Premium Business in Chocolate Industry

COVER STORY

Premium Business in Chocolate Industry Started at around early 2000, Tulip published a kind of four-page-brochures containing information and recipes of chocolate, then the brochures developed into eight-pages of pamphlets in 2004. Due to such a high demand from customers, the pamphlet evolved again into A4 size bulletin contains 8 pages which do not only contain recipes, but a lot of information around the world of chocolate and bakery. This bulletin is produced until the year 2010.

In accordance with the theme of the first edition of the Tulip Magazine which is Premium Business, then the selected cover also has a supporting theme. A Queen is identical to the message of beauty and perfection. Royal life has always made the queen as the center of attention. Thus the image of a queen that needs to be presented is a perfection and greatness. A queen with a crown of chocolate wrapped sophisticatedly and shows its class. The same goes with chocolate. It becomes a premium product if it is produced with a great enthusiasm from a variety of parties who are related to the chocolate business to make a product at its best. Even the best chocolate needs be treated special, even when it is still in the form of seeds and then processed until it becomes a ready to eat product. Real Chocolate is always in need of distinctive touch and special treatment so that the results are perfect.

Now in accordance with the basic principle of Tulip chocolate; innovation and customer satisfaction as a top priority, it is time that Tulip to publish a media information to the chocolate connoisseurs and chocolatiers in the form of a magazine by the name of TULIP Chocolate Magazine. More of a information media, it is also as a lifestyle magazine and a trend setter in the field of chocolate. Economic growth in the countries of Asia Pacific is the highest in the world during the last few years, means living standard and the economy of the society will

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Model : Neli Yustikarini

Premium Business

Premium Trend Presenting a Plate of Molecules

MAGAZINE

Jl. S. Parman Komp BNI 46 No. E7 Slipi, Jakarta 11480 Indonesia t. 021 548 1148 f. 021 536 0405 [email protected]

Chief Editor : Louis Tanuhadi Editor & Writer : Nada, Moorwe Translator : Eka Rambe, Diana Photographer : Albertus, Dwi, Setiabudi Photo Editor : Octopus Designer : Firman, Andika

Copyright 2013 by Tulip Chocolate Magazine. All pieces to produced in this issue are under prior copyright of the creators and publisher by the contractual arrangements. For more ideas and detail recipe in this magazine, please contact : [email protected]

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Molecular Recipe by : Angga Priyatna

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Chocolate business in Asia Pacific countries will grow very significantly, in comparison with the European countries that are stagnant it even tends to be negative. Because in the European countries the level of consumption of chocolate is very high above 7-8 kg per capita, while in Asia it is still so low compared to the number of inhabitants, around 1-2 kg per capita. An excellent opportunity at this moment if we start the chocolate business with reliable standard and quality.

Best Regards, Louis Tanuhadi Tulip Ambassador

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Opinion

35

Valentine Recipe

38

Easter Recipe

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Premium Pastry Shop

42

Pass‘choco’port

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Tulip’s Tips & Trick

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Choco Idea

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Choco Tools

Frank Haasnoot profile Victorian patisserie

Photographer : Setiabudi

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increase, and there are many well-off societies who have high buying power. It is the right time for TULIP Chocolate Magazine to bring up Business Premium as a theme in the field of culinary for the premiere issue.

The Rising Chef Profile Janice Wong profile 2am:dessertbar Janice Wong Recipe

PREMIUM BUSINESS A Doubtful Prospect

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Ainun Chomsun Jan Juana

by : Benty Diwansyah

by : Pipit Yulianti

Pand’or Food & Cakes

Au Chocolat Juchheim Pique.Nique

The Secret Behind Tempering Perfect Tempering for Perfect Chocolate

Chocolate Color Bon - bon by : Louis Tanuhadi

Equipment as the Final Determinant of a Product’s Quality 1

01. Warior Chocolate Showpiece

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TULIP Chocolate Magazine #01 - 13

Frank Haasnoot Alters Chocolate to a Masterpiece The Netherlands not only does it have the best cheese in the world or the wonderful various colors of the Tulip flowers, or the neat urban land use which neatly blends between water and land, but the Netherlands also has a chocolatier who is now the talk of this year in the pastry and chocolate world. He is Frank Haasnoot.

Belanda tak hanya punya keju terbaik di dunia atau bunga tulip berbagai warna yang menawan atau juga tata kota yang teratur rapi memadukan antara air dan daratan, Belanda juga memiliki seorang ahli cokelat yang sedang dibicarakan dunia pastry dan cokelat di tahun ini, yaitu Frank Haasnoot.

