From Ordinary to Extraordinary


From Ordinary to Extraordinary

Qatar is where it all began, there I met a lot of excellent and popular kebab vendors. After tasting one of those kebabs, a tiny glitter of inspiration encouraged me to open a kebab business in Indonesia

In September 2003 I started my first Kebab business with capital investment of 4 million rupiah. I was determined to make this work, nevertheless personal factors got me a in dire straits; my parents discouraged my entrepreneurial spirit. Yet, I kept my commitment to establishs a kebab business.

From a small cart, as well as the loan, I built the business slowly but surely. The inauguration of PT Baba Rafi Indonesia was realized in 2005 and at this point I started to franchise the Kebab Turki Baba Rafi brand.

Years and years of dedicated hard work building this business resulted in success after success in the years to follow. The climax came in 2006 when I received The Asia's Best Entrepreneur under 25 Years award - by Business Week. Numerous awards would and still follow to recognize my persistence, hard work and creative solutions in building business ventures.

Now the Kebab Turki Baba Rafi, which I started from a small cart, has more than 1300 branches spread out over 8 countries across the world. Besides Kebab Turki, I am also leading more than 10 different businesses in various fields such as food, beauty, investments and lifestyle.

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Social Impact

Give Great Attention to the Society

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01 / A Real Action To Share

01 / A Real Action To Share

Success is not useful when it’s not shared with others. With a vision to contribute in the development of successful young entrepreneurs in Indonesia, I have shared my knowledge with thousands of people. I have given hundreds of seminars at various reputable schools and universities in Indonesia for over 12 years. Furthermore, I am active in numerous entrepreneurial associations and organizational activities on a local, national, and international scope. The Indonesian Young Entrepreneurs Association (HIPMI), The Indonesian Chamber of Commerce and Industry (KADIN), The Jakarta Entrepreneur Club and The Surabaya Entrepreneur Club are some examples of organizations I am involved with.

I have also been trusted to be a panelist and speaker to share my achievements in the international economic and business forum at St. Gallen Symposium (2010, Switzerland), World Entrepreneurship Forum (2011, Singapore), Leadership Program on Entrepreneur (2011, USA), St. Petersburg Economic Forum (2011, Russia), UAE International Selection Panel (2013, Dubai), KNS-Business Matching (2014, Korea), Kensushei Network Solution (2014, Japan), SME Congress (2014, Malaysia), CACCI Conference (2014, Sri Lanka), ASEAN Young Business Leader Summit (2015, New Zealand), MAP International CEO Conference (2016, Philippines), Uludag Economy Summit (2018, Turkey), KDEI - Entrepreneur Train Program (2019, Taiwan), etc.

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02 / A Real Action to Build New Generation

02 / A Real Action to Build New Generation

Talking only about past achievements on stage does not change the future; more actions need to be made. Therefore, I also coach young enterpreneurs on how to be successful and I am still doing it today. As a result I have guided many successful young enterpreneurs and invested in more than 50 business ventures in Indonesia.

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03 / A Real Action to Build Social Sustainability and Helping Others

03 / A Real Action to Build Social Sustainability and Helping Others

I have been carrying out many social activities through Baba Rafi Enterprise since 2006 and build the Baba Rafi Academy to help small businesses in Indonesia to developed and become a professional business entity. In 2010, I was honoured with the Corporate Education Award in the Corporate category by Ministry of Education. In 2011, Baba Rafi won Junior Chamber International (JCI) & United Nations - Social Responsible Company award.

Furthermore, I created the Hendy Setiono Foundation along with the concept of social insitution which is able to support itself to ensure a long and healthy future. The Hendy Setiono Foundation is my concrete answer to help the Indonesian society to create a better life.

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Hendy Setiono's Achievement

Speaker for Global Restaurant Leadership Conference (GRLC) Singapore
Winner of Special Recognition Award by QSR Media Awards Singapore
Top 10 Asia Young Entrepreneur by Top Asia Corporate Ball
Jakarta, Indonesia
Indonesia Delegate for Uludag Economy Summit
Winner of MillenialPreneur Award 2018 by IFBC Expo
Jakarta, Indonesia
Winner of Social Responsible Company by Junior Chamber International (JCI) & United Nation
1st Place of Franchise Global Indonesia by President of The Republic of Indonesia
Jakarta, Indonesia
Winner of ASEAN Largest Kebab Retail Chainstore by ASEAN Outstanding Business Award
Jakarta, Indonesia
1st Place of Global Franchise Indonesia by Franchise Indonesia Award, Indonesia Franchise & SME Expo
Jakarta, Indonesia
Indonesia Delegate on 14th MAP International CEO Confrence


Baba Rafi

Hendy Setiono, as the Founder of Baba Rafi Enterprise, continues to innovate and develop each of its brands. Now, there over than 10 brands part of the Baba Rafi Enterprise.

Kebab Turki Baba Rafi

Brand kebab pertama dan terbesar di Indonesia adalah Kebab Turki Baba Rafi (KTBR). Dimulai dari KTBR ini, Baba Rafi ente...

Container Kebab

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Foresthree Coffee

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Bakpia Kukus Tugu Jogja

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Waroeng Mee

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Brand minuman tren jaman sekarang. Drinkinian menjadi minuman favorit kaum muda dengan memberikan rasa yang tidak biasa ...

Tambak Udang Vaname

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Aura Dermatology

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Jubetor merupakan bisnis tempat jual dan beli motor kustom online di Indonesia. Dilatarbelakangi oleh tren motor kusto...

Ninos Edutaiment Park

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Hot Pangsit Nyonyor

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Tokkebi Snack's

Tokkebi Snack's adalah makanan ringan yang tidak lagi baru didunia kuliner dan banyak menjadi favorit disemua kalangan. ...

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List of media with the coverage of Hendy Setiono