.

Besides operating my business, I often share my knowledge in a seminar or motivation training, especially for entrepreneurship. On 6-7th 2010, I was invited to become one of the Panelist Speaker on St. Gallen symposium in Switzerland. And I feel I’m so lucky because God gave me a much opportunities to develop my talents. The 41st St. Gallen Symposium invited me again as one of the participant on 12 – 13 May 2011 entitled: “Just Power”. It’s part of my passion, because I love share my skills and experiences to others, especially for young people.

In addition, we often receive entrepreneurship awards not only nationwide but also international ones. I also received Ernst & Young Entrepreneur Of The Year 2009 – Special Award for Entrepreneurial Spirit. As the result, my franchise brands are always in the spotlight in the country and abroad. A few years ago, my business expanded abroad to the neighbor country – Malaysia. And in the nearest future, we will go to other countries.

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