This role requires the candidate to work in Tangerang, Indonesia.

Client Overview:

Our client is a flagship fast-food brand founded in 2017 in Beijing, China, that revolutionized the F&B industry by pioneering a model centered around traditional pickled fish. Through innovative operational strategies and a focus on high-quality, standardized dining, the company quickly became a dominant leader in the Chinese fast-food sector. The brand is recognized for making specialized Chinese cuisine accessible, fast, and consistent, driving rapid growth across mainland China and beyond.

After eight years of expansion, the company has established a presence in over 360 cities globally, including major hubs such as New York, Dubai, Kuala Lumpur, and Bangkok. As of 2024, it operates more than 2,500 stores worldwide, making it the largest pickled fish restaurant chain globally. The brand is now entering the Indonesian market, seeking a strategic leader to drive localized growth and establish a strong presence in the region’s competitive catering landscape.

Job Role:

The Country General Manager is a high-impact executive role responsible for the end-to-end strategic development and operational success of the company and business in Indonesia. This role involves designing market entry strategies, building a robust localized franchise network, and ensuring that the brand’s global SOPs are successfully adapted to the Indonesian cultural and regulatory environment. As the primary leader in the region, you will be responsible for single-store ROI, brand equity, and the establishment of a high-performing local team.

Key Responsibilities:

• Formulate a 3–5 year development strategy for Indonesia, including market entry plans, annual investment targets, and optimized franchise policies to enhance brand attractiveness and franchisee retention
• Lead regional marketing strategies, brand promotion, social media/KOL collaborations, and build/manage a localized franchise network with industry associations and agencies
• Establish franchise management hierarchy, coordinate site selection and decoration standards, and organize regular summits to resolve operational challenges while ensuring store ROI
• Supervise implementation of global SOPs, improve store efficiency through data monitoring and shop tours, and drive product localization (taste, menu, regulatory compliance, e.g., Halal)
• Establish crisis response mechanisms, set up and manage local teams (Investment, Operations, Construction), develop performance evaluations, ensure compliance with food safety, labor, and tax laws, and act as liaison with Global Headquarters for strategic alignment

Candidate Requirements:

• Bachelor’s degree or higher (MBA or Master’s in Business Management preferred) with minimum 10 years of F&B experience, especially in chain catering businesses, including at least 5 years in multinational franchise systems
• Proven senior/executive leadership experience handling Market Entry & Strategic Growth, Franchise & Network Development, Operational Excellence & Localization, and P&L ownership
• Deep understanding of the full franchise lifecycle, including investment promotion, construction support, and operational supervision, with familiarity of Indonesian business ecology and political-business resources
• Strong data-driven decision-making, cross-cultural management, and resource integration skills, with a proven track record of scaling F&B brands in new markets
• Professional fluency in Mandarin and English for reporting to HQ and managing local operations

Job Code: #583