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His long journey in the chocolate, pastry

Pastry Chef in the world.

Perjalanan panjangnya di dunia bakery, pastry dan cokelat dalam kurun waktu 15 tahun membawanya ke sebuah pencapaian. Berawal dari kegemaraan Haasnoot kecil membantu pamannya yang memiliki restoran di Belanda. Ketertarikannya pada dunia pastry sudah dipupuk sedari belia. Membaca majalah tentang pastry, memperhatikan para Pastry Chef idolanya membuat Showpiece yang kokoh dan artistik. Hingga pada akhirnya perjalanan Frank Haasnoot membawanya sebagai seorang Pastry Chef ternama di dunia.

Become World Chocolate Master

Menjadi “World Chocolate Master”

His winning in the World Chocolate Master

Kemenangannya di kompetisi cokelat dunia “World Chocolate Master” di tahun 2011, menarik perhatian para Pastry Chef dan pelaku cokelat di seluruh dunia. Hingga pada akhirnya media dunia menulis tentang keberhasilan Frank Haasnoot dan karya masterpiece nya yang berhasil membuat para juri menyematkan predikat World Chocolate Master kepadanya.

and bakery world in fifteen years has brought him to an accomplishment. It started from his hobby; young Haasnoot loved to help his uncle who owned a restaurant in the Netherlands. His interest in the pastry world has started from an early age. Reading pastry magazines, seeing his favourite pastry chef making artistic showpieces and pastries which in the end has led him to be a well known

in 2011 has drawn attention to pastry chefs and chocolatiers from all over the world. Until the media wrote his success and his masterpiece that crowned him World Chocolate Master. “Warrior” is his showpiece which took him

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for one year to perfect it purposely for competing in the World Chocolate Master. It shows an Aztec according to Frank’s imagination. The chocolate showpiece contained 40 kilograms of chocolate. “I made tens of showpieces prior to preparation for this competition. Some worked but some didn’t. But I kept on creating and evaluating failures. I also really respect the process that have been made with the team, my friends and my seniors that I talk to, ” said Frank Haasnoot. Frank Haasnoot prefers to call himself as a “Creative Artistic Chef” with a high skill of a sculptor. One of his dreams when he was a child was to become a furniture designer and a carpenter. “My dreams have never ceased. Right now, those dreams are implemented in a different media, that is chocolate. I like to draw and that passion that keeps me creating,” said the chef who just turns 31 years old this year.

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“Warrior” adalah nama Chocolate Showpiece yang telah diuji coba selama 1 tahun khusus untuk mengikuti kompetisi World Chocolate Master. Menggambarkan prajurit suku Astek menurut imajinasi Frank. Chocolate Showpiece yang dibuat dari cokelat ini memiliki berat 40 kg. “Puluhan showpiece sudah saya buat dalam persiapan kompetisi. Ada yang berhasil dan banyak yang gagal. Tetapi saya tak lelah terus berkreasi dan mengevaluasi kegagalan. Saya sangat menghormati proses yang telah dibuat, bersama tim dan juga teman serta senior yang saya ajak bertukar pikiran,” ujar Frank Haasnoot. Frank Haasnoot lebih suka menyebut dirinya sebagai “Creative Artistic Chef” dengan kemampuan yang tinggi sebagai seorang seniman pahat. Salah satu cita-cita Frank ketika masih anak-anak adalah menjadi furniture designer dan tukang kayu. “Cita-cita saya tidak mati. Saat ini cita-cita itu terwujud dalam media yang lain yaitu cokelat. Saya suka menggambar dan hasrat itulah yang membuat saya terus berkarya,”ujar chef yang baru memasuki usia 31 tahun ini.

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Being a Pastry Chef and a Chocolatier are not something difficult and impossible to achieve, but being a better Pastry Chef and a better Chocolatier take preseverance and high level of a hard work. There is one message that Frank leaves for pastry chefs; to challenge themselves to enter various competitions in their own countries and abroad. By participating in competitions a pastry chef is pushed to keep being creative. “Don’t put off the time to participate in a competition. Do it now!”

Menjadi seorang Pastry Chef dan Ahli Cokelat bukan sesuatu yang sulit dan tak mungkin, tetapi menjadi Pastry Chef dan Ahli Cokelat yang baik itu membutuhkan kesungguhan dan kerja keras yang tinggi. Ada satu pesan dari Frank untuk para Pastry Chef, untuk menantang dirinya dengan mengikuti berbagai kompetisi di negaranya sendiri dan bahkan di luar negeri. Dengan mengikuti kompetisi, memaksa seorang Pastry Chef untuk terus kreatif. “Jangan menunda waktu untuk ikut kompetisi. Sekarang!” pesan Frank.

said Frank.

