California Fried Chicken

California Fried Chicken (CFC) is an Indonesian fast food restaurant chain, serving principally fried chicken. Its major competitors are KFC, McDonald's, A&W, and Texas Chicken, and as of March 2019 it runs 269 locations across Indonesia.

CFC
TypeWholly owned subsidiary
IndustryRestaurants
Founded1983 (1983)
HeadquartersJakarta, Indonesia
ProductsFried chicken, pizza, pastries, fried noodles
ParentPT. Pioneerindo Gourmet International Tbk.
Websitecfcindonesia.com

History
A branch in Jakarta, 2004. Note that the old logo was used.
A branch in Yogyakarta, 2011.

The chain was established in 1983 in Jakarta as a franchise of the American-based Pioneer Take Out,[1][2][3] has an American name and is now entirely Indonesian owned.[4] [5] The chain is supplied by the same group, the Sierad Group, which also supplies chicken to Wendy's and Kentucky Fried Chicken.[2]

It is the main brand of PT Pioneerindo Gourmet International Tbk which was listed on the Jakarta Stock Exchange in 1994. The firm also runs Sapo Oriental and Cal Donat outlets in Jakarta, and employs 1,400 people.[1] Studies conducted by the Jakarta Post reveal that it is the fifth most popular fast food chain in Indonesia after Restoran Sederhana, KFC, McDonald's and Pizza Hut.[6] As the westernization of Indonesia took off in the 1990s, California Fried Chicken took advantage of the growth of American-style malls in the country, reaching 90 by 1998.[7] It is now common to see branches of the chain in malls or near supermarkets, often in direct competition with neighboring branches of the global brands of the above-mentioned and Dunkin' Donuts.[8][9][10][11][12]

According to an article in Adweek, California Fried Chicken was founded by three Indonesians who wanted to introduce the taste of Pioneer Chicken to their homeland that they had enjoyed during their stay in California while attending the University of Southern California.[3]

The Los Angeles Times mentioned that California Fried Chicken had stores in China during the 1990s.[13] However, these stores do not appear to currently exist.

In 2008, the firm opened new outlets in Salatiga and Central Java, marketed in a way which meets local demands by serving traditional Indonesian food staples of fried noodles and rice with chicken.[14]

The logo and marketing of California Fried Chicken is very similar to that of a carriage. Like the KFC logo, CFC uses red and white with the letters CFC and features a cartoon old western white and blue wagon in a yellow circular background.[15] Its advertising slogan is "Bukan Cuma Ayam" which is featured in the logo, meaning "Not Just Chicken".

Reception

Although the chain has become a major success, it has not been without its criticism as globalization of American culture takes full swing.[16] It has been criticized for "being a KFC clone".[17]

See also
  • List of fast-food chicken restaurants

References
  1. "Pioneerindo" (in Indonesian). CFC Indonesia. Archived from the original on 15 May 2015. Retrieved 16 June 2011.
  2. Indonesian capital market directory. Institute for Economic and Financial Research. 2003. p. 98. OCLC 23194779.
  3. "Countries To Go". Adweek. 20 May 1985. Link via LexisNexis.
  4. Yip, George S. (2000). Asian advantage: key strategies for winning in the Asia-Pacific region. Basic Books. p. 27. ISBN 978-0-7382-0351-5. OCLC 43673661.
  5. Pecotich, Anthony & Shultz, Clifford J. (2006). Handbook of markets and economies: East Asia, Southeast Asia, Australia, New Zealand. M.E. Sharpe. p. 273. ISBN 978-0-7656-0972-4. OCLC 166883790.
  6. Guharoy, Debnath (6 March 2008). "More people want to eat out more often, but most aren't able to". The Jakarta Post. Retrieved 16 June 2011.
  7. Pecotich, Anthony & Asia Pacific Centre (1998). Marketing and consumer behavior in East and South-East Asia. McGraw-Hill. p. 304. ISBN 978-0-07-470480-6. OCLC 38901014.
  8. Indonesia magazine. 22. Yayasan Harapan Kita. 1991. p. 61.
  9. Witton, Patrick; Elliott, Mark; Greenway, Paul & Virginia Jealous (2003). Indonesia. Lonely Planet. p. 676. ISBN 978-1-74059-154-6. OCLC 53966465.
  10. INSTATE Pty. Ltd; Rural Industries Research and Development Corporation (1995). Supermarket & retailing infrastructure development in Indonesia: implications for Australian agri-food exports : a report for RIRDC. RIRDC. p. 69. ISBN 978-0-642-20494-3. OCLC 38388906.
  11. Lauter, Paul (2001). From Walden Pond to Jurassic Park: activism, culture, & American studies. Duke University Press. p. 64. ISBN 978-0-8223-2671-7. OCLC 45487390.
  12. Wheeler, Tony (1992). South-East Asia on a shoestring. Lonely Planet Publications. ISBN 978-0-86442-125-8. OCLC 28991090.
  13. Tempest, Rone (20 November 1995). "Fast-Food Fight Rages in China: Restaurateurs Aim at Potential Market of 1.2 Billion People". Los Angeles Times.
  14. "CFC Perkuat Produk Lokal" (in Indonesian). Suara Medeka. 29 May 2008. Archived from the original on 22 March 2012. Retrieved 16 June 2011.
  15. "CFC - California Fried Chicken". Bursa Franchise. Archived from the original on 16 March 2015. Retrieved 18 June 2011.
  16. Jubilee Enterprise. How To Win in Competitive Market. Elex Media Komputindo. p. 4. ISBN 978-979-20-7828-2.
  17. Turner, Peter (October 1998). Indonesia's Eastern Islands. Lonely Planet. ISBN 978-0-86442-503-4. OCLC 39291005.
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