DENPASAR, DEWATA.NEWS – The Bali chapter of the Indonesian Hotel and Restaurant Association (PHRI) for the 2025–2030 period has announced a “go digital” mission aimed at reshaping the island’s franchise restaurant industry to remain competitive and internationally relevant.
Speaking on Saturday, January 24, 2026, Sonia Kaur, Head of the Franchise Restaurant Development Division at PHRI Bali, said Bali’s culinary sector needs a fresh approach to respond to market challenges expected in 2026. She outlined a strategy built on three main pillars: standardization, digitalization, and collaboration.
“Our target is clear: to ensure every franchise in Bali, whether local or national, applies consistent quality standards and sanitation procedures,” Sonia said. “This is not only about taste, but about protecting Bali’s tourism reputation in the eyes of the world.”
Sonia, who is also the owner of the Sitara restaurant brand, described her new role as more than an administrative position. She said her mandate is to modernize Bali’s franchise ecosystem while maintaining alignment with local cultural values.
A key concept promoted under the program is “local adaptation.” According to Sonia, major franchise brands are encouraged to innovate by incorporating Balinese flavors and working with local culinary talent. “We want to see unique collaborations, such as franchise menus combined with sambal matah or partnerships with local chefs,” she explained. “This approach can attract tourists while strengthening Bali’s culinary identity.”
Beyond menu innovation, PHRI Bali plans to strengthen supply chains by connecting large franchise operators with local vendors, farmers, and micro, small, and medium enterprises (MSMEs). Through memorandums of understanding facilitated by PHRI, restaurants are expected to source more ingredients locally instead of relying heavily on suppliers from outside Bali.
Digital transformation is also positioned as a non-negotiable priority. PHRI Bali intends to encourage wider adoption of technology to improve customer experience and operational efficiency, including digital marketing through local influencers and integrated management systems.
On the regulatory front, PHRI Bali said it will actively support business-friendly policies by assisting members with licensing processes through Indonesia’s Online Single Submission (OSS) system. “We aim to help members navigate permits more safely and transparently, so the franchise investment climate in Bali remains healthy,” Sonia noted.
Human resource development is another focus area. PHRI plans to organize regular knowledge-sharing sessions among franchise brands to improve workforce skills. “Our goal is for Bali’s local workforce to have competencies that are competitive at an international level,” Sonia concluded.