Competition is not Only Contest “And I believe as you work with food, you have to see in the end that it’s still a food,” said Frank Haasnoot when asked how he blends arts and food. After winning the World Chocolate Master competition in 2011, in future Frank would like to compete on Coupue du Monde de la Patisserie. To him, competition is not just a contest, but how a Pastry Chef’s boldness to show his “style” through the products that he makes. Frank’s sense of arts is overwhelmed. Due to his busy schedule as a Pastry Chef of 05

a chocolate shop and pastry in Kuwait, The Victorian, he is unable to take a vacation yet.

02 - 05. Frank Haasnoot’s Masterpieces Photo doc. Frank Haasnoot

Travelling is also one of his ways to enjoy life. Learning about local food and its culture are also interesting. To him,

Kompetisi Bukan Hanya Sebuah Perlombaan “And I believe as you work with food, you have to see in the end that it’s still a food,” ujar Frank Haasnoot ketika ditanya mengenai bagaimana memadukan seni dan media makanan. Setelah memenangkan kompetisi WCM di tahun 2011, Frank ingin mengikuti kompetisi berikutnya yaitu Coupue du Monde de la Patisserie. Baginya kompetisi bukan hanya sekedar pertandingan, tapi bagaimana keberanian seorang Pastry Chef menunjukkan “style”nya melalui produk yang dibuat. Jiwa seni Frank memang tak terbendung. Hingga kesibukannya saat ini sebagai Pastry Chef di sebuah toko cokelat dan pastry di Kuwait, The Victorian, membuatnya belum bisa berlibur. Travelling adalah salah satu caranya untuk menikmati hidup. Belajar tentang makanan setempat dan juga budayanya. Bagi Frank, Asia adalah tujuan travelling yang menarik.

Asia is an appealing travelling destination.

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Premium Business

ROYAL PRODUCT

for

ROYAL CUSTOMER

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02 01- 03. The luxurious interior design of Victorian Patisserie & Cholatatier.

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There is no other word than “luxury”

Tidak ada kata yang lebih tepat selain

than best to describe The Victorian

“mewah” yang pantas untuk disematkan

Patisserie & Chocolatier in the Tilal

pada The Victorian Patisserie &

Complex Shuwaikh, Kuwait. The

Chocolatier yang ada di Tilal Complex

luxury is served in every elements,

Shuwaikh, Kuwait. Kemewahan yang

from the shop design, product

disajikan di semua elemen, mulai dari

designs to its selling method.

desain toko, desain produk dan cara penjualannya.

It is the World Chocolate Master 2011, Frank Haasnoot, who is in

Dialah World Chocolate Master 2011,

charge in the production. Along with

Frank Haasnoot, yang memegang

his partner and his team, working

kendali produksi. Bersama partnernya

hard in the production room to

dan juga tim, bekerja keras di ruang

create the best creation and to

produksi untuk menciptakan karya-

deliver the The Victorian Patisserie &

karya terbaik dan juga mewujudkan

Chocolatier’s customers’ dreams

mimpi pelanggan The Victorian

of a chocolate product and pastry.

Patisserie & Chocolatier akan sebuah produk cokelat dan juga pastry.

In accordance with its production concept, the Victorian Patisserie

Sesuai dengan konsep produksinya,

& Chocolatier prefers to prioritizes

The Victorian Patisserie & Chocolatier

special orders from the customers.

lebih mengutamakan dalam produksi

“We have to be able to make what

untuk pesanan khusus dari pelanggan.

the customers want. Our production

“Kami harus bisa mewujudkan apa yang

process is very custome made

diinginkan oleh pelanggan. Dan proses

because the products that we make

produksi kami sangat dinamis karena

are not something that we make the

produk yang dibuat bukan sesuatu yang

same every single day,” explained

sama dan berulang seriap hari,” jelas

Frank Haasnoot who takes a lot of

Frank Haasnoot yang membutuhkan

effort to create a solid team with

usaha yang keras untuk membentuk

the pastry chef from Kuwait. The

yang tim solid dengan pastry chef dari

chocolate products or pastry that

Kuwait. Produk cokelat atau pastry

are commonly ordered are usually

biasanya dipesan untuk kebutuhan

ordered for special ocassions

sajian dalam upacara pernikahan,

like weddings, birth of a baby

kelahiran bayi dan ulang tahun atau

ceremonies, birthdays, and other

juga perayaan-perayaan khusus.

special celebrations. 04. The premium handling for chocolate

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“All of our finest works are showcased in our display room. What makes us different from other pastry or chocolate shops is our tablewares, like our trays are special delivered from London with classic design,” said Frank Haasnoot. The Victorian Patisserie & Chocolatier doesn’t sell its chocolate and pastry products only but also its tableware which were produced from fifty to one

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hundred years ago. Beside trays that are from England, vases are from Murano and porcelains are from Portugal, luxury isn’t it?

