California Fried Chicken

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Wholly owned subsidiary
Industry Restaurants
Founded 1983
Headquarters Jakarta, Indonesia
Products Fried chicken, pizza, pastries, fried noodles
Parent PT Pioneerindo Gourmet International Tbk

California Fried Chicken (CFC) is an Indonesian fast food restaurant chain, serving principally fried chicken. Its major competitors are Texas Chicken and KFC and as of June 2011 it runs 215 chains across Indonesia.1


A CFC branch in Yogyakarta

The chain, established in 1983 in Jakarta as a franchise of the American-based Pioneer Take Out,123 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.89101112

According to an article in Adweek, California Fried Chicken was founded by 3 Indonesian 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 Unfortunately, these stores do not appear not 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 Kentucky Fried Chicken. 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".


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 One author scoffed, 'California fried chicken? Can you believe it, these people eat battery chickens? What sort of progress is that for Indonesia?"18

See also


  1. ^ a b c "Pioneerindo" (in Indonesian). CFC Indonesia. Retrieved 16 June 2011. 
  2. ^ a b Indonesian capital market directory. Institute for Economic and Financial Research. 2003. p. 98. Retrieved 16 June 2011. 
  3. ^ a b "Countries To Go". Adweek, May 20, 1985. Link via LexisNexis.
  4. ^ Yip, George S. (13 July 2000). Asian advantage: key strategies for winning in the Asia-Pacific region. Basic Books. p. 27. ISBN 978-0-7382-0351-5. Retrieved 16 June 2011. 
  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. Retrieved 16 June 2011. 
  6. ^ "More people want to eat out more often, but most aren't able to". The Jakarta Post. 2008-03-06. 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. Retrieved 16 June 2011. 
  8. ^ Indonesia magazine. Yayasan Harapan Kita. 1991. p. 61. Retrieved 16 June 2011. 
  9. ^ Witton, Patrick; Elliott, Mark; Greenway, Paul; Virginia Jealous (15 November 2003). Indonesia. Lonely Planet. p. 676. ISBN 978-1-74059-154-6. Retrieved 16 June 2011. 
  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. Retrieved 16 June 2011. 
  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. Retrieved 16 June 2011. 
  12. ^ Wheeler, Tony (1 February 1992). South-East Asia on a shoestring. Lonely Planet Publications. ISBN 978-0-86442-125-8. Retrieved 16 June 2011. 
  13. ^ "Fast-Food Fight Rages in China: Restaurateurs Aim at Potential Market of 1.2 Billion People". Los Angeles Times, November 20, 1995.
  14. ^ "CFC Perkuat Produk Lokal" (in Indonesian). Suara Medeka. 29 May 2008. Retrieved 16 June 2011. 
  15. ^ "CFC - California Fried Chicken". Bursa Franchise. Retrieved 18 June 2011. 
  16. ^ Jubilee Enterprise. How To Win In Competitive Market. Elex Media Komputindo. p. 4. ISBN 978-979-20-7828-2. Retrieved 16 June 2011. 
  17. ^ Turner, Peter (October 1998). Indonesia's Eastern Islands. Lonely Planet. ISBN 978-0-86442-503-4. Retrieved 16 June 2011. 
  18. ^ Donnelly, John (December 2002). Magic garage. Pandanus Books. p. 202. ISBN 978-1-74076-016-4. Retrieved 16 June 2011. 

External links

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