Not everything new has to feel unfamiliar. Sometimes, what resonates most is something people already know and love, presented in a different way. This idea lies at the heart of the latest collaboration between The People’s Cafe and Bu Rudy, introducing three special menu items available at all The People’s Cafe outlets from 5 May 2026.
From the beginning, The People’s Cafe has been known for bringing everyday Indonesian comfort food and local favourites to a wider audience through a lighter, more accessible dining experience. Over time, this approach has evolved alongside changing consumer habits, particularly among younger generations who continue to seek familiar flavours delivered in more casual and contemporary ways.
Bu Rudy, meanwhile, brings a different story. What began as a home-based business in Surabaya has grown into one of Indonesia’s most recognised culinary brands, renowned not only for its distinctive flavours but also for its consistency and strong connection with customers. These two approaches, one rooted in modern everyday dining and the other built upon decades of culinary heritage, have now come together in a unique collaboration.
Three Signature Dishes Inspired by Bu Rudy’s Iconic Flavours
Through this partnership, The People’s Cafe introduces Nasi Lidah Komplit, Nasi Cumi Hitam, and Nasi Sate Kelapa. Each dish has been carefully developed to ensure every component remains balanced, complementing one another to create a complete dining experience without overpowering the dish’s original character.
The collaboration menu will be available at all The People’s Cafe locations, which currently operate across 63 outlets in cities throughout Indonesia.
Nasi Lidah Komplit
Nasi Lidah Komplit features tender slices of seasoned beef tongue paired with savoury serundeng (spiced grated coconut), alongside stir-fried glass noodles, fresh vegetables, crispy prawns, and Bu Rudy’s signature sambal bawang. The result is a rich combination of flavours that remains comfortingly familiar.
Nasi Cumi Hitam
For those seeking bolder flavours, Nasi Cumi Hitam showcases Madurese-style squid cooked in a rich, dark ink-based sauce, accompanied by stir-fried glass noodles, crispy prawns, and, of course, Bu Rudy’s signature sambal bawang. Together, these elements create a dish with depth and intensity while remaining perfectly balanced when enjoyed with warm rice.
Nasi Sate Kelapa
Completing the trio is Nasi Sate Kelapa, featuring chicken satay coated in seasoned grated coconut, served with a savoury peanut sauce, pickles, and Bu Rudy’s sambal bawang. Available as either an à la carte dish or as a complete meal with rice, it offers a distinctive combination of savoury and subtly sweet flavours that feels both unique and familiar.
Celebrating the Stories Behind Local Cuisine
Today’s consumers are increasingly adventurous, seeking not only great taste but also the stories behind the food they enjoy, from its origins to the cultural character it represents. This growing curiosity has helped local cuisine remain highly relevant, particularly when presented through a more modern and accessible lens.
“What excites us most about this collaboration is the opportunity to reintroduce something familiar in a way that feels closer to today’s lifestyle. We are not changing its essence; we are simply adapting how people experience and enjoy it,” said Cendyarani, President Director of ISMAYA Group.
She added that this approach reflects The People’s Cafe’s understanding of evolving consumer preferences, particularly among younger audiences who are increasingly open to enjoying Indonesian cuisine in more casual and lifestyle-oriented settings. Familiar flavours continue to hold a special place, but the way they are presented must continue to evolve to remain relevant and accessible for different occasions.
For The People’s Cafe, comfort food is not solely about simple, familiar flavours; it is also about emotional connection: food that evokes memories, routines, and experiences that are closely woven into everyday life.
Bringing Bu Rudy to a Wider Audience
The collaboration also provides an opportunity for Bu Rudy to reach consumers in a broader context, extending beyond its longstanding reputation as one of Surabaya’s most popular culinary souvenirs. While Bu Rudy’s dishes have long been enjoyed in their hometown, this partnership allows those signature flavours to be experienced by a wider audience through a more accessible format.
By maintaining the same commitment to quality and consistency, the collaboration enables more people to enjoy Bu Rudy’s distinctive character in a different setting without compromising the identity that has been carefully built over the years.
“For us, the most important thing is ensuring that the flavours people know and love can be enjoyed consistently wherever they try them. This collaboration gives us the opportunity to share our signature taste with more people while preserving the qualities that define it,” said Lanny Siswadi, owner of Bu Rudy.
Staying Relevant Without Losing Cultural Roots
Amid an ever-changing landscape of culinary trends and dining concepts, this collaboration demonstrates that relevance does not always come from creating something entirely new. Sometimes, it comes from finding new ways for something familiar to remain close to people’s lives while staying true to its origins.
As Indonesia’s food and beverage industry continues to evolve, preserving the flavours and identity of local cuisine remains increasingly important. Collaborations such as this offer a way to remain contemporary without abandoning cultural heritage. Ultimately, the responsibility for preserving and celebrating Indonesia’s culinary legacy rests with those who continue to share, enjoy, and support it, particularly as international food brands become increasingly present across the country.
Special Launch Promotions
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To celebrate the launch, The People’s Cafe is offering a range of exclusive promotions through the ISMAYA+ app. These include a Buy One Get One Free offer on the Nasi Sate Kelapa Komplit meal with iced tea, available from 5–11 May 2026, as well as special-value meal bundles available from 5 May 2026 onwards.
Founded in 2003, ISMAYA envisions leading the global restaurant and lifestyle industry through originality and innovation. The company strives to create memorable experiences for customers across Indonesia’s major cities, throughout Southeast Asia, and beyond, enabling people everywhere to eat, drink, and celebrate The Good Life.
The People’s Cafe Indonesia
Instagram: @thepeoplescafe
Website: ismaya.com/brands/the-peoples-cafe