“Seluruh karya terbaik kami

Jika ada pepatah yang mengatakan

sajikan di ruang pamer. Dan yang

bahwa “Pembeli adalah Raja” hal

If there is a saying, “Customer is a King”,

membedakan dengan toko kue atau

itulah yang terjadi The Victorian

cokelat lainnya, seluruh piranti saji

Patisserie & Chocolatier. Target

seperti nampan didatangkan khusus

pelanggan di kelas A dan A+

dari London dengan desain klasik,”

membuat The Victorian Patisserie

ujar Frank Haasnoot. The Victorian

& Chocolatier tampil total. Gedung

Patisserie & Chocolatier tidak hanya

yang ditata bergaya Victorian

menjual produk cokelat dan pastry-

dengan detail yang sempurna,

nya tetapi juga piranti sajinya, yang

produk yang disajikan dibuat dari

ternyata telah diproduksi 50-100

bahan terbaik dan Pastry Chef

tahun yang lalu. Selain nampan

terbaik, dan juga cara “menjual”

dari Inggris, vas didatangkan dari

yang tetap meninggalkan kesan

Murano dan porcelain dari Portugal,

mewah. “We are giving the

mewah bukan?

customers Royal services,”

it is exactly what happens at theVictorian Patisserie & Chocolatier. The class A and A+ customer target is what makes the Victorian Patisserie & Chocolatier performs its best. The victorian building with perfect details, products which are made from the finest ingredients, the best pastry chef and its strategy to “sell” that leaves luxurious impression. “We are giving the customers Royal services,” says Frank Haasnoot.

cerita Frank Haasnoot.

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The Victorian Patisserie & Chocolatier also provides “Sugar Suite”; a room that can be booked for meeting purposes, and “Chocolate Lab” where all of the chocolate experiments are done. Segmented customer target is one of important points in running a business of various fields, not only for chocolate or food. The Victorian Patisserie & Chocolatier has proofed that clear segmentation and consistency have resulted a maximum outcome.

The Victorian Patisserie & Chocolatier menyediakan pula “Sugar Suite” yaitu ruangan yang disewakan untuk kebutuhan meeting, serta “Chocolate Lab” dimana seluruh eksperimen tentang cokelat dilakukan di sini. Penetapan target “pasar” merupakan salah satu poin penting dalam menjalankan sebuah bisnis di berbagai bidang, bukan hanya di bidang cokelat atau makanan. The Victorian Patisserie & Chocolatier telah membuktikan bahwa segmentasi yang jelas dan konsisten memberikan sebuah hasil yang maksimal. 07 05. Chocolate sculpture 06, 07, 08, 10. The touch of Frank Haasnoot 09. Victorian symbol on chocolate

Photo doc. Frank Haasnoot

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09

10

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Source photo: http://4.bp.blogspot.com/-HEDwuBwZNfc/ULzZABLcpWI/AAAAAAAAE4Y/qAstn1ZcbuM/s1600/SupperCLubDecember+2012-10.jpg

Premium Trend

Presenting aPlate of Molecules A luxurious interior design and the delicacy of cooking are now no longer enough for high class restaurants to attract customers. It is the challenge for the chefs, and the restaurants managers to present a plate of amazement for their customers. And in the last few years, that plate of amazement was discussed and referred to as molecular gastronomy.

Desain ruang yang megah dan kelezatan masakan kini sudah tidak lagi cukup bagi rumah makan kelas atas untuk mendatangkan pelanggan. Inilah tantangan bagi para chef, dan penanggung jawab rumah makan untuk menyajikan sepiring ketakjuban kepada pelanggannya. Dan beberapa tahun belakangan ini, sepiring ketakjuban itu diperbincangkan dan disebut dengan molecular gastronomy.

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Source photo: cdn.sheknows.com

.atablefortwo.com.a Source photo: www

u

Source photo: a.tgcdn.net

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WHAT IS MOLECULAR GASTRONOMY ACTUALLY ? IS IT TRUE THAT A PLATE OF FOOD PROCESSED WITH SEVERAL CHEMICAL SUBSTANCES CAN BE CALLED AS MOLECULAR GASTRONOMY ?

