Introducing Indonesian culinary and culture can be from anywhere. Like from a “small ” place in a big city in the United States, precisely Manhattan, New York City. Maybe that’s the picture of NYC Warkop founded by Omar Karim Prawiranegara with several colleagues, Teguh Chandra, Cut Lakeisha, and Ditto “Percussion” as investors. Warkop NYC successfully represents a simple Indonesian coffee shop, but thick with local wisdom.
“The idea came that the concept of coffee shops aka warkop fits into the lifestyle of New York City residents are fast-paced. We believe that the church is everyone’s place. And, we think the concept also fits with the character of New York City which also has a fast pace and as a melting pot for exposure to a brand. That’s why Warkop NYC present, to answer our concerns will be culinary and pop culture exposure Indonesia abroad which until now is still vague,” said Omar.
When intending to make Warkop NYC, Omar claimed to know no one and really started from scratch. Omar told me, finding a place and taking care of the permit process is the most difficult. Even so, Omar managed to present Warkop NYC independently, standing alone, and there was no touch of assistance from Indonesian institutions at that time.
“We are very happy because the response we got was very good. In fact, a month after the opening of Warkop NYC, there are still many people in line. Everyone is curious and want to try the menu we provide,” jelas Omar.
When Warkop NYC first opened, visitors who come almost 80% are Indonesian. Now, the variety of visitors is balanced 50: 50, between the Diaspora and local residents.
“Coverage by local media, such as eater and NYTimes, is very helpful for us in increasing the exposure of NYC Warkop to local residents. On average per day we can arrival 8-100 visitors and the number can double on weekends, ” said Omar.
Portrait of Omar Karim in front of NYC Warkop. (Photo: Instagram / warkopnyc).
Established on March 3, 2022, one of the best-selling menus at Warkop NYC is internet (instant noodles served with eggs and corned beef) and palm milk iced coffee. In addition, Omar and his team also add new menu variations such as green bean porridge menu.
“We do a lot of innovation, especially on the menu. Now, Warkop NYC already provides ready to drink products that are quite popular with local residents. In the future, variations of the menu will continue to be developed,” continued Omar.
Illustration Aren Latte and Miester Mango drink menu at Warkop NYC. (Photo: Instagram / warkopnyc).
Although newly established, the presence of NYC Warkop enough to grab the attention of local residents and become viral in Indonesia. One of the uniqueness of Warkop NYC is to present the” local wisdom ” Indonesia, such as sachets of beverage powder packs are hung and the room with a typical color warkop in general. There are no comfortable chairs typical of modern cafes, customers sit on plastic chairs that are often provided in warkop in Indonesia.
“We want to be one of the largest Indonesian product retail chains in the United States. The dream is there. One way to achieve this is to open branches in several other cities. Hopefully, we can become ambassadors of Indonesian casual culture and Tourism,” said Omar.
What was done by Omar and his colleagues also received appreciation from the Minister of Tourism and Creative Economy Sandiaga Uno. Early last May, Minister Sandi came directly to Warkop NYC after this warkop went viral on social media. On that occasion, Minister Sandi ordered instant noodles and coffee and aren latte, mainstay menu Warkop NYC. While joking, Minister Sandi said that there is a different sensation when eating instant noodles in New York with in Indonesia.
“It turns out that the phrase warkop is everywhere is true. You can also get a free shuttle to New York City! The city of a thousand dreams, where our great hopes for the Indonesian culinary industry can also be realized,” Minister Sandi wrote in a Upload on his Instagram account.
Getting so much attention, Omar wants what he achieves can also be transmitted to other culinary industry players, especially those who want to open restaurants abroad. For that, Omar also hopes that the Indonesian government can provide better support for Indonesian culinary businesses to grow.
“Currently, it would be very helpful if the Indonesian government could provide support, for example by building a central warehouse for Indonesian products abroad. That way, raw materials for Indonesian food can be more easily obtained,” added Omar.