The 7th International Conference on Business and

Management Research (ICBMR) 2012

WESTERN SUMATERA CARAMELIZED BEEF CURRY

(RENDANG): EMERGING LOCAL FOOD TOWARDS
CULINARY GLOBALIZATION

Authors:

Nila Krisnawati Hidayat , Sabrina Effendy ²,

International Business Administration Department,
Swiss German University –
Edu Town BSD City Tangerang 15339 Indonesia
Telp. +62 21 3045 0045 Ext. 5303
Fax. +62 21 3045 0001
Category : Marketing
 WESTERN SUMATERA CARAMELIZED BEEF CURRY (RENDANG): EMERGING
LOCAL FOOD TOWARDS CULINARY GLOBALIZATION

Nila Krisnawati Hidayat , Sabrina Effendy ²,

International Business Administration Department, Swiss German University, Indonesia

Abstract

Globalization has introduced local foods from around the world to become competitive, but at the

same time it threatens culinary diversity. “Western Sumatera Rendang” has been rapidly growing

and opens challenges to global market penetration. The study is descriptive with quantitative and

qualitative approach. It has three objectives; to identify Indonesian local food growth

opportunities in the global market. It is also to analyze SWOT of “Rendang” and to measure the

global consumer perception level towards “Rendang”. The methodology taken is through Focus

Group Discussions (FGD) with culinary experts as well as through survey to foreigners in

Jabodetabek. The study reveals that there are opportunities for “Rendang” in the global market.

Using the SWOT Analysis, the study found that “Rendang” has substantial strengths and

opportunities, and should implement an aggressive strategy. Using the T-Test, the study found

that there is a positive level of perception from global consumers towards “Rendang”.

Recommendations include the standardization of “Rendang”, more government support towards

SMEs, and strategies to develop “Rendang” cooking sauce products to suit the global market.

Keywords: local food, culinary globalization, global consumer perception, SWOT analysis

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I. INTRODUCTION

Indonesia possesses various unique cultural assets and heritages. Every region and

province in Indonesia has its own specialties, especially in their food. Indonesian food has been

famous for being spicy, sweet, and complex in its flavor and preparation. This makes them very

popular among both local and international consumers. On September 2011, a poll conducted by

CNNGo shows that Indonesian “Rendang” or Caramelized Beef Curry ranked number 1 in their

“World’s 50 Most Delicious Foods” poll (CNNGo.com). This result opened an opportunity for

this local traditional dish to be a valuable contributor to increasing the country’s export

(detikfinance.com, 2011). Therefore, it is indicated that “Rendang” has a good opportunity to be

developed on a global scale.

Food however has often been named as offering a valuable point for observing

globalization, as it highlights close connections among peoples, cultures and places. Culinary

globalization is a subject that is gaining increasing popularity in anthropology, sociology and

cultural studies. One of the areas that have so far received much attention is the global spread of

American fast food (Ritzer 1993; Watson 1997). This indicates that the government has already

realized the potential of bringing this dish to the global market and is supportive of the attempts to

take that opportunity. As consumer lifestyle changes, there is also an increased demand for

processed food products in developed countries. Ready-to-eat food is one of the fastest growing

commodity sectors in this market, especially in Eastern Europe. Consumers in developed

countries tend to consume ready-to-eat food products more than consumers in developing

countries (Gehlhar & Regmi, 2005). Food products that are labor and time saving are increasing

in demand in developed countries (Gehlhar & Regmi, 2005). With all these opportunities and

potential, it is becoming more and more possible to further distribute and develop Indonesian

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Local Food, especially “Rendang”, at a global scale. There are, however, several challenges that

the Indonesian Food Players face in their attempts to globalize their products. These challenges, if

overcome, will result in even greater opportunities to access global markets. The food safety

standards and regulations imposed by several developed countries and the World Trade

Organization (WTO) are one of the challenges that Indonesian Food Industry faces. These

standards are sometimes too high and tend to impact negatively on the international distribution

of food products from developing countries like Indonesia (Jongwanich, 2009).

