Rizwan is on the verge of a major change. The small restaurant he built in New York has become a symbol of his determination and tireless hard work. However, the journey has only just begun. Rizwan knows that in order to take his cuisine to the international level and establish Indonesia's position on the world culinary map, he must take big, risky steps.
The competition is fierce, not only from other Asian restaurants, but also from rapidly changing culinary trends. Rizwan decides to build an international restaurant chain that combines cultural heritage and modern innovation. He begins exploring opportunities for cooperation with business partners in various countries, opening branches in several major cities and devising a strategy to globalize authentic Indonesian cuisine that is relevant to international tastes.
On a personal level, the complexity of his relationships with Dita and Emma deepened. The two women represented two important chapters in Rizwan's life—the past and the future, a long-held love and a new love full of hope. Rizwan continued to strive for balance between his professional commitments and personal life, emotional conflicts and responsibilities, while maintaining the integrity and creative vision behind every dish he served.
However, the road to success is full of twists and turns. A financial crisis struck when the main investor withdrew while the expansion project was underway. Pressure from the media, harsh criticism from consumers, and operational problems surfaced. In this precarious situation, Rizwan had to dig deep to find his inner strength, remembering the reason he started this journey in the first place—his love for culinary arts and his desire to bring Indonesia's story to the world stage.
Long nights spent filling his journal became a testament to his inner journey and the new strategies he devised. Amidst the storm, Rizwan remained steadfast in his principle: that every plate that leaves his kitchen is not just food, but a story, an identity, and a hope.
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The crisis that hit Rizwan's restaurant chain came without warning and shook the foundations he had painstakingly built. The main investor withdrew financial support in the midst of an expansion project into several major cities, leaving a huge hole in cash flow and damaging the confidence of his team. In an instant, all of his carefully prepared plans had to be revised, while pressure from the media and sharp criticism from customers began to mount.
This situation forced Rizwan to engage in deep introspection while also sparking the creativity and determination that characterized him. He realized that in order to survive, he had to find solutions that were not merely tactical, but also revolutionary in the culinary business he was running.
First, Rizwan formed a small crisis team consisting of trusted individuals who understood the restaurant's vision and values. Together with them, he reevaluated every aspect of the business—from operational efficiency, cost reduction without compromising quality, to strengthening digital marketing to reach new customers and strengthen the loyalty of existing customers.
Rizwan personally led the development of the "pop-up dining experience" concept, which brought the restaurant's atmosphere to various unique temporary locations—such as city parks, art galleries, and building rooftops—allowing the restaurant to remain in business while reducing fixed costs. These events combined live music performances and interactive cooking demonstrations, attracting the attention of the media and local communities and creating sustained buzz about their brand.
In terms of recipes and menus, Rizwan innovates by creating more affordable dishes without losing their distinctive flavors. Examples of his innovations include "Nasi Goreng Fusion," which uses local ingredients and quick stir-fry cooking techniques with a blend of Indonesian spices, and "Gado-Gado Bowls," which are served fresh with a specially crafted peanut dressing to suit international palates. He also emphasizes minimalist yet elegant plating techniques so that each dish remains appetizing and photo-worthy.
In addition to financial and product management, Rizwan personally strives to maintain team morale through open communication and their involvement in decision-making. He emphasizes the importance of solidarity and a shared vision so that everyone feels they are part of the struggle.
His emotional and personal sides were also severely tested. Dita, who continued to provide support from afar, became a source of spiritual strength, while Emma accompanied him every day in facing turbulence and provided strategic inspiration in marketing and public relations.
Night after night, Rizwan wrote in his journal, reflecting on failures and hopes, strengthening his resolve to rise again. He realized that the crisis was not the end, but a new chapter in his long journey to bring Indonesian flavors to the world stage in a more innovative and sustainable way.
Rizwan is not only a chef, but also a visionary leader who can turn storms into opportunities and carve his mark in the global culinary world with perseverance, creativity, and unwavering love.
