American fast-food chain In-N-Out Burger’s inaugural pop-up store in Kemang, South Jakarta, created a frenzy among eager Jakartans on Wednesday morning, with the limited stock selling out within 10 minutes.
Around 150 curious Jakartans lined up in front of the pop-up store, located inside the Emax Cafe on Jalan Kemang Raya, from as early as 7 a.m. Customers were given color-coded wristbands to allow them to leave and come back when the store opened as burgers were sold on a first-in first-served basis.
“Today was really busy. At the beginning we handed out wristbands. But we ran out of wristbands very quickly,” Brian Nakao, In-N-Out Burger’s manager of special foreign events, told the Jakarta Globe.
“People started queuing in line around 7 a.m. It’s pretty crazy, considering we opened at 11 a.m.”
The joint’s specialty, the Double-Double burger, which consists of two meat patties and two slices of cheese, was priced at Rp 40,000 ($4.11), while cheeseburgers and hamburgers sold for Rp 30,000 and Rp 20,000 respectively.
The stand also served its trademark Animal Style burgers, which consists of lettuce, tomato, mustard, beef patty, pickle and grilled onions, and its Protein Style burgers, a burger wrapped in lettuce instead of a bun.
Customer Anggita Soehoed, who visited the one-day stand with five friends, was lucky enough to get her hands on a burger.
“I live nearby. So I utilized the help of my pembantu [maid] to get more than one wristband,” said Anggita, who has tried the burgers in America. “The taste was the same as the original, but it’s better than other big fast food franchises here in Indonesia,” she added.
But Anggita said she was upset that the popular burger chain did not bring out any milkshakes.
“I loved the milkshake in the United States, but unfortunately we didn’t have it here,” she said.
The pop-up store operated from 11 a.m. until 3 p.m. on Wednesday, with each customer given a colored wristband to limit each visitor to one burger.
In-N-Out Burger has organized pop-up stores throughout Asia and Australia since 2011, with the Singaporean store reportedly selling out within 5 minutes in 2012.
“Right now we’re just doing some international market research. And we’re going to different countries, last year we did 13 countries,” Nakao explained about the visit to Jakarta.
Nakao could not confirm whether a permanent branch would be opened in Jakarta.
“I don’t make the decisions. After this I go back [to the states] and tell [the decision makers] how busy we are and the enthusiasm from the people,” he explained.
The family-owned regional burger joint was founded in 1948 in California, United States. In-N-Out Burger was California’s first drive-thru hamburger stand.