II. LITERATURE REVIEW

2.1. Globalization in Culinary

Globalization is a common term for processes of international integration arising from

increasing human activity and interchange of worldviews, products, ideas, and other aspects of

culture (Al-Rodhan, 2006; Albrow,1990). Globalization discussion that emphasizes hybridist and

the mosaic model of the cultural mix is based on the assumption that all actors participate in the

process equally, ignoring internal hierarchy among them. Cook and Crang (1996) do not completely

agree with this notion of a random cultural blend and argue for the consideration of complex

contextualization behind the “staging and (re)construction of cultural difference in a globalization of

diversity.” Fundamentally, the concept of national cuisine is an invented tradition. In his analysis of

Indian cookbooks, Appadurai (1988) illustrates that class is an important factor that shapes the

construction of Indian national cuisine. In a similar light, Wilk (1999) contends that “real Belizean

food” is a recent invention created in the process of de-colonization and also in response to intrusive

foreign cultures; he emphasizes that the meaning of national cuisine is changing and shifting over

time. Thai national cuisine is also a construction and the “authentic Thai food” promoted

internationally is a product of nationalism as well as the market economy.

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2.2. Strength Weakness Opportunity Threat (SWOT) Analysis

A firm needs to carefully evaluate and analyze its competitive position to further develop

its competitive advantage (Kotabe & Helsen, 2011). One effective way to do that is through

SWOT (Strengths, Weaknesses, Opportunities and Threats) Analysis. This analysis classifies

information into internal and external factors, then further into positive and negative aspects.

Based on this SWOT model, marketers can develop alternative strategies. Companies may

develop one or more strategies, depending on their objectives and conditions. For example, if the

company found that their strengths and opportunities are strong, they might want to develop the

S*O Strategy to further maximize both their strengths and opportunities. Thus, the SWOT

Analysis framework helps to identify various alternative strategies to consider (Kotabe & Helsen,

2011). SWOT Analysis may be useful to translate managerial planning discussions into a more

structured approach to strategic implementation. SWOT Analysis aims to identify one of the

four distinct patterns in the match between internal resources and external situations (Pearce &

Robinson, 2011).

2.3. Development of New Global Products

Some global companies are excellent in developing new products for the global market.

Gary Reiner explained that these companies pursue opportunities in competitive global markets,

thus their products will be world class. He identified the characteristics of these companies and

noted that (Keegan & Green, 2005) ; They are focused to only a few businesses, The product

development process is actively controlled and improved by senior management, They are able to

hire and maintain the most qualified employees in their fields, They understand that speed in

bringing new products to market strengthens the quality of the product. Steps into developing

new products for the global market are as follows (Kotabe & Helsen, 2011):

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a) Identifying New Product Ideas: Ideas can be obtained from 4Cs (Company, Customers,

Competition, and Collaborators).

b) Screening: Ideas need to be screened to sort out the most potential from the least potential

ones.

c) Concept Testing: The screened ideas then go through concept testing to see how the ideas

can appeal to the market and develop the design of the product.

d) Test Marketing: It is suggested that test marketing should be done as an experiment so

companies can make projections of market shares, sales volume and performance of the

new product.

e) Timing of Entry: Companies should also pay attention to the time to launch their products.

2.4. Perception

Consumer perception applies the concept of sensory perception to marketing and

advertising. Just as sensory perception relates to how humans perceive and process sensory

stimuli through their five senses, consumer perception pertains to how individuals form opinions

about companies and the merchandise they offer through the purchases they make. Merchants

apply consumer perception theory to determine how their customers perceive them. They also use

consumer perception theory to develop marketing and advertising strategies intended to retain

current customers -- and attract new ones. Perception is originally from the Latin perceptio,

percipio (Schacter, Daniel, 2011). It is also could define as the process of attaining awareness or

understanding of the environment by organizing and interpreting sensory information. (Alan,

2011). The process of perception begins with an object in the real world, termed the distal

stimulus or distal object. By means of light, sound or another physical process, the object

stimulates the body's sensory organs. These sensory organs transform the input energy into neural

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activity—a process called transduction. This raw pattern of neural activity is called the proximal

stimulus. These neural signals are transmitted to the brain and processed. The resulting mental

recreation of the distal stimulus is the percept. Perception is sometimes described as the process

of constructing mental representations of distal stimuli using the information available in

proximal stimuli.

