Thekabarnews.com—Es Teler 77 began as a small street-side operation. It was built on a family recipe, limited capital, and a willingness to take risks. Later, it became one of Indonesia’s best-known food and beverage brands.

Many people consider Sukyatno Nugroho, the founder of Es Teler 77, one of Indonesia’s most inspirational entrepreneurs. Sukyatno was born in Pekalongan in 1948 and completed his formal education through junior high school. He held various jobs before achieving success. All those activities. All those commercial setbacks.

In 1982 he took the opportunity to turn an ester recipe developed by his mother-in-law, Murniati Widjaja, into a business. It had some notoriety before it went on the market: the recipe had already won a national star competition.

With an initial investment of Rp1 million, Sukyatno opened a small stall in Duta Merlin, Harmoni, Jakarta. The business officially opened on 7 July 1982, a date that later inspired the brand name Es Teler 77.

At the time, few could have predicted that the little drink stall would one day become one of Indonesia’s first franchise operations.

The first years of the company were not simple. Like many small street vendors, Es Teler 77 faces operational problems such as frequent relocations by public order police and lack of business infrastructure.

But the product was an instant hit with consumers. In the competitive culinary market in Indonesia, the combination of avocado, jackfruit, coconut, young coconut, shaved ice, and sweet syrup was a unique and well-known one.

The company has grown through word of mouth and developed a loyal customer base. In 1987, Es Teler 77 achieved a major milestone by being the first to introduce the franchise concept.

Franchising was still a relatively new concept in Indonesia at the time. The global fast-food chains inspired Sukyatno. These chains apply a scalable system to guarantee that all the outlets provide the same product quality and customer experience.

Instead of a single outlet, the corporation created a system of standardized recipes, operating procedures, personnel training systems, and quality standards. Thanks to these precautions, Es Teler 77 was able to expand to other cities, with continuity.

The move is one of the first examples of a local Indonesian food company successfully deploying modern franchising concepts.

As the Es Teler 77 brand grew, it outgrew its traditional street-side locations. It then expanded into shopping malls, office complexes, and premium commercial areas.

The move helped to enhance the brand’s image. In addition, it shifted the focus to a family-friendly restaurant chain rather than a beverage distributor.

The success of Es Teler 77 demonstrates the importance of product quality to operational processes. Most entrepreneurs are excellent at creating outstanding products. But the key to sustainable success is building scalable business structures.

The firm’s experience also holds a larger lesson about entrepreneurship. Formal education is still important, but commercial success often comes down to grit. It also requires seeing opportunity, adapting, and being able to establish repeatable operations.

Today, Es Teler 77 has become a symbol of Indonesia’s business spirit. It started as a small tent operation selling a simple family recipe. Now Es Teler 77 is a nationally recognized franchise brand.

And it’s proof that with exceptional execution of quality products and a long-term perspective, you can build long-lasting commercial success from humble beginnings.

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