Ismaya’s journey: Reinventing F&B and the entertainment industry through strategic innovation

Ismaya Group has become a role model in Indonesia’s dynamic F&B (Food and Beverage) and entertainment industry. Founded in 2002 by Christian Rijanto, Bram Hendrata, and Brian Sutanto, the group was born from the realization that Jakarta needed more accessible yet stylish lifestyle venues. Their vision was simple yet bold: to build spaces where people could not only enjoy good food and music but also create lasting memories in an inclusive, welcoming atmosphere.

This vision materialized with the opening of Blowfish in 2003, introducing a unique concept that merged premium dining with vibrant music and community energy. It was a springboard for expansion. Over the years, Ismaya Group launched a spectrum of brands, including Djournal Coffee, Kitchenette, Skye, and Haraku, each catering to distinct market segments and lifestyle preferences. These concepts infused the Indonesian F&B scene with global standards wrapped in local flavor.

Beyond food and beverage, the group expanded into lifestyle and entertainment with the creation of Ismaya Live in 2008. Ismaya’s first project, DWP (Djakarta Warehouse Project), started as a modest club event and evolved into one of Asia’s largest electronic music festivals. 

Later came WTF (We The Fest), blending music, arts, and fashion, and the JCF (Jakarta Culinary Festival), celebrating the city’s gastronomic diversity. Through these events, Ismaya Group demonstrated that it wasn’t just building restaurants—it was weaving together a lifestyle ecosystem.

Today, Ismaya operates more than 100 outlets, not only across Indonesia but also in international markets like Dubai. 

Navigating crisis and accelerating innovation

The COVID-19 pandemic was a major disruption for the global F&B and entertainment industries, and Ismaya Group was no exception. Social distancing measures and lockdowns forced the temporary closure of restaurants and the cancellation of music festivals, core components of the Ismaya experience.

President Director Cendyarani, who joined the group during this challenging period, played a key role in guiding it through the storm. She helped refocus operations around digital transformation and cost efficiency. The group pivoted rapidly to online delivery and takeaway services, adjusted menus for home enjoyment, and ensured that even amid lockdown, the “Ismaya experience” could still reach customers virtually.

Though financial losses were inevitable, the group focused on preserving employee morale and customer trust. Ismaya’s leadership refused to surrender, even with thousands of employees’ livelihoods on the line. The pandemic became a test of values—and ultimately a catalyst for long-term change.

After effectively navigating a difficult period and implementing strategies that adapted to shifting consumer behavior, Ismaya Group secured US$18.1 million in funding led by East Ventures, enabling them to relaunch with improved operational performance. Their revenue not only returned to pre-pandemic levels but increased by at least 30%, reflecting not just recovery but renewed strength.

Future vision for innovation, inclusion, and expansion

The company continues to innovate, now exploring the intersection of lifestyle and sports through Padel House, an upcoming venue focused on the fast-growing sport of padel, a hybrid of tennis and squash. This new venture reflects their desire to connect with younger audiences while staying true to loyal customers who have grown alongside the brand.

Meanwhile, the ISMAYA+ mobile app, launched in 2023 and boasting over 13 million active users, also serves as proof of Ismaya’s commitment to tech-enabled features and building a close-knit community with its customers. More than just a transaction tool, it builds community, offers rewards, and deepens the relationship between brand and user.

“This is our way of taking the F&B and entertainment industry to the next level, using technology not just for seamless transactions, but to build stronger relationships with each customer,” said Bram.

Flagship brands such as The People’s Cafe and Djournal Coffee have become pillars of Ismaya Group’s strategy. These more accessible brands allow the group to reach a wider demographic, ensuring that quality experiences are not limited to upscale venues. The People’s Cafe alone has over 50 locations, reflecting strong mass appeal.

Operational consistency remains a top priority. For Cendyarani, F&B is a complex but rewarding business, requiring tight coordination from supply chain to customer service. Rather than viewing competition as a threat, Ismaya embraces it as motivation to keep raising the bar.

The philosophy of becoming a trendsetter, not a follower, underpins every new brand or outlet launch. Ismaya Group goes beyond serving food—it crafts holistic experiences involving storytelling, ambiance, and emotional connection. This dedication has enabled it to thrive in an industry where trends and consumer tastes shift rapidly.

Looking ahead, the group remains anchored in its core mission with bold ideas, a flexible mindset, and a commitment to quality. Ismaya Group is not only adapting to change, it is leading it. Through every challenge and innovation, the company reaffirms its role as a pioneer in shaping Indonesia’s lifestyle and entertainment landscape.

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This article is a summary of Fortune Indonesia Magazine’s article, June 2025 edition.