With the sudden influx of Western, Middle-Eastern and other Asian flavors that imminently take the Philippines by storm, how could an international food brand with a foreign taste introduce itself to the Filipino palate's warm patronage? That's easy. It just has to be tasty, filling, distinct, simple, accessible and affordable. That's a pretty basic formula that arms the success of a famous food cart business that has ruled the kebab-loving hearts of Indonesians, Malaysians, and just recently, the Filipinos.
The name? Kebab Turki Baba Rafi. Just uttering the words that compose the name of this brand can be quite a mouthful let alone memory-friendly. If you ask me now for the exact name without the help of a cheat sheet, you would disown me in a heartbeat. I just couldn't pronounce and memorize any word that comes after Kebab. But that's beside the point as from this moment forward, i'm declaring that if asked which kebab place has the best in the Philippines thus far, I would mumble and stammer for a minute trying to recall the name but then concede to just saying Kebab Whatever, referring to that vibrant yellow and red kiosk that is a breath of fresh air tucked in the seemingly suffocating Dela Rosa Carpark 1 in Makati. I'm uncertain as to when will I get to memorize its name but I know someday I will, and by heart.
According to their website, "Kebab Turki Baba Rafi is one of Indonesia's premier food chains, with almost 900 outlets across the country. The brand was founded by Hendy Setiono, recipient of Ernst & Young's 2009 Entrepreneur of The Year, who was also named by Business Week as one of Asia's Best Entrepreneurs Under 25. In the '2012 Best Franchise Award', Kebab Turki Baba Rafi ranked 3rd, ahead of local and international brands such as McDonalds, Pizza Hut, Starbucks, California Fried Chicken and non-food franchises such as Kumon. Beyond the expansion into Malaysia, Kebab Turki Baba Rafi is now focused on expanding into The Philippines, Thailand, Vietnam, Brunei Darussalam, Hong Kong and other Asian markets."
Isn't that impressive or what? Those credentials definitely speak volumes of their products' overall quality. Touted as the biggest kebab chain in the world, KTBR is expected to dwarf its counterparts in Manila to make it big and earn the love of discerning Filipinos, similar to what it did to the locals of its birth country. In fact, in less than 7 months of operation here in Philippines, there are already 3 branches of KTBR across Luzon and the expansion of 25 more before the end of the year is in the works to extend its reach to our fellows living in farther regions. I would be scared then shift business if I were one of their competitors! I'm actually just learning about this now right after I did my research to backup this post. I remember that I first got my hands on this back in Malaysia however I only took a bite of their shawarma as I was too full to consume anything during that time. It didn't even leave an impression on me. I thought of it as like any other shawarma-WRONG. When I learned from my friend that there's a new kebab place that her officemates are raving about, I was half-interested to go but I knew that I would regret declining such invitation. When we arrived at the place and laid my eyes on their panaflex signage, I knew that I had tried their food before, but never did I give high hopes.
 |
| Facade of Kebab Turki Baba Rafi |
Click Read More for the rest of this post.