III. METHODOLOGY

This study aims to test the hypothesis and answer the research questions, using both

qualitative and quantitative approaches. The purpose of this study is descriptive, where

observations of existing challenges faced by “Rendang” in regards to global market penetration

are done and opportunities to overcome those challenges are identified. This study describes the

phenomena of “Rendang” in terms of its competitive positioning and global consumer perception,

which are then related to its opportunities in penetrating the global market. Both primary and

secondary data are gathered for this research. Secondary data includes statistical data, quotes,

theories, articles, and figures in regards to Indonesia’s processed food industry and the global

market trends towards processed food. Primary data are obtained by using both qualitative and

quantitative approaches. Focus Group Discussions were conducted among groups of local food

producers and suppliers that are SMEs for qualitative approach. The data of the global market

level of perception towards “Rendang” is obtained through conducting a survey among foreigners

or non-Indonesian citizens that are currently in the Jabodetabek area.

IV. DISCUSSION

4.1. Opportunity Growth Analysis of “Rendang” in Indonesia and the Global Market

Caramelized Beef Curry or, in Indonesian, ““Rendang Daging”, is a traditional spicy meat

dish which originated from the West Sumatra province. The term ““Rendang”” itself means the

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process of cooking by stirring the dish constantly, not letting the dish simmer too long without

stirring (Suri, 2012). This dish is widely known and is consumed by people all over Indonesia,

from Sabang to Merauke, from the lowest to the highest economic class of society. Due to its high

popularity and consumer preference, every Padang Restaurant, both in Indonesia and in foreign

countries, has to have “Rendang” in their menu. (williamwongsoseries.com).

Through the years, Padang Restaurants have been opened all over Indonesia and in

several foreign countries, serving Western Sumatra “Rendang” as one of their menu. However,

there hasn’t been much “Rendang” products that are distributed in the local retail markets and are

ready to be consumed by the local customers. The products that are now sold in both local and

global market are still in forms of “ready-to-cook” sauces, while there are demands in the market

for “ready-to-eat” “Rendang” products. With its diverse traditions and delectable cuisines,

Indonesia has a strong potential to attract the attention of the international audience. Both local

and international citizens that visit Indonesia admit that Indonesian Foods, especially “Rendang”,

are undoubtedly delicious. Due to the already high preference and awareness in Indonesia towards

this dish, it seems that there is no need to further promote and educate the local market about this

dish. SMEs in Indonesia are now producing packaged and ready-to-eat “Rendang” products in the

local market. These SMEs are creative and focused in developing their products and brands,

therefore gaining their own customer base as well as awareness for their brands. Some of these

SMEs have even done research and develop their products in accordance to the quality regulations

imposed by the National Drug and Food Monitoring Agency (BPOM). However, these products

are only sold through traditional markets, phone, and online orders. They can’t seem to further

distribute their products in supermarkets or wholesalers, due to complicated procedure and

negotiations. Therefore, the Indonesian Food and Beverage Association (GAPMMI) and the

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Indonesian Government play an important role in developing rules and regulations that can

support these SMEs to further develop and grow. It was previously mentioned in this chapter

that every region and city in West Sumatra has their own version of “Rendang”. These versions

differ in regards to their color, cooking method, and spices. There are “Rendang” from the city of

Padang, Painan, Batusangkar, Bukittinggi, Pariaman, and Payakumbuh (Suri, 2012). Furthermore,

with the different ethnicity of sellers, there are also other versions of “Rendang” which are made

all over Indonesia. These versions differ in taste, color, and even the shape of the dish. These

differences can create confusions in the global market about which versions are the authentic one.

