What business are you in?
We are a fine dining restaurant located in Sudirman Central Business District, Jakarta. At ESA, we serve contemporary Indonesian cuisine with seasonal tasting menu that changes every 6 months.
Who is your target market?
Our target market is gourmet enthusiasts, both locals and expats, aged 24 to 60. They love dining out, appreciate the world of gourmet cuisine, enjoy experimenting with food, are wine lovers, and often dine out to celebrate special occasions.
What is your competitive advantage?
Our chef-owner, Chef Aditya Muskita, has a rich background in the industry, having worked at renowned places like Relæ in Copenhagen, Mozaic Ubud, Room4Dessert Ubud, and BETA. He’s known for crafting familiar flavors using uncommon, locally sourced ingredients that evoke deep-rooted memories. At ESA, everything is built on stories, which is why you’ll experience storytelling the moment you step through our doors. Other than food, we took a deep focus also on our interior and lighting, we collaborated with KantorGG, a design firm, and got our lights consulted by Erreluce, an award-winning lighting consultant. The style itself was inspired by Mexican warmth and Nordic sleekness.
Who is your competition? Is there a competitor that you admire most? If so, why?
In Jakarta, we would say our competitors are August and SuMa as fine dining with tasting menus are not broadly adapted.
If you could communicate a single message about your business, what would it be?
ESA embodies the “New Jakarta Cuisine”, a culinary genre born from the city’s cosmopolitan characteristic. This type of cuisine reflects the diverse backgrounds of Chef Aditya, who also represents millions of Jakartans, giving birth to a new identity and the essence of the city we proudly call home.