Grilled Sambal Innovation Colors Nusantara Cuisine Development

JAKARTA - Culinary is not just a need to fill the stomach, but also an important part of the cultural identity of a nation. In Indonesia, the wealth of spices, cooking techniques, to various sambal from various regions has given birth to unique tastes that are difficult to find in other countries. As the culinary industry develops, various business actors continue to present innovations without losing the authentic character of Nusantara cuisine. The combination of quality, service, and dining experience is now the main factor that makes Indonesian cuisine more sought after by the community while having strong competitiveness in the midst of various Asian culinary choices. One of the innovations that managed to attract public attention is the concept of grilled sambal, namely sambal that is burned shortly before being served so that it produces a distinctive aroma that enriches the taste of the dish. Innovations like this show that traditional food can be packaged in a modern way without leaving behind the richness of taste that is characteristic of Nusantara cuisine. This success is also reflected in the achievement of Sambal Bakar Indonesia which managed to win the Most Favorite Asian award in the 2026 Grab Bintang 5 Awards. This prestigious award, which was held by Grab Indonesia together with the Ministry of Tourism of the Republic of Indonesia at the Sapta Pesona Building, Jakarta, is one indicator of the high appreciation of the community for local culinary innovation. The award has its own value because all the winners are determined directly through Indonesian public voting, not based on the assessment of the jury board. This year, as many as 243 merchants from 24 categories competed for the award after passing the selection of more than 5,000 merchants holding the exclusive 5-star GrabFood badge. To obtain the badge, each merchant must meet high service standards, including having at least 100 five-star reviews from customers who rate the quality of taste, speed of service, and service. From all the nominations, only 60 merchants were finally named winners based on hundreds of thousands of public votes. Sambal Bakar Indonesia Chief Marketing Officer, Renaldo Akhira said the Most Favorite Asian award was a tangible proof that Nusantara cuisine was able to become the main choice of the community amidst various Asian culinary choices. More than just an award, this achievement is a form of customer trust in the consistency of taste quality, service, and dining experience that is continuously maintained by Sambal Bakar Indonesia. "When we first built Sambal Bakar Indonesia, the goal was to make Indonesian food more loved. This award is proof that Indonesian food is indeed very loved by the community in the midst of other Asian culinary competition. Thank you to all the team, customers, investors and partners and the Sambal Bakar Indonesia family," he explained, quoted from the official statement of Sambal Bakar Indonesia received by VOI, Saturday, July 4, 2026. Sambal Bakar Indonesia opened its first outlet on Jalan Veteran, Tangerang on July 15, 2022 with the mission of raising the richness of the Nusantara taste. Carrying the concept of sambal which is burned directly before being served, this restaurant offers the sensation of aroma and distinctive taste which is different from similar restaurants. Commitment to quality is realized through the use of selected raw materials, consistent operational standards across all outlets, fast service, and all menu certified Halal. The combination of product quality and service has made Sambal Bakar Indonesia continue to gain customer confidence and grow into one of the largest sambal bakar restaurant chains in Indonesia. In less than four years, Sambal Bakar Indonesia has 33 outlets spread across Jabodetabek, Serang, Lampung, Surabaya, Sidoarjo, to Bali. This development reflects the high public interest in Nusantara cuisine, which continues to innovate without abandoning its authentic taste. This achievement also shows the quality of Indonesian cuisine can compete at the national level as well as strengthen the potential of gastronomic tourism as one of the sectors that can encourage the growth of Indonesian tourism. Deputy Minister of Tourism of the Republic of Indonesia, Ni Luh Puspa, expressed his appreciation for the holding of the Grab Bintang 5 Awards 2026 which was considered a form of appreciation for culinary business actors who consistently maintain quality. "This initiative shows that Indonesian cuisine has developed into an important part of the attraction of tourism and the identity of the nation's culture. We believe that gastronomic tourism has great potential in encouraging quality tourism, presenting authentic experiences, and providing direct economic benefits for MSMEs and local communities," said Ni Luh Puspa. The award won by Sambal Bakar Indonesia is one of the proofs that local culinary business actors are able to present the best quality, innovation, and experience for customers. On the other hand, this achievement also strengthens the position of Nusantara cuisine as one of the strengths that can increase the attractiveness of Indonesian tourism through the richness of taste and innovation that continues to grow.