***
Running a culinary business with distinctive Indonesian flavors in New York is not just about cooking and serving food; there are many complex details that are rarely known to the public, but are central to the success or failure of a restaurant. Through his extensive experience in the international culinary world, Rizwan has uncovered many secrets, both the advantages and disadvantages inherent in this business.
One of the biggest challenges is obtaining authentic, high-quality ingredients. Authentic Indonesian spices and herbs are difficult to obtain with consistency and at stable prices in New York. Rizwan has had to forge close relationships with trusted international suppliers who are able to maintain the purity of flavors such as cayenne pepper, bay leaves, galangal, and young coconut. In addition, high import costs and import bureaucracy are often obstacles, forcing prices to be adjusted without compromising quality. For most competitors, this forces them to reduce quality for profit margins, something Rizwan has always opposed.
On the other hand, New York's multicultural market provides unique opportunities. Consumers in this city are very open to exploring new flavors and authentic culinary experiences. The existence of the Indonesian diaspora community has become a loyal customer base that helps maintain the restaurant's existence. However, to reach a wider market, the challenge lies in educating the market so that Indonesian flavors are known and appreciated not only as exotic cuisine but as dishes with complex flavors and a rich history.
Operational processes are also fraught with obstacles: kitchens must comply with strict regulations on sanitation and food safety, business licensing is complicated, and rental costs are very high in strategic areas. The advantage of doing business in New York is access to advanced digital marketing technology, enabling focused, data-driven campaigns to attract local customers and tourists with high efficiency.
However, fierce competition also demands continuous innovation. Rizwan realizes that uniqueness is not only about preserving old recipes, but also how those recipes are packaged into an enticing dining experience—from the restaurant's interior concept and personalized service to community events that highlight Indonesian culture and cuisine as a source of inspiration.
Financial management is a crucial aspect; cash flow must be strictly maintained to avoid liquidity crises, especially in the early stages of establishment. Rizwan uses an integrated digital accounting system that he developed with his team to monitor inventory, sales, and expenses in real-time, enabling a quick response to market dynamics.
In this business, good relationships with staff are also vital. His training focuses on building a team that is not only technically competent but also understands the philosophy of taste and culture of the archipelago that he wants to convey. This is a major differentiator in service and the authenticity of the customer experience.
Finally, the main shortcoming of the archipelago's culinary business in New York is the need for consistency in taste and high standards in the face of global culinary expectations. On the other hand, its strengths lie in the vast and diverse market potential, as well as the rich cultural heritage and flavors that can captivate diverse audiences when managed effectively.
The deeper dimensions shaping Rizwan's business—an unseen yet decisive struggle—determine how Indonesian flavors can stand tall on New York's culinary stage.
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Rizwan's restaurant occupies a strategic space in Williamsburg, Brooklyn—an area that is rapidly developing as a center for urban arts and culture with a young and diverse population. This location provides a breath of fresh air and opportunities to target a creative market seeking unique culinary experiences. However, the rent here is relatively high, with monthly costs reaching tens of thousands of dollars, in addition to operational costs that include staff salaries, premium ingredients, electricity, and maintenance of modern kitchen equipment.
To establish an Indonesian-style restaurant in New York, Rizwan had to go through a series of complex administrative processes. Some of the main documents that had to be prepared included a business license, food handler's permit, health inspection permit from the New York Department of Health, land use permit, and alcohol sales license if serving alcohol. This process takes time, legal consultation fees, and sometimes re-licensing if there are changes to the design or concept.
Rizwan's restaurant's signature menu is designed to combine tradition with innovation, one of which is "Rendang Wagyu Fusion". This recipe uses premium Wagyu beef, which is carefully selected for its tender texture and melt-in-your-mouth fat, and is slow-cooked with authentic rendang spices, such as curly red chilies, shallots, garlic, ginger, galangal, lemongrass, lime leaves, and fresh thick coconut milk. The simmering process takes up to 8 hours over low heat to ensure the spices penetrate perfectly and the meat reaches a tender level of doneness.
