WARUNK UPNORMAL: THE PIONEER OF CONTEMPORARY NOODLES

In October 2013, several young people who were passionate about culinary business agreed to set up a restaurant called “Nasi Goreng Mafia”. The four young people are Danis Puntoadi, Stefi Kurniadi, Sarita Sutedja and Rex Marindo. With only Rp. 100 million, Rex and his colleagues sacrificed their marketing consulting business and swerved to sell fried rice. However, Rex’s path in the culinary field was not smooth. In the first months, the turnover that he has only hundreds of thousands of rupiah.

Amidst the turmoil, Rex and his team decided to survive whatever obstacles they would encounter. For that reason, to achieve the company’s mission to become a local food chain that is able to bring consumer happiness through the experience of eating food in every outlet, Rex and the team decided to update their culinary concept. To support the idea, Rex observed and explored various regions in Indonesia. From here, Rex and his team developed the idea of running a culinary business while raising local culinary selling value, this is when Warunk UpNormal exist.