If we see from the original words,

“So basically, gastronomy has nothing

on this fact, in 1988, Herve This together

gastronomy comes from ancient Greek

to do with the art of food presentation,

with Kurti Nicholas created a term of

language, gastros which means ‘lambung’

fashion food or how to prepare and present

“Molecular and Physical Gastronomy” and

or ‘stomach’ and nomos means ‘rule’

luxurious food like tournedos Rossini,

confirmed that molecular gastronomy is a

or ‘law’. Many experts have been trying

canard à l’orange, or lobster orientale,

new science.

to translate the word which firstly

but it is all about how to comprehend food.

introduced by a French poet, Jacques

More exactly, molecular gastronomy is to

Regardless the cross opinion and the

Berchous, 200 years ago. Until finally,

know – based on the scientific method

confirmation by the inventors, molecular

one of the living inventors, Hervé This,

– what are the chemical substances

gastronomy has opened up a new insight

has straightened out this confusion.

contained inside the food and what happen

in culinary and food world. This insight that

so that the food having physical changes.

Herve This called as ‘cooking gastronomy’

In his article entitled “Food for tomorrow?”

For example, the thickening process of

has become a new trend in a luxurious

– included in nature.com page, Hervé

mayonnaise and a fluffy soufflé,”

culinary world. And looking into the world’s

separate and distinguish the meaning

Herve This explained.

50 best restaurants in 2012, according

between cooking and gastronomy. Cooking

to theworlds50best.com, it seems that

is the activity to prepare and cook food

The word molecular in molecular

the cooking champions present a plate

while gastronomy is the science

gastronomy has the same meaning,

of molecule which fascinate the food and

or knowledge learning on all things

especially in the molecular biology science

restaurants observers.

about food.

vocabularies. An intentional similarity because chemistry and physics are the

If those observers are amazed then how

cores of the changes which occur when

about you?

the food is cooked or presented. Based

APA SEBENARNYA MOLECULAR GASTRONOMY ? BENARKAH SEPIRING MAKANAN YANG DIOLAH DENGAN BEBERAPA BAHAN KIMIA BISA DISEBUT MOLECULAR GASTRONOMY ?

(cooking) adalah menyiapkan dan memasak

terjadi saat makanan dimasak atau disajikan.

makanan sedangkan gastronomi adalah ilmu

Berdasarkan hal tersebut maka Hervé This

atau pengetahuan yang mempelajari semua

bersama dengan Kurti Nicholas pada tahun

hal tentang makanan.

1988, menciptakan istilah “Molecular and Physical Gastronomy” dan menegaskan

“Jadi gastronomi pada intinya tidak ada

bahwa molecular gastronomy adalah

hubungannya dengan seni penyajian

sebuah ilmu baru.

makanan, fashion food, atau cara menyiapkan dan menyajikan makanan yang mewah

Terlepas dari silang pendapat dan pelurusan

seperti tournedos Rossini, canard à l’orange,

oleh penemunya, molecular gastronomy

Menilik asal katanya, gastronomi berasal

atau lobster orientale, tetapi bagaimana

telah membuka jendela baru dunia memasak

dari bahasa Yunani kuno, gastros yang

memahami makanan. Lebih tepatnya lagi

dan makanan. Jendela yang disebut Hervé

berarti ‘lambung’ atau ‘perut’ dan nomos

molecular gastronomy adalah mengetahui

This dengan ‘cooking gastronomy ‘ ini telah

yang berarti ‘aturan’ atau ‘hukum’. Banyak

berdasarkan metode ilmiah bahan-bahan

menjadi tren baru dalam dunia masakan

ahli mencoba menterjemahkan kata yang

kimia apa yang terkandung dalam makanan

mewah. Dan menilik ke dalam daftar 50

dimunculkan pertama oleh penyair Perancis

dan apa yang terjadi sehingga makanan

restoran terbaik di dunia tahun 2012,

Jacques Berchoux 200 tahun lalu. Hingga

mengalami perubahan fisik. Contohnya proses

menurut theworlds50best.com, sepertinya

akhirnya salah satu penemunya yang

mengentalnya mayonnaise dan soufflé yang

para jawara memasak itu menyajikan sepiring

masih hidup, Hervé This, meluruskan

mengembang,” urai Hervé This.

molekul yang membuat takjub para pengamat makanan dan restoran.

kesimpangsiuran tersebut. Kata molecular dalam molecular gastronomy Dalam artikelnya yang berjudul “Food for

memang memiliki arti yang sama, terutama

Jika para pengamat tersebut dibuat takjub,

tomorrow?” -dimuat dalam laman nature.com,

dalam kasanah ilmu biologi molecular. Sebuah

bagaimana dengan Anda?

