McDonald's marks 35 years in Indonesia with 'Sepenuhnya Indonesia' short film

McDonald’s Indonesia has inaugurated its 35th anniversary campaign with the launch of Sepenuhnya Indonesia, a cinematic short film that celebrates everyday life and the shared values that resonate deeply with Indonesian communities. The brand-led narrative foregrounds local authenticity, weaving stories of togetherness that reflect both cultural warmth and contemporary relevance.

Directed by Indonesian filmmaker Dimas Djayadiningrat and starring actor Ario Bayu, the film embraces a visually rich, human-centred approach to storytelling - marking a departure from traditional commercial formats.

“The focus was on sincere and fluid storytelling, supported by an open space for discussion that made the creative process enjoyable. The hope is that this short film will be appreciated and touch viewers’ hearts, encouraging them to carry out similar acts of kindness, while continuing to uphold the noble values that form the identity of Indonesian society,” said Djayadiningrat.

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Echoing the creative synergy behind the project, Bayu shared his personal connection to the theme. “When my team and I first spoke with McDonald’s Indonesia, they wanted to mark 35 years through a tribute to Indonesia that highlights the noble values found in everyday life. As I delved into the story, it felt very close and relevant to me. I interpret Sepenuhnya Indonesia as a way of doing everything with heart - starting from good intentions, pursued with genuine effort, and resulting in goodness.”

The short film, created with Leo Indonesia, serves as the cornerstone of a year-long anniversary programme that will unfold throughout 2026. Festivities begin with the holy month of Ramadan, featuring the return of beloved seasonal menu offerings and the expanded Safari Dongeng Ramadan (SADORA) initiative. This year, SADORA will reach 35 cities and regencies, enabling a broader cohort of participants - including children from orphanages - to engage in storytelling and community activities.

In August, as Indonesia marks its Independence Day, McDonald’s Indonesia will reintroduce “Ini rasa kita”, a curated culinary line celebrating Nusantara flavours with bespoke creations from local chefs. Later in the year, the brand will join global football fervour with a campaign tied to the FIFA World Cup, reinforcing its narrative of generational togetherness aligned with Sepenuhnya Indonesia. A special 35th anniversary promotion will also launch, offering unique deals on the 26th of each month beginning in February.

“For us, 35 years is about trust as the core foundation of a journey built over time. Looking ahead, McDonald’s Indonesia will continue to uphold the values we have held since the beginning, while adapting to evolving customer needs, so that we can keep growing and delivering meaning that remains relevant and impactful for society - because we are Sepenuhnya Indonesia,” said Caroline Kurniadjaja, associate director of marketing at McDonald’s Indonesia.

Since opening its first restaurant at Sarinah Thamrin, Central Jakarta, in 1991, McDonald’s Indonesia has grown to operate more than 300 outlets across 94 cities and regencies. Over three and a half decades, the brand has cultivated deep cultural integration by mirroring local values such as familial bonds, mutual trust, community cooperation and heartfelt sincerity.

Innovation remains central to McDonald’s Indonesia’s evolution. The company was the first quick-service restaurant in the country to introduce Drive Thru services and to launch McDelivery, and it continues to expand its digital footprint to align with modern lifestyles.

Stringent food safety and halal practices have reinforced consumer trust: McDonald’s Indonesia became the first quick-service brand in the country to secure halal certification from the Indonesian Ulema Council (MUI) in 1994, and in 2024 it obtained lifetime halal certification from the Indonesian Halal Product Assurance Agency (BPJPH). Its localised menu, featuring Indonesian-inspired items such as nasi uduk, ayam gulai and rendang burgers, underscores the brand’s adaptability to local tastes.

Under the “Mekdi untuk kemanusiaan” platform, McDonald’s Indonesia recorded more than 11,000 social initiatives throughout 2025. These ranged from literacy programmes and school upgrades to disaster relief and food distribution efforts that reached 99 cities and regencies with more than 50,000 meals donated.

Internally, the company employs over 10,000 people, including employees with disabilities, and continues to invest in career development through robust training programmes. Its commitment to Indonesia’s economic ecosystem is further reflected in its supply chain: approximately 76% of raw materials are sourced locally, and key ingredients come entirely from Indonesian suppliers. Since 2023, more than 100 partner suppliers have benefitted from employment insurance support as part of McDonald’s Indonesia’s sustainability efforts.

A long-standing supplier partner shared the impact of this collaboration: “I began working with McDonald’s Indonesia in 1993 as a small-scale farmer in Bali, with many limitations. From an independently run, small-scale operation, our business has since expanded across West Java, Central Java, and East Java, involving hundreds of local farmers. Today, we supply more than 50% of McDonald’s restaurants in Indonesia. The economic impact of this partnership has been felt not only by our business, but also in the improved welfare of farmers in the regions and the local economy.”

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