Therefore, there should be a standardized version of “Rendang”, to minimize this problem. The

standardization of “Rendang” should be more to its basic features, such as the name, color, form,

basic ingredients, basic spices, cooking method, and the aroma. The challenge of standardizing

this dish is that there still seems to be no consensus yet on which version that should be

standardized. The standardization process should also be done carefully to prevent conflict over

the reason of choosing one version over the other. The Government and other standardization

bodies should put more concern, commitment and involvement in this process. In conclusion,

“Rendang” has great potential to grow in the Indonesian market due to the large population and

high awareness. If the local authorities and parties are willing and committed to develop the

authentic “Rendang”, this dish could be the icon of Indonesian Culinary and boost the country’s

business and tourism sector. It is suggested that “Rendang” should first be fully developed in the

local market, before penetrating the global market. Due to the complicated procedures, strict

regulations, and high standards imposed by the global market, it requires a lot of effort,

commitment, determination, patience, and cost to bring this local dish to the global market.

Despite the high barriers and difficulties, there are always an opportunity to bring this culinary

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icon into the global market. It is indicated that the demand of exported Indonesian food products

in the global market are mostly from Indonesian citizens or descendants living overseas. The

demand for these products is usually due to the fact that they are homesick and that they miss the

food they used to eat back home. These demands create opportunity for “Rendang” to be

developed and suited to the global market. There are actually quite a number of Indonesian

citizens or descendants that are spread across the globe. For instance, after the Indonesian

Independence in 1945, over 300,000 Indonesians, Europeans, and mixed “Indo” ancestry moved

to the Netherlands. Nowadays, the Indos are the largest minority group in the Netherlands

(Multicultural Netherlands.com, 2010). In Berlin itself, there are a total of 11,947 Indonesian

citizens as of 2010 (Indonesian Embassy, Berlin). As the number of Indonesian citizens in foreign

countries keeps growing, opportunities for Indonesian Food in the global market, especially

“Rendang”, also keep growing. .

However, these global opportunities are overshadowed by several challenges. Since

“Rendang” has not yet been standardized in the local market, it will be very difficult to penetrate

the global market. There have been cases that the “Rendang” dishes, which are sold in the global

market, differ in their basic features. Some dishes are red, some are yellow, and others are green.

The lack of awareness of the global consumers towards this dish also adds to the difficulties.

Extra promotional efforts should be done to educate the market about the authentic Western

Sumatra “Rendang”. There are also difficulties of obtaining basic ingredients to make this dish in

the global market. The ingredients that are commonly found in Indonesia are sometimes rare in

some foreign countries. For instance, shallots are rare and expensive in some foreign countries.

There are also debates about using fresh or packaged coconut milk. Another point is about the low

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willingness of most global consumers in contributing time and efforts into preparing this dish the

right way.

Additionally, international standards and regulations about meat create barriers for “ready-to-eat”

“Rendang” products to enter the global market. Internationally recognized standards and

regulation for meat trade are imposed by the UN Economic Commission for Europe (UNECE).

Importers must follow the criterias imposed by this body. Those criterias are, for example,

certified and registered slaughter houses, concern for the animal health standards, hygiene,

labeling, packaging, and much more (UNECE, 2007). With all these strict regulations, it seems

impossible for “Rendang” products that contain meat to enter the global market. However, spices

and sauces from Indonesia can enter the foreign market more easily. Nowadays, some local

manufacturers of spices and sauces, such as Kokita and Indofood, have exported their products,

including “Rendang” cooking sauces, to the global market. This type of products are “ready-to-

cook” products which requires the consumer to spend some effort and time to cook them before

being able to consume them. Despite the issue of convenience, exporting “ready-to-cook”

“Rendang” products may be the first and easier way to enter the global market.

