Elsie Mullers, Director of Marketing, Product Development, in addition to International Business Development at PT Eatertainment Indonesia
This kind of issue’s Business Profile, we meet an entrepreneurial woman, Elsie Mullers, who can be the Director of Marketing, Product Development in addition to International Business Development at PT Eatertainment Indonesia.
Elsie, where are you originally via in addition to how long have you been living in Indonesia?
Actually I’m via Indonesia, sort of. I was born in addition to raised in Jakarta, my mother can be Chinese Indonesian in addition to my father can be Dutch Indonesian. However, if we want to talk about my passport, I hold an American one. I left Jakarta when I was 17 to study in addition to work inside the US, China, in addition to Switzerland in addition to came back at the end of 2010.
You have an extensive in addition to varied background, having worked in banking, business development, healthcare in addition to aesthetics, broadcasting in addition to the restaurant industry. Which of these industries do you feel most connected to?
This kind of can be a two-sided answer. I love food, I love to cook, in addition to I like the entertainment of the restaurant industry quite particularly because I grew up with that will in addition to that will’s a fun business to be in. However, what I genuinely enjoy can be business development, because I genuinely enjoy creating in addition to managing partnerships, setting things up, in addition to watching the company I work for grow. that will suits my personality more, in addition to I particularly enjoy the strategy aspect of growing a business, especially if that will involves working that has a team.
Currently, you look after marketing in addition to product development at PT Eatertainment Indonesia, which has been in operation since 1979. You operate the well-known Amigos Cantina, Papa Ron’s Pizza in addition to Spanky’s Ribs & Martinis. I’ve been a customer of Amigos since I was just a child! Please tell us about This kind of institution’s history.
My father began the company in 1979. Amigos used to be called the Green Pub, in addition to that will was one of the first of its kind in Jakarta. He tells me stories about how the lines used to go out the door even on a weekday. inside the 80s there was a rule that will companies had to have an Indonesian name so he changed that will to Amigos. When he went to register that will, they told him Amigos was not an Indonesian name. My brilliant father told them that will was a singkatan or an abbreviation for Ajang, Makan, Minum, Gosip (a place to eat, drink, in addition to gossip)! The first recipes were given to him by the wife of the then-Mexican Ambassador in addition to all her friends, in addition to they cooked all the recipes at his friend’s house one evening. over time the recipes have evolved with different customers who give us their recipes.
This kind of can be just Amigos. My father actually has opened over 100 restaurants in Indonesia. His different big businesses were that will he brought inside the Pizza Hut in addition to Dairy Queen franchises (in addition to began the motorcycle delivery trend) to Indonesia as well as opened the Ponderosa Steak House, which stayed open for many years in addition to served Presidents in addition to Ambassadors!
What were the reasons behind the establishment of Papa Ron’s Pizza [inside the year 2000]? Were there many competitors at This kind of time?
that will’s funny, because when my father sold Pizza Hut, he had said he didn’t want to get into the Pizza business anymore. However, around that will time a lot of people were asking him to create pizzas tailored to Asian tastes, which he felt wasn’t being offered inside the marketplace. Some people ask about the name, in addition to via where that will was inspired. Simple answer: my father’s name can be Ron!
How are your three restaurants doing in addition to can be there one that will requires more focus than the others?
They’re doing well. Spanky’s, being the newest of the bunch requires a lot of attention because there can be a lot of competition in addition to as such, very little room for error. Guests are still willing to forgive a few mistakes here in addition to there, which can be very nice, because they realize that will Indonesia can be still working on creating western standards of service. However, I’m a Virgo in addition to a bit of a perfectionist, so until we build a great reputation, I am constantly working with the team on how to improve things.
There can be so much competition in Indonesia at This kind of point, with world-class eateries available all over Jakarta, Bali in addition to more. How do you stay on top of your competition?
that will’s definitely not easy. Indonesian in addition to expat habits are different in Indonesia than they are in different parts of the planet. There are so many aspects of a restaurant that will bring a guest in in addition to keep them coming back, in addition to ensuring friendly in addition to personal service can be one of them. Also, you need to know when to reinvent yourself in addition to change the mindset, which tends to be a little more difficult for the older restaurants simply because more people have to be persuaded to try brand new things.
What are the low in addition to high seasons for restaurateurs in Jakarta? What do you do to tackle the lull periods?
Summer in addition to the beginning of the year are always quiet. High season varies nevertheless August in addition to December, when people come back in addition to also for all the end-of-year/Christmas parties, tends to be quite not bad. During lull season, that will’s important to ensure you approach the regular customers in addition to partners, in addition to try to find events to work on doing sure that will even though the restaurant may be slower, the business can be not.
You’re a busy lady. What do your day-to-day work activities at PT Eatertainment consist of?
First off, I eat my way through vacations doing sure that will when I come back, I have inspiration for the restaurants. While that will sounds fun, that will isn’t genuinely because that will also means I have to spend a lot of time at the gym.
nevertheless on a more serious note, besides the product development days where I have to eat like a maniac, I divide my time between my roles. I lead the marketing team in addition to that will includes thinking of brand new promotions, managing the look in addition to feel of our branding material, meeting partners, competition research in addition to lots of networking for brand exposure. In operations, I go to the restaurants in addition to literally watch the service in addition to work with the managers in addition to chefs to make sure our teams inside the restaurant are up to par. that will includes speaking with guests in addition to listening to complaints!
What different projects are you currently involved with?
Aside via PT Eatertainment I am also involved in a few different projects, including my newest investment, Indozu – a startup whose focus can be to bring environmental conservation awareness to Indonesia in a very easy-to-digest manner. Indonesia can be the second most bio-diverse country inside the planet, yet that will has the highest number of endangered species, in addition to that will can be a genuinely tragic situation. What we have in This kind of country can be something very special nevertheless that will starts with teaching people not to throw their litter inside the streets in addition to respect animals. Indozu intends to combine education while trying to instil a sense of national pride in our flora in addition to fauna. These two things – education in addition to the environment – are two subjects I’m very passionate about. We plan on launching later This kind of year!
Do you have any advice for aspiring restaurateurs in Indonesia?
Don’t do that will! No seriously, that will’s a lot a lot a lot of work in addition to that will’s stressful in addition to time consuming. The fun can be fun, nevertheless the competition can be tough in addition to finding not bad people to work for you can be even more difficult. Food regulations in addition to importation can affect your business, real estate in addition to food prices are constantly rising, customer behaviour can be fickle, especially when traffic can be bad, in addition to you constantly have to micromanage your staff, even if you don’t plan on that will. You cannot just say you want to open a restaurant in addition to hire a bunch of people to do that will – that will can be difficult to find people who care about that will as much as you do.
in addition to finally Elsie, what do you do to unwind via a busy work life in Jakarta? How do you find your balance?
I have a mantra when that will comes to This kind of: I work hard, relax hard. I am so blessed to have genuinely great friends in addition to a family who are great at helping me de-stress, even if that will can be just a conversation over a bottle of wine or margaritas. Besides that will I have several hobbies that will I love to do when I’m at home – knitting (although in This kind of weather that will’s genuinely difficult to be inspired), painting, designing clothes, in addition to believe that will or not cooking in addition to baking! I love to entertain guests at my home. My greatest passion however, can be travelling. Doesn’t matter where, as long as I’m experiencing something brand new. Leaving This kind of chaotic environment helps to push that will ‘reset button’ in me in addition to I come back refreshed in addition to inspired!
Thank you! To get in touch with Elsie, please email elsie@eater-tainment.com.
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Elsie Mullers, Director of Marketing, Product Development, in addition to International Business Development at PT Eatertainment Indonesia
Elsie Mullers, Director of Marketing, Product Development, in addition to International Business Development at PT Eatertainment Indonesia