“Eating fried chicken isn’t just about filling your stomach. What we want to offer is the experience of enjoying the warmth and flavors of Jogja and Solo.”

For some people, fried chicken may simply be an uncomplicated dish that can be found almost anywhere. However, for Rizky Pramatyahadi, every piece of fried chicken served is meant to create a memorable experience. Through a generations-old recipe, distinctive Central Javanese flavors, and warm service at every Ayam Goreng Tojoyo outlet, he wants customers to leave not only feeling full, but also having experienced the warmth of the region.

Today, Tojoyo is consistently bustling with customers in the heart of Yogyakarta, Malioboro. However, the restaurant was first established in Solo in 1979. Featuring an original recipe combining fried chicken, beef offal, and its signature sambal, Tojoyo has successfully reached a broad market.

“The name Tojoyo itself means ‘toward success.’ We also chose yellow as our signature color, inspired by the color of cooked fried chicken and offal, which look crispy and appetizing. As a point of differentiation, we offer better quality as well as a special dining experience compared with typical fried-chicken eateries,” he said in an audio statement on Friday (July 3).

According to Rizky, his family’s business history in the two cities—Jogja and Solo—became the foundation for the restaurant’s identity. The combination of fried chicken, sambal, and processed beef offal is Tojoyo’s way of presenting flavors deeply rooted in the local culinary culture.

His decision to enter the culinary business was a conscious one. His educational background in finance, from studying Finance at the University of Wisconsin–Eau Claire in the United States to earning a Master’s degree in Management from the University of Indonesia, provided him with the foundation to develop the family business. For the Jakarta-born entrepreneur, who was born on December 13, 1986, fried chicken has a broad market because it can be enjoyed by people from almost every walk of life.

“This is what motivated me to enter the fried-chicken business. I see the F&B industry, particularly the fried-chicken business, as quite promising and full of opportunities. My parents also always said that almost every Indonesian who is not allergic to chicken enjoys the combination of crispy, savory, salty flavors with spicy sambal. That combination is hard to resist,” he said.

This conviction is complemented by the values instilled in him by his family from an early age. He grew up in an environment where religion served as a foundation for life as well as a guide to business ethics. From his parents, he learned that building a business is not merely about pursuing profit, but also about maintaining integrity, working hard, and never becoming complacent with achievements already attained.

Preserving the Customer’s Flavor Experience

According to Rizky, the customer experience is determined not only by the taste of the food, but also by the overall experience of enjoying the meal. Therefore, attention is given not only to the generations-old recipe, but also to the selection of raw materials, presentation, and atmosphere at each dining location.

Maintaining flavor, he says, must begin with the quality of the raw materials. He believes the free-range chickens they use are raised without antibiotics. Every shipment of chicken and offal undergoes a quality check first. If the ingredients fail to meet the required standards, they are returned to the supplier. In a single kitchen processing cycle, he requires approximately 100 chickens. This process can be carried out four to five times a day to produce fried-chicken-ready portions before they are distributed to all outlets.

The journey of developing the business has not always been smooth. In the early 2000s, his family briefly opened an outlet in Bekasi. However, because their focus at the time was divided among various other business lines, ranging from Muslim fashion to batik stores, the expansion of the business was eventually put on hold. Nevertheless, that experience became valuable preparation for his current focus on the F&B business.

This article is an excerpt from the Profile section of the August 2026 edition of Poultry Indonesia magazine. Read the full article in Poultry Indonesia Magazine – August 2026 Edition. For subscriptions or further information, contact: +62 877-8012-0754 or sirkulasipoultry@gmail.com.

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