Kenangan Brands proves that business success is not measured solely by turnover and the number of branches. Commitment to regulation and consumer protection through halal certification is one of the important pillars of its operations.
Kopi Kenangan, Chigo, Flipp, Kenangan Heritage, to Satu Kenangan. These names are no longer foreign to culinary lovers in Indonesia. Behind the brands that have mushroomed in various cities stands Kenangan Brands, a company that manages more than 1,000 outlets in Indonesia and Malaysia through the entity PT. Bumi Berkah Boga.
However, amidst its popularity and massive business expansion, Kenangan Brands proves that business success is not measured solely by turnover and the number of branches. Commitment to regulation and consumer protection through halal certification is one of the important pillars of its operations.
The company’s initial steps in obtaining halal certification began in 2020. “PT. Bumi Berkah Boga as the company owner first took care of the registration and audit process in June 2020, and received a halal certificate in October 2020,” explained Sally Rachmatika, Head of Quality Assurance and Quality Control (QAQC) Kenangan Brands. “At that time, 320 stores or outlets were immediately audited and all received halal certification,” she added.
Since its inception, Kenangan Brands has indeed embedded the halal principle as a fundamental value that cannot be negotiated. “For us, halal certification is an obligation for business actors. This is a form of PT. Bumi Berkah Boga’s commitment is to comply with regulations, increase and protect consumer trust, and ensure that all production processes and products are safe and of high quality,” said Sally.
She added that halal certification is an added value that strengthens the company’s competitiveness amidst tight competition. “In addition, (halal) is one of the competitive values with other brands, expanding our reputation globally, and increasing our brand reputation.”
However, the journey to halal is not a straight highway without obstacles. Sally did not deny that the initial perception of the halal certification process was challenging. “In our opinion, the halal management process requires effort and effort, so it requires full support from the company’s top management.”
One significant challenge comes from the supplier or vendor side. “Many vendors still use third parties (consultants) to take care of halal certificates, so the halal certification process cannot be in accordance with the official process time,” explained Sally.
Cost is also a separate consideration, especially for business actors with additional obligations outside of halal. “The costs that must be incurred simultaneously will feel heavy, even though they can be used for a long time if there are no changes in raw materials and production facilities.”
Since the formation of the Halal Product Assurance Agency (BPJPH), the halal certification process in Indonesia has undergone significant changes. According to Sally, this makes the stages that must be passed longer. “Stakeholders in this process include several parties, namely BPJPH, LPH LPPOM, MUI Fatwa Commission, vendors, and the company itself,” she said.
Regulatory changes made without a time lag or socialization are also an obstacle. “Regulatory changes related to the process have occurred several times without any socialization and time lag for socialization to business actors. Often, changes are implemented directly. Internal companies are not easy and can not quickly adapt to changes; everything requires a process.”
One technical challenge that has attracted considerable attention is the use of BPJPH’s SiHalal digital system. “The SiHalal application often hangs and is not user-friendly, especially for companies like us that register a large number of menus and facilities,” said Sally.
However, Kenangan Brands did not give up. They created a socialization system and product development scheduling long before the launch. However, Sally admitted that technical matters such as the SiHalal system were beyond their control.
The most interesting thing about the company’s decision to implement halal certification is the change in work culture that it has brought about. “The decision to go halal is a very good decision because it changes the company’s culture,” said Sally.
Now, every new product development at Kenangan Brands must go through a structured process, starting with the selection of raw materials and testing and ending with the naming of the product. “The naming of new products must also be in accordance with Islamic law and be traceable properly,” he added.
The results of this long struggle have also yielded sweet results. As of January 2025, all Kenangan Brands business lines have been halal certified, including 904 Kopi Kenangan outlets, 47 Chigo & Flip Restaurant outlets, 1 Kenangan Heritage outlet, 12 Kenangan Signature outlets, and 27 Satu Kenangan outlets.
It is no wonder that Kenangan Brands has received various prestigious awards, ranging from The Best HAS Implementation 2022 by LPPOM, Favorite Halal Brand 2023, to Global Halal Brand 2024.
With this achievement, Kenangan Brands has proven that business success can go hand in hand with compliance with regulations and halal values. A real inspiration for other business actors in the culinary industry—that maintaining integrity is noble and brings blessings and public trust. (***)