Once cooked, the meat is sliced and served on a black porcelain plate garnished with pandan leaves. The plating is complemented by fragrant uduk rice, crispy shrimp crackers, and spicy green chili sambal made with fresh green chilies, roasted shrimp paste, and pink tomatoes, providing a contrasting yet harmonious touch of color and flavor.
The cooking process also involves digital temperature control in the kitchen and the use of sous-vide techniques to maintain the texture of the meat. Rizwan and his team pay close attention to every detail, from purchasing ingredients to processing and final presentation, to ensure that each dish has a consistent taste and appearance.
In addition to rendang, other menu items such as "Sate Lilit Bali" with honey mustard sauce, "Gado-Gado with traditional peanut dressing," and "Ayam Bakar Bumbu Rujak" smoked using modern charcoal with strict temperature control are also customer favorites.
The cost of building a restaurant from scratch is not only the initial capital of hundreds of thousands of dollars for renovations, complete kitchen equipment, and raw material stocks, but also running costs such as labor, electricity and water, online and offline marketing, and unexpected costs such as equipment maintenance or minor incidents.
Rizwan is aware that building the taste of the archipelago in a dynamic city like New York is hard work that combines culinary art, business management, and cultural sensitivity. His restaurant is not just a place to eat, but also a space to get to know and appreciate the richness of Indonesian culture through authentic flavors and experiences.
***
After the main investor withdrew, Rizwan found himself in a major crisis that threatened the survival of his restaurant. In a determined move, he decided to seek support from the Indonesian Embassy, hoping to gain assistance in promoting Indonesian cuisine, accessing business networks, and receiving administrative support.
Thoroughly prepared, Rizwan compiled a comprehensive proposal that included his restaurant's profile, his vision of bringing the flavors of the archipelago to the global market, and concrete plans to address financial and operational challenges. The proposal also included efforts to promote Indonesian culture through cuisine and its potential to strengthen relations between countries through food soft diplomacy.
However, Rizwan could already guess the answer he would receive. Various government agencies viewed his proposal with hope, but the reality of bureaucracy and budget constraints meant that direct support for small businesses was relatively limited. The Indonesian Embassy was more involved in large-scale promotions such as culinary festivals, food bazaars, and cultural events that were general in nature and reached many MSME players at once, rather than providing direct financial assistance.
Even so, through the Indonesian Embassy, Rizwan gained important access to a network of culinary diaspora communities, opportunities to participate in Indonesian promotional events, and legal and licensing consultation facilities that helped streamline the administrative process. He was also involved in the Indonesian Culinary Enthusiast (ICE) program managed by the diaspora, paving the way for collaboration and branding.
Another benefit was increased exposure through a festival held by the Indonesian Consulate General in New York, where Rizwan was able to showcase his restaurant's menu and concept to a wide audience, including foreigners and local media. This exposure slowly built the brand's reputation, which then had a positive impact on the business.
Realistically speaking, the embassy's support did not fill the capital gap, but it provided Rizwan with an essential strategic bridge—strengthening the legitimacy of his business, expanding his network, and opening doors for promotion. If used wisely, this could be a stepping stone to survive and thrive in New York's highly competitive business environment.
With these results, Rizwan now holds onto a glimmer of new hope. He knows the struggle is not over, but with community support, collaboration with the embassy, and hard work, his steps remain steady in carving out a success story for his Indonesian-inspired restaurant on the global stage.
***
In a critical situation after his main investor withdrew, Rizwan decided to submit an official request for support to the Indonesian Embassy in New York to establish and develop his restaurant. He took this step because he understood that, in addition to financial assistance, moral support and strategic networking from the embassy were essential to strengthening his position in the international market.
Concrete Steps Submitted to the Indonesian Embassy:
1. Request for Cultural and Culinary Promotion Assistance: Rizwan requested assistance in organizing an Indonesian culinary festival in New York City, as well as cooperation in promotion through social media and Indonesian community networks in the United States. He believed that introducing the richness of Indonesian flavors and culture directly would help with branding and attract new customers.