William Wongso, an Indonesian professional chef and culinary expert, has been studying

about Western Sumatra “Rendang” and has launched his own brand of “ready-to-eat” Western

Sumatra “Rendang” products. He has also been appointed to be the ambassador of Western

Sumatra “Rendang”. His brand and products are sold and marketed in Indonesia and the

Netherlands. Due to the strict regulations and standards about meat commodities, he decided to

produce his products in the Netherlands, using spices from Indonesia and meat from the

Netherlands. The products that are produced in the Netherlands will then be sold and marketed in

the Netherlands.“Rendang” should be developed to suit the global market. In reference to the

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steps into developing new products for the global market formulated by Masaaki Kotabe and

Kristiaan Helsen (2011), the development of “Rendang” should be done through these following

steps :
Step 1: Identifying type of Rendang product
than can be developed

Step 2: Screening the most feasible product

idea that can be developed

Step 3: Designing the features of “Rendang” and

adapting them to the global market

Step 4: Testing the “Rendang” product to the Indonesian

citizens staying in a certain overseas country

Step 5: Timing of “Rendang’s“ entry in the global market

Launch of “Rendang” products

Table 4. 1 : Steps for Global Market Develoment of Rendang

The first step is to decide what type of “Rendang” products is suitable for the global market.

Types of products may include “ready-to-eat” products, in which the products are 90% cooked

and only requires little effort to be consumed; and “ready-to-cook” products, in which the

products are still raw and requires more time and effort to finally be ready to be consumed. In this

stage, identification of which version of “Rendang” that should be developed should also be done.

In the second step, ideas are screened out and the best idea is kept. Looking at the current

situation, it is more feasible to develop the “Rendang” as a “ready-to-cook” product, which is in

the form of cooking sauce. William Wongso suggested that the Padang version of “Rendang”

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should be the one to be developed for the global market. The third step is the Concept Testing

stage. At this stage, details of the product are then designed. In the case of “Rendang”, certain

features such as the ingredients, taste, color, and packaging are designed to be suitable for the

global market. Other safety features such as quality standards and health standards should also be

carefully designed for the global market. Chefs and producers have been participating in

international festivals and bazaars and giving out samples of their product to the global customers.

Feedbacks from these global customers are then collected to help them develop their products.

The fourth step is the Test Marketing stage. After the product has been design and developed, it

should then be tested in the global market. In relevance to “Rendang”, it is suggested that test

marketing should be done towards groups of Indonesian citizens through several particular

Indonesian Embassies that are spread in 130 countries around the world. It is also suggested that

test marketing may be done during “Pasar Malam Indonesia” (Indonesian Night Market) that is

held every year in Den Haag (pasarmalam.indonesia.nl). Time to launch the products should also

be determined before the launch. Since the product features of the “Rendang” cooking sauce are

already developed for the global market, the launch should be done using the Sprinkler Model,

where products are launched simultaneously (Kotabe & Helsen, 2011). Only certain product and

packaging features, such as labeling and languages, should be adapted and suited to the respective

countries. Finally, the launch should be done through the all Indonesian Embassies in 130

countries, by sending Indonesian chefs and food experts to these countries to market and educate

the market about the product and how to use it. Governments are encouraged to educate and

facilitate local “Rendang” producers, especially the SMEs, in preparing them to expand their

business to the global market. Some of the ways to do this are by giving workshops and seminars

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for SMEs, support local SMEs to participate in international bazaars and festivals, as well as

formulating the regulations in a way that can support the development of these SMEs.

4.2. SWOT Analysis of “Rendang”

Before developing any strategies, evaluation and analysis of “Rendang”’s competitive position

should be done. Therefore, Table 4.1 shows the classification of information regarding

“Rendang’s” Strengths, Weaknesses, Opportunities, and Threats (SWOT).

