HokBen
 |
| HokBen | |
| Company type | Private |
| Industry | Foodservice |
| Founded | 18 April 1985 |
| Headquarters | Jakarta, Indonesia |
Key people | Paulus Arifin (CEO) |
| Products | Japanese-style fast food |
| Website | www.hokben.co.id |
PT Eka Bogainti, trading as HokBen (formerly known as Hoka Hoka Bento), is an Indonesian chain of restaurants that serves mainly Japanese-style fast food. Headquartered in the Jakarta capital region, the chain of restaurants span nationwide across the Indonesian islands of Java, Bali, Kalimantan, Sulawesi, and Sumatra.
Nomenclature
[edit]HokBen is a portmanteau word derived from an early name of the brand, Hoka Hoka Bento, which literally means "steaming bento (Japanese-style takeaway served in box)" in Japanese. It was originally named that way to attract the Japanese expats and the Japanese-enthusiasts in Indonesia.
History
[edit]Established on 18 April 1985 in Kebon Kacang, Jakarta, under PT. Eka Bogainti by Hendra Arifin,[1] HokBen became the largest Japanese-style fast food chain in Indonesia. Although they serve Japanese-style fast food, the ownership,[2] management and cooks are entirely Indonesian.[3] There is no Japanese involvement in the business.[4]
In April 2008, the firm had 98 outlets.[5] As of April 2010, there were around 120 outlets, with expansion planned to other Indonesian cities in Central Java, Yogyakarta and Bali.[6][7] Today[when?], HokBen has 141 restaurant chains in Java and Bali.
Products
[edit]
HokBen serves various Japanese fast food. However, unlike the common ordering and serving method in most fast food restaurants, HokBen's serving arrangement is set similar to a high school cafeteria where customers move along the line with a tray to collect their dishes. Their menu comprises both set meals and à la carte dishes.[8] Although they define themselves as a Japanese restaurant, most of the food served have been adapted to suit Indonesians' taste.[9] Examples of the change include stronger flavor compared to authentic Japanese food as well as the addition of sambal to cater to Indonesians' preference for spicy food.
HokBen offers a kids' meal package called "Kidzu Bento" which includes toys. They are also able to accommodate for children's birthday parties in their restaurants.[10] The logo and toys offered are based on Hoka Hoka Bento characters.
Mascot
[edit]The mascots of HokBen are a pair of adolescent characters named Taro (boy) and Hanako (girl).[11] Both characters appear in the restaurant's logo. It is also used in Japan by New Life Hot Food's.
References
[edit]- ^ "Ciputra Entrepreneurship Hendra Arifin, Sang Pemilik Hokben". Archived from the original on 15 March 2014. Retrieved 15 March 2014.
- ^ "Ternyata Hoka Hoka Bento 100% Milik Orang Indonesia Toh…". Archived from the original on 10 August 2011. Retrieved 7 September 2011.
- ^ "Garuda Indonesia serving Japanese fast food HokBen in business class sparks debate online". Coconuts. 5 July 2019.
- ^ "Garuda to serve HokBen on limited domestic flights". Jakarta Post. 30 November 2018.
- ^ http://www.hokahokabento.co.id/?mod=aboutus&opt=vwSub&cid=2&id=1 [dead link]
- ^ ".:: Hoka Hoka Bento Rambah Pasar Luar Jawa | Tribun Jabar Online ::". Archived from the original on 15 June 2010. Retrieved 7 October 2010.
- ^ "Halo Jepang". Archived from the original on 31 March 2012. Retrieved 7 September 2011.
- ^ "HokBen". www.hokben.co.id. Retrieved 6 November 2017.
- ^ "Japanese Bento with indonesian taste - Review of Hoka Hoka Bento - Gambir, Jakarta, Indonesia - TripAdvisor". www.tripadvisor.com.sg. Retrieved 6 November 2017.
- ^ "HokBen". www.hokben.co.id. Retrieved 6 November 2017.
- ^ Media, Kompas Cyber. "Paket Baru Bento Anak - Kompas.com". KOMPAS.com (in Indonesian). Retrieved 6 November 2017.