2. Access to Business Networks and Partnerships: He utilizes the embassy's network facilities to establish cooperation with other Indonesian culinary entrepreneurs, local entrepreneurs, as well as government and social institutions in the United States to increase collaboration and broader market access.
3. Legal and Administrative Support: Rizwan submitted a request for information and assistance in obtaining business permits, processing visas for foreign guests and staff, and legalizing important documents. He hopes that the embassy can help expedite this process through diplomatic channels or cooperation with relevant parties.
Embassy Response and Rizwan's Alleged Intentions:
The official response from the embassy was quite positive, although it was non-financial in nature and consisted of moral support and promotion. They viewed Rizwan's initiative as part of Indonesia's efforts to promote its cuisine and culture globally, which is in line with the "Indonesia Spice Up The World" program.
Since Rizwan first proposed this idea, the embassy has considered it a strategic move that aligns with their vision of elevating Indonesia's image on the international stage. They fully support Rizwan's efforts through their diaspora community network, even assisting with promotional events and liaising with local media.
Impact of the Proposal on Rizwan's Relationship with Investors and His Team:
The embassy's submission and support had a positive impact on Rizwan's relationship with small investors and his team. They saw Rizwan as a figure who was not only fighting alone, but also demonstrating the commitment and support of the embassy, which added to the confidence and legitimacy of the business. This strengthened Rizwan's position in negotiations and regained the trust of both internal and external parties.
Conversely, investors who were previously hesitant began to see Rizwan's courage as a strong signal that his business had relevant diplomatic and social support, so they began to reconsider supporting him gradually. The internal team also felt more confident and enthusiastic because they saw strategic steps and support from official institutions that strengthened the restaurant's position in this competitive market.
This is Rizwan's long and calculated strategic move, turning crisis into opportunity to strengthen the foundation and expand the reach of their culinary business.
***
After receiving non-financial support from the Indonesian Embassy in New York, Rizwan faced a new challenge in securing the financial assistance that was crucial to the survival and development of his restaurant. Although his approach to the embassy opened doors to networking and promotion, fresh funds remained a major need that was difficult to fulfill.
Rizwan racked his brains, trying various ways to find funds. He explored financing schemes through financial institutions that support the Indonesian diaspora, such as the "Diaspora Loan" program distributed by Bank Negara Indonesia (BNI) through its branch offices or global network. This program provides working capital loans for diaspora entrepreneurs, including restaurants and cafes in various large countries such as the United States. However, the loan application process is quite competitive and multi-layered, with strict requirements that include collateral, a detailed business plan, and a strong financial track record—things that Rizwan had to work hard to achieve in order to be accepted.
In addition, Rizwan tried to embrace the diaspora community and crowdfunding platforms to get an injection of funds, garnering support from loyal customers who believed in his restaurant's vision. Despite the warm welcome, the capital raised was not yet significant enough to cover operational needs and expansion plans.
Another major unresolved issue was finding good suppliers of raw materials at competitive prices. Rizwan realized that the quality of ingredients was the main foundation of authentic Indonesian flavors, but the cost of importing spices and fresh ingredients from Indonesia was very expensive and the process was complex. Efforts to establish partnerships with local American suppliers who can substitute authentic ingredients often result in compromises in taste.
Rizwan sought creative solutions by combining limited imported ingredients with local products that meet quality standards, as well as conducting repeated negotiations with several small importers and distributors to get the best prices. However, supplier issues and capital shortages remain major challenges he must face.
Rizwan remains optimistic, believing that great success requires great struggle. He continues to focus on improving service quality and customer experience, strengthening the brand through menu innovation, and maintaining close relationships with the community and supporting institutions as a long-term foundation.
Rizwan, who struggles between hope and reality, is determined to turn things around even though the burden feels heavy and unforgettable.