Strengths Weaknesses
High product awareness and customer Not standardized yet in terms of color, name,
preference. Using all real ingredients, no mock form, and basic ingredients
ingredients (ex: real beef, real chilies, real Complex and time-consuming cooking
coconut milk) process
Spices are authentic to Indonesia Indonesian SMEs in the food industry are less
developed and educated about standards and
regulations

Strengths Weaknesses
Voted the World’s Most Delicious Foods Various versions of this dish create
according to CNNGo difficulties to standardization
Possesses Indonesian, particularly Western Lack of Indonesian chefs who are experts in
Sumatran, cultural values Indonesian cuisines, especially “Rendang
Caramelization process of the curry sauce,
creates a unique and authentic aroma and taste
Mixture of the basic ingredients creates an
authentic and mouthwatering taste and aroma
Various versions of this dish create diversity
which may be a unique factor
Opportunities Threats
Less complicated and strict regulations towards Ingredients and spices are rare and expensive
export of “Rendang” cooking sauce products in some foreign countries
Demand from Indonesian citizens or Different versions of this dish found in the
descendants that are spread out around the foreign market, in terms of taste, form, spices,
world ingredients, and cooking method
Upgrade of “Rendang” product quality, Strict regulations and standards about quality
followed by increase of product value and price of meat products imposed in the global
Coordination with Indonesian Embassies to market
launch the product
Commitment and willingness from Indonesian

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cooking sauce producers that may lead to
future cooperation or partnership
To manufacture or produce “ready-to-eat”
“Rendang” products in foreign market

Table 4.2 SWOT Analysis of “Rendang” (Source: Focus Group Discussion)

“Rendang’s” strengths are mostly about its authentic and distinct features, as these features are

rarely found in dishes from other countries. For instance, every single ingredient in this dish has

to be real, meaning that they cannot be substituted with other mock ingredients made up of any

natural or chemical substances. Other strengths include its high awareness, its image, and cultural

values that are difficult to be imitated by any other dish in both the local and global market.

Weaknesses are also mostly about some features and the development of this dish. Various

versions of this dish can be both a strength and a weakness when seen from different perspectives.

Various versions may create diversity and can be marketed as the dish’s uniqueness. On the other

side, these variations may also be a barrier in the standardization process of this dish.

Furthermore, Indonesian SMEs and chefs are still lack in education and information about the

Indonesian food industry, therefore making it difficult for “Rendang” to develop. However, these

drawbacks can be solved by providing organized seminars, workshops, and trainings to these

chefs and SMEs.

After analyzing its SWOT, strategies can then be formulated and implemented. It can be

concluded that “Rendang” has substantial internal strengths as well as numerous environmental

opportunities. In reference to the SWOT Analysis Theory by John A. Pearce and Richard B.

Robinson (2010), “Rendang” falls into Cell 1, which is to implement an aggressive strategy.

Several strengths and opportunities indicators suggest that “Rendang” should be place in Cell 1.

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Strength indicators include the high awareness and preference due to “Rendang’s” leading

position in CNNGo World’s 50 Most Delicious Food Poll as well as its aroma, taste, and

ingredients that are authentic and unique. Opportunities indicators include the possibilities of

developing export for “Rendang” cooking sauce product, the opportunity to upgrade Rendang

product quality, value, and price as well as the opportunity for local manufacturers of cooking

sauces to build cooperation to bring their “Rendang” products to the global market. Aggressive

strategy may include creating attractive campaigns, constant media publications and advertising,

as well as focused development of “Rendang”. Both the government and private business sectors

should work together and have high commitment in implementing this type of strategy. Actually,

certain strategies have been done to develop “Rendang” further in both global and local market.

The Governor of Western Sumatra has now been organizing and encouraging housewives in

regions to produce and sell “Rendang”. There has also been “Rendang” festival that is held

annually by the Western Sumatra Government Tourism and Culture Office in the city of Padang,

where participants may take part in the “Rendang” cooking competition, bazaars, or even the

“Rendang” songwriting competition. This festival aims to promote Western Sumatra cuisines to

the world (ANTARANews.com, 2012).

