Posted on by Nathalie Tay
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Sari Roti: How One Woman Transformed Indonesia’s Bread Market
05 Mar
For decades, rice and noodles dominated Indonesian meals, while bread remained expensive and unfamiliar.
That changed in 1995 when Wendy Yap saw an untapped opportunity. She believed soft, affordable bread could become a staple for Indonesian families.
Yap partnered with Japan’s Shikishima Baking Company and invested $5 million in advanced bread-making machines.
By 1997, Sari Roti’s first factory was operational. When the 1998 Asian Financial Crisis hit, supermarkets struggled to stock food, and Sari Roti’s long-lasting bread became a pantry essential.
Demand skyrocketed, cementing its place in households nationwide.
Sari Roti expanded rapidly, launching vendor networks and ensuring its bread reached even small neighborhood stores.
Instead of waiting for customers, vendors on bicycles and pushcarts brought bread directly to the people.
By 2010, the company went public, marking a new era of growth. Despite a political boycott in 2016, it stayed focused on quality, trust, and community investment.
Today, Sari Roti dominates 90% of Indonesia’s packaged bread market, producing millions of loaves daily. It has expanded into cakes and chocolate-filled breads, responding to changing consumer tastes.
With Indonesia’s growing demand for convenient, affordable food, Sari Roti is well-positioned for the future.
Its rise proves success isn’t just about the product—it’s about listening to your customers’ needs and taking bold risks.
After all, sometimes choosing the right timing is the entire strategy.