Hervé memisahkan dan membedakan antara

kesamaan yang disengajakan lantaran kimia

memasak dengan gastronomi. Memasak

dan fisika merupakan inti dari perubahan yang

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Molecular Recipe

r a i v a C a o c o C Revolution in the food manufacturing industry has

occured so rapidly, especially among the upper class, premium class that prioritizing quality, uniqueness and flavor.

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Angga Priyatna TULIP Chocolatier

Cooking Molecular Recipe One of the premium trend is “caviar”, popularized by Chef Ferran Adria,

Ingredients A: 400 ml

Water

a pioneer in modern food processing

120 grams

Syrup sugar

techniques, and widely followed by

35 grams

Tulip Bordeaux cocoa powder

many other world chefs. “Caviar”

1,25 grams

Alginate

is the round-shaped thickened juice, yet still slushy inside. The name is taken from one of legendary food; Sturgeon’s fish eggs living in the Caspian sea, Russia or in the Black sea, Europe. It can be made from fruit juice or any flavor, for this recipe, caviar is made in the chocolate flavor.

Ingredients B: 500 ml

Cold water

5 grams

Calcium Chloride

Ingredients C: 500 ml

Water

01

02

Mix together the water, syrup,

Using a mixer, whisk to dissolved.

03

Cook to boiling, and allow to cool at room temperature.

Tulip Bordeaux cocoa powder and Alginate.

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Alginate is the extract of seaweed that serves as a thickening fluid, it works by binding the water molecules. Calcium Chlorides CaCl2 is a compound of calcium and chlorine. It is a salt that is solid at room temperature and is highly soluble in water.

Dissolve Calcium Chloride in cold

Using a pipette, drop the solution

water.

of ingredients (a) into the solution of ingredients (b) filter “caviar” and soak in water until it is ready to use.

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The Rising Chef Profile

Janice Wong

Working With Love & Passion

Experience is what Janice Wong wishes

Pengalaman, hal inilah yang ingin dibagikan

to give to everyone who loves the culinary

Janice Wong kepada semua orang yang

world. “Food is not just what is served

mencintai dunia kuliner. “Makanan bukan

on the table to make our stomach full.

hanya apa yang tersaji di meja dan kemudian

Food should be enjoyed with the right

membuat kenyang. Makanan haruslah

atmosphere, should provide a sense of

dinikmati dengan suasana yang tepat,

pleasure and an unforgettable experience,”

memberikan rasa senang dan sebuah

explained Janice interviewed in a Moovina

pengalaman yang tak terlupakan,” jelas Janice

Restaurant in Plaza Indonesia in

yang ditemui di sebuah restoran mewah di

mid-December 2012.

Plaza Indonesia pada pertengahan Desember 2012 lalu.

Photo doc. Janice Wong

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Janice’s culinary journey

Perjalanan Janice di dunia

began when she decided

makanan dimulai sejak

to study pastry in Melbourne,

memutuskan untuk menuntut

Australia then resumed to

ilmu di Melbourne, Australia

Paris. Her experiences and

dan dilanjutkan di Paris untuk

abilities at culinary school

mempelajari pastry lebih dalam.

are equipped with various

Pengalaman dan kemampuannya

working experiences in

di bangku sekolah dilengkapi

numerous restaurants in the

dengan pengalaman kerja di

big cities of the world, such

berbagai restoran di kota-kota

as Paris, New York, Chicago,

besar dunia, seperti di Paris, New

Madrid, Barcelona and other

York, Chicago, Madrid, Barcelona,

big countries. Her many

dan Negara besar lainnya.

stages have given her the

Pengalamannya dilengkapi

opportunity to work alongside

pula dengan kesempatan

celebrated chefs such as

untuk menjadi tim dari celebrity

Gunther Hubrechsen, Loretta

chef dunia, seperti Gunther

Fanella, Oriol Balaguer, Arzak,

Hubreschen, Loretta Fanella,

Will Goldfarb, Alex Stupak and

Oriol Balaguer, Arzak, Will

Pierre Herme.

Goldfarb, Alex Stupak dan Pierre Herme.

Sharing Philosophy through

2am:dessertbar

Janice’s decision to open a

When Tulip Magazine visited 2am:dessertbar

to keep trying to introduce the philosophy from

culinary business occured when

in Singapore in November 2012, the different

each menu delivered in many interesting ways.

she was 25 years old. “I’d seen

ambiance was felt when entering the stylish

One of them is by writing this book, ‘Perfection

the world and studies many

room with simple and minimalist interior design;

in Imperfection’ in 2011,” said Janice who also

things from the kitchen.

more-over, when each dessert was served, like

opened 2am:lab and 2am:experience supported

I wanted to give something

Banana Passion Fruit Dessert, Shades of Purple,

by other young chefs.

to my country, Singapore,”

Basil White Chocolate and Popcorn Parfait.

she said proudly.

