Se’Indonesia Opens First Malaysian Outlet at 1 Utama, Guided by Consumer Insights from Central Force Insights
Kuala Lumpur, 4 November 2026 — Indonesian quick-service restaurant (QSR) brand Se’Indonesia has opened its first Malaysian outlet at 1 Utama on 3 November 2026, bringing its signature smoked beef and chicken dishes to local diners. The launch marks the brand’s first overseas expansion, supported by consumer research conducted in partnership with Malaysian market research company Central Force Insights to better understand local tastes, preferences and dining behaviours.
Founded in 2022, Se’Indonesia has rapidly grown into a prominent Indonesian QSR brand, establishing more than 300 outlets across 144 cities and 25 provinces and serving over 100 million portions of its signature offerings. Recognised in Forbes Asia’s 100 to Watch 2025, the brand's co-founders, Rinaldi Dharma Utama and Christian Wilfandio, were also named to Forbes’ 30 Under 30 Asia 2026 list under the Retail & Ecommerce category. Se’Indonesia also secured US$9.7 million in Series A funding led by Insignia Ventures Partners in April 2025 to support its continued growth.
Malaysia represents a natural next step for Se’Indonesia, given its established QSR landscape, consumers’ familiarity with regional cuisines and positive reception towards Indonesian brands. However, recognising that cultural similarities do not necessarily translate into identical consumer preferences, the company sought to better understand the Malaysian market before introducing its signature offerings to local diners.
Working with Central Force Insights, Se’Indonesia conducted focus group discussions and local sensory tests to assess consumer perceptions of Indonesian cuisine, responses to its signature products, taste preferences, pricing expectations and dining behaviours. The research helped validate consumer receptiveness to the brand while identifying opportunities to strengthen its appeal through localisation.
The findings revealed encouraging interest among Malaysian consumers, with 55% of 291 research participants rating their likelihood of dining at Se’Indonesia at 8 or above after being introduced to the concept. Its signature offerings also received positive responses, with 72.7% preferring the original chicken se’i and 71.5% preferring the original beef se’i, demonstrating promising acceptance of the flavours that have driven the brand’s success in Indonesia.
Beyond product acceptance, Central Force Insights identified taste, affordability, convenience and menu variety as important considerations influencing Malaysian dining decisions. Preferences surrounding rice accompaniments and spice levels also provided practical insights to help Se’Indonesia refine its product positioning and explore potential menu adaptations while preserving its Indonesian identity.
“Through our research with Se’Indonesia, we identified encouraging interest in its signature products while uncovering local preferences that could influence purchasing decisions. These findings provided the brand with a clearer understanding of what Malaysian consumers value and where localisation could strengthen its appeal. For businesses expanding beyond their home markets, having this understanding early can make a meaningful difference in how they approach a new market,” said See Toh Wai Yu, Chief Executive Officer of Central Force Insights.
For Se’Indonesia, these insights have helped shape its preparations for the Malaysian launch, providing a clearer foundation for introducing its signature se’i dishes to new consumers while remaining responsive to local expectations.
“Malaysia presents an exciting opportunity for us, but we recognise that success in Indonesia does not automatically guarantee success in another market. Working with Central Force Insights has helped us better understand what Malaysian consumers value, allowing us to bring our signature flavours to Malaysia while remaining responsive to local preferences,” said Rinaldi Dharma Utama, Co-Founder and Chief Executive Officer of Se’Indonesia.
Following its debut at 1 Utama, Se’Indonesia is also planning an outlet at The Capitol, marking the next step in establishing its presence in Malaysia and introducing its distinctive Indonesian flavours to a wider local audience.
The collaboration reflects the growing importance of consumer insights in supporting regional business expansion. By helping Se’Indonesia understand local expectations before its market debut, Central Force Insights has played a role in translating the brand’s international growth ambitions into a more informed, consumer-focused expansion strategy, demonstrating how Malaysian research expertise can support regional brands entering new markets.