4.3. Global Consumer Perception Level towards “Rendang”

Surveys were conducted towards foreigners that are currently staying in the Jabodetabek

area of Indonesia. The questionnaire wants to measure the perception level of global consumers

towards “Rendang”. In reference to the perception theory discussed in chapter 2 of this thesis,

consumers’ product knowledge plays a role in shaping consumers’ perception. This knowledge is

classified into three types: Product’s Attributes, Product’s Benefits, and Product’s Values (Peter

& Olson, 2005). All questions are designed as statements and require the respondents to give

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their degree of agreement/disagreement towards each statement. The assessment ranges from

coding 1 for Strongly Disagree, 2 for Disagree, 3 for Neutral/Don’t Know, 4 for Agree, and 5 for

Strongly Agree. Using SPSS 17 and PH Stat software, data are inserted and calculated using the

One Sample T-Test method. The variable “Product’s Attributes” is coded as AT, “Product’s

Benefits” is coded as BE, and “Product’s Values” is coded as VA. The last question concerning

the overall perception, is coded as PER

1 2 3 4 5

Product’s Attributes
3.70 3.88

Product’s Benefits
3.49 3.68

Product’s Values
3.41 3.53
Overall Perception
3.55 3.89

Table 4.3. Summary of Perception Level

Summary of Global Consumers’ Perception of “Rendang” (Source: Questionnaire). In conclusion,

global consumers have positive perception level towards “Rendang”.

V. CONCLUSION

This study attempts to analyze the opportunities of Rendang as a local food in the global

market, analyzing the SWOT, and measuring the global consumer perception level. Opportunities

include a high awareness and preference of the local market towards “Rendang”, it should be

easier for Indonesian Rendang producers to further develop their products in the local market.

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There are also opportunities for the local home industries in Western Sumatra to grow and

develop as well as for SMEs to produce and manufacture “Rendang” in the local market. In the

global market, more opportunities also exist. The strict regulations on meat products and the

rareness of “Rendang’s” basic ingredients in the global market open an opportunity for

“Rendang” cooking sauce products to enter the global market. From SWOT Diagram is shown

that strength of Rendang is dominant ; its authentic features and characteristics, including the

physical and cultural characteristics, that differentiate itself from other traditional dishes from

other countries that are available in the market, voted the World’s Most Delicious Food according

to CNNGo. And its opportunities shown a great indicator; The development of “ready-to-cook”

“Rendang” products, for example: cooking sauce products, for the global market, demand from

Indonesian citizens and descendants in foreign markets and upgrading the quality and value of

“Rendang”. The survey conducted among 100 foreigners in the Jabodetabek region, shown a high

(positive) level of “Rendang’s” attributes, benefits and values.

VI. RECOMMENDATIONS

a) Experts and business players from the Indonesian Food Industry should gather together to

talk about the characteristics and features of “Rendang” and determine on which characteristics

are to be standardized. The elements to be determined may be the “Rendang’s” color, basic

ingredients, and cooking method. For example, the color of “Rendang” is dark brown, it has to

contain coconut milk, chili, and certain spices. The standardized version of “Rendang” will then

be the one to be introduced into the global market.

b) Since, currently, the most product type to export is the “ready-to-cook” products (sauce),

it is suggested that producers of cooking sauce products partnered together to manufacture

cooking sauce products for Indonesian traditional dishes, including “Rendang”. These products

18 7th ICBMR : Western Sumatera Caramelized Beef Curry (Rendang) : Emerging Local Food Towards
Culinary Globalization
are then launched together under one official brand, for example, “Indonesian Authentic

Rendang”.

c) Physical characteristics, such as taste, aroma, and color, should be developed to suit the

global consumers’ preference. Abstract characteristics, such as the name, country-of-origin, and

cultural values, should also be developed as a form of communication that can create appeal

towards the global consumers.

d) Mass media such as magazines and newspapers should be utilized to regularly update and

remind the market about “Rendang”. Both the public and private business players should work

together in developing an attractive marketing campaign to make Indonesia to be a part of the

International Culinary Map

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