Aside how each menu was created, Janice 2am:dessertbar was established in 2007 and

also considered of how each menu is served

“Desserts are almost never the

has become the talk amongst the dessert lovers

captivatingly. Therefore she chose the bar concept

highlight of a meal compared

in Singapore and even the world. “When I started

to create a relaxed atmosphere where there is an

to main course. I want to

this business challenging myself to create a

interaction between the chef and the guests.

change that perception by

new form or texture with basic ingredients and

serving only desserts at

equipment. Customers who come will only care

Through every menu that was created, Janice

2am:dessertbar. I devote all my

about the new experience that they will get when

has combined a lot of things, such as taste,

capability to create the perfect

enjoying each menu that they order. But I have

beauty, art, culture and nature that are present

dessert menu,” she said avidly.

on each plate.

Keputusan Janice untuk

“Dessert atau makanan pencuci mulut seringkali

Ketika Tulip Magazine bertandang ke 2am:dessertbar

membuka bisnis di bidang

menjadi anak tiri jika dibandingkan dengan makanan

di Singapura pada November 2012 lalu, suasana

makanan ini terjadi saat usianya

utama. Saya ingin mengubah prespektif itu dengan

“berbeda” sudah terasa ketika memasuki ruangan

menginjak 25 tahun. “Saya telah

hanya menyajikan menu dessert di 2am:dessertbar.

yang ditata apik dan dengan disain interior yang

melihat dunia dan mempelajari

Seluruh kemampuan saya curahkan untuk

simpel dan minimalis. Apalagi ketika satu persatu

banyak hal di dapur. Saya ingin

menciptakan menu dessert yang sempurna,”

hidangan dessert disajikan, seperti Banana Passion

memberikan sesuatu kepada

ujarnya dengan penuh semangat.

Fruit Dessert, Shades of Purple, Basil White

negara saya, Singapura,”

Chocolate dan Popcorn Parfait.

ujarnya penuh bangga. 17

2am:dessertbar berdiri pada

yang sederhana. Pelanggan yang

yang juga membuka 2am:lab dan

dan ada sebuah interaksi antara

tahun 2007 dan telah menjadi

datang mendapatkan pengalaman

2am:experience yang didukung

chef dengan pengunjung.

perbincangan di kalangan pecinta

yang berbeda di tiap menu yang

beberapa chef muda lainnya.

dessert di Singapura dan bahkan

dipesan. Saya terus berusaha

telah mendunia. “Ketika saya

untuk mengenalkan filosofi dari

Selain bagaimana setiap

Janice telah menggabungkan

memulai bisnis ini saya menantang

tiap menu yang dibuat dengan

menu diciptakan, Janice juga

banyak hal, seperti rasa,

diri saya untuk membuat

berbagai cara yang menarik.

memikirkan bagaimana setiap

keindahan, seni, budaya dan alam

sebuah bentuk baru dengan

Salah satunya dengan pembuatan

menu disajikan dengan menarik.

yang tersaji di tiap piringnya.

menggunakan bahan-bahan yang

buku Perfection in Imperfection

Maka konsep bar dipilihnya untuk

mendasar dan juga peralatan

di tahun 2011 lalu,”ujar Janice

membuat suasana yang santai

Melalui tiap menu yang diciptakan,

The More Local it is the More Premium it Gets When asked about the premium

She thinks by finding an Asian

Amidst her tight schedule,

of desires that want to be

products Janice’s answer was

genuine fruits like cempedak

Janice still has a wish to be

realized. “I will keep learning

surprising, she thinks that a

(the smaller cousin of the

able to stroll into the fields and

and developing my self. My job

product is called a premium

well-known, jackfruit), durian

meet with fruit farmers either in

demands me to keep working.

if it is from local. “When we can

or jackfruit from the farmers,

Malaysia, Indonesia or even in

My business in Singapore is

find and make the local and

choosing the best kind of fruit

other Asian countries.

still running well and I’m still

authentic product then serves

and making it into a menu is

it on an out-of-mind menu, that

one of the things that makes

Janice Wong is a lady with

meet countless extraordinary

is premium,” she said shortly.

it a Premium.

an assertive face still has lots

friends,” said Janice boldly.

Ketika ditanya mengenai produk

premium,” ujar Janice singkat.

masih punya keinginan untuk bisa

diwujudkan. “Saya akan terus

premium, jawaban Janice sangat

Menurutnya dengan menemukan

“berjalan-jalan” ke ladang dan

belajar dan mengembangkan diri.

mengejutkan, menurutnya sebuah

buah yang otentik dari Asia

bertemu dengan petani buah,

Pekerjaan saya menuntut saya

produk disebut premium jika

seperti cempedak, durian atau

baik di Malaysia, Indonesia atau

untuk terus berkarya.

berasal dari bahan baku lokal.

nangka dari petaninya sendiri,

di negara Asia lainnya.

Bisnis saya di Singapura tetap

“Ketika kita bisa menemukan

memilih jenis buah yang terbaik

dan kemudian mengolah

dan meramunya menjadi sebuah

Janice Wong yang berperawakan

masih bisa berkeliling dunia dan

produk yang lokal dan otentik

menu adalah salah satu hal yang

mungil dan memiliki garis muka

bertemu dengan banyak teman

kemudian disajikan dalam sebuah

membuat karya menjadi Premium.

yang tegas ini masih memiliki

yang luar biasa,” ujar Janice

menu yang out of mind , itulah

Di sela-sela kesibukannya Janice

segudang keinginan yang ingin

penuh keyakinan.

Janice Wong’s achievement in the last 2 years :

travelling around the world and

berjalan dengan baik dan saya

2012 Best of HOW International Design Award for Perfection in Imperfection 2012 Young Woman of The Year 2012 (Her World)

2011 Launch of Perfection in Imperfection book

2012 Launch of a new catalogue in collaboration with PCB France

2011 Presenting Chef for Boiron products at China (Shenzhen, Guangzhou and Shanghai) and South Korea.

2011 Opening of SPICE in London - Guest Chef

2012 Best Dessert Restaurant (Is Magazine) 2012 Shortlisted for President Design Award (2am: lab, 2am: experience) 2011 RSBF private dinner with MM Lee – Guest Chef

2011 Pastry Chef of the Year (World Gourmet Summit awards) 2011 Abu Dhabi Gourmet Summit - Guest Chef at Yas Island Rotana 2011 Madrid Fusion – Guest Chef at SPICE

18


2am:dessertbar Unique

for the Senses 19

To present a new experience for culinary

And on one night when Tulip Magazine

“What people remember when they

world lovers, that was Janice Wong’s

stopped by at 2am:dessertbar outlet,

enjoying their food is the flavor, while the

intention as she opened 2am:dessertbar

a cozy and modern atmosphere was really

aesthetics or the art of presentation may

in last October, 2007. From its

showed there. The visitors are able to

become the second or the third thing

name, 2am:dessertbar describes the

watch directly how the chefs preparing

they remember. That is why I commit

uniqueness of business owned and

the dessert menus ordered from the

to use the best ingredients and also

developed by a very talented female

bar area. “This makes us different from

the best processing method here,” said

chef, Janice Wong.

other restaurants where they usually put

Janice Wong who has been awarded the

their kitchen and eating area in separate

appreciation as Young Woman of

places,” Janice Wong explained.

The Year by Her World Magazine.

The menus presented extremely keep

“I do not cook molecular but some

If you have the opportunity to visit

the balance of taste, texture and the

techniques applied with technology

Singapore and wanting to indulge your

temperature as well. One of its taglines

are practiced to facilitate the efficiency

tongue and having a unique sensation,

is “creating unique dining experience

of cooking. For instance using nitrogen

2am:dessertbar is a recommended

for the guest”. Located in the area of

instead of deep freezing changes the

place to go. Don’t forget to firstly

Holland Village, 2am:dessertbar is a

forms of the food but not the taste.

make a reservation so that you will not

perfect “hangout” place for the dessert

I practice very much the classical methods

disappointed for not getting your seat.

lovers in Singapore. “Our targets are

but inspiring diners that a classic texture

All information on 2am:dessertbar can

those dessert lovers in the age of 18 to

can be served in a different form.

be seen at www.2amdessertbar.com.

40 years old,” said Janice Wong.

For example, a creme brulee does not

2am:dessertbar focusses on progressive dessert products paired with wine.

have to be in a cup but piped instead,” said Janice.

20


Menghadirkan sebuah pengalaman baru bagi pecinta dunia kuliner, itulah niatan Janice Wong ketika membuka 2am:dessertbar di bulan Oktober 2007 lalu. Dari namanya saja, 2am:dessertbar sudah menggambarkan uniknya bisnis yang dimiliki dan dikembangkan oleh seorang