Raa Cha puts a spin on 'Terserah' with interactive menu campaign

Every group dinner in Indonesia comes with a familiar friction point: Mau makan di mana? (Where shall we eat?) and the all-too-frequent answer, “Terserah” (Whatever), often leads to indecision and delay. Raa Cha Suki & BBQ is tackling that exact cultural moment with its latest campaign: “Terserah itu Raa Cha.”

Backed by Champ Resto Indonesia (CRI Group), the campaign reframes this commonly passive phrase into an active brand response. With more than 100 outlets and nearly 20 years of presence in Indonesia, Raa Cha is banking on its mainstream popularity in halal Thai-style suki and barbecue to connect deeper with its existing customer base - while cleverly bringing in the undecided masses.

“‘Terserah itu Raa Cha’ is not just a tagline, but a strategic move that strengthens the brand’s emotional connection with its consumers. We’re here to turn the confusion customers often feel when deciding what to eat into a more certain and enjoyable experience,” said Hade Mboi, director of CRI Group.

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Rather than relying on the slogan alone, Raa Cha has layered the campaign with experiential activations. The brand’s “Hari Terserah” event brought together food, lifestyle, and family influencers to celebrate this familiar yet frustrating moment of indecision. Among the highlights was the Workshop Racik Terserah - a session led by a chef influencer guiding participants to customise dishes based on personal style and taste.

It all culminated in a “Menu Terserah” competition, where invited creators vied to craft their own definitive version of a Raa Cha meal - injecting creativity into the traditionally mundane task of ordering.

At the heart of the campaign lies one of its more engaging elements: a QR-powered experience that selects a personalised set menu for customers based on a short quiz. For IDR 50,000 (US$3.04) excluding tax, diners receive a full meal - complete with barbecue meats, suki, vegetables, and a choice of rice or noodles - all chosen algorithmically in response to their preferences.

Alongside this is a more indulgent offering, the “Makan Terserah, Puasnya Terserah Kamu” promo, an all-you-can-eat experience starting at IDR 129,000 (US$7.83). Available in select Jakarta and Bogor locations, the package embraces freedom of choice - giving guests full rein over ingredients, broths, and sauces. Again, everything comes back to that one word: “Terserah”.

At a time when consumer fatigue is real - particularly when choosing from dozens of F&B options - Raa Cha’s campaign leverages behavioural insight. Rather than fight against decision paralysis, it integrates itself into it. “Terserah” no longer ends the conversation; it starts it.

Founded in 2010, CRI Group has rapidly grown into a multi-brand restaurant group in Indonesia. Besides Raa Cha, the company also owns and operates brands such as Gokana (Japanese cuisine), BMK (Indonesian cuisine), Platinum (Western and fusion dishes), Chopstix (Asian cuisine), Monsieur Spoon (Bakery and Café), and GRILLMAN (Korean and Japanese cuisine).

As of December 2023, CRI Group operated 322 outlets across Java, Bali, Sumatra, and Sulawesi.

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