US chain Long John Silver’s opens first restaurant in Indonesia

(Source: Long John Silver's )

Long John Silver’s, the US-based seafood restaurant, has opened a global flagship store in Gading Serpong, Indonesia, and signalled plans to expand further in the country.

The flagship store is the brand’s first location in Indonesia under a new partnership with local franchisee, Cipta Putra Nusantara, which plans a second flagship outlet in the last quarter of this year and a longer-term target of more than 50 restaurants in the market.

“We have seen great success establishing brand recognition and customer satisfaction in Singapore, which encouraged us to look at neighbouring markets for expansion opportunities,” said Nate Fowler, Long John Silver’s brand president. 

“The delicious cuisine, paired with the newly booming fast-food industry, made Indonesia an ideal option for Long John Silver’s’ next venture.”

The new Gading Serpong location’s design pays tribute to Long John Silver’s history and features localised design elements including a 3D statue of Long John Silver’s namesake mascot and Captain Flint. The outlet features a free-standing drive-thru and seating for 170 guests across two levels. 

Along with the brand’s menu from the US, the Indonesian store offers a spicy variety of the brand’s batter for fried proteins in addition to the original batter recipe. Customers can order these items for dine-in, take-out, drive-thru, or delivery. 

Earlier this year, Singaporean fast food brand 4Fingers Crispy Chicken (4Fingers) ventured into Indonesia, opening its first outlet in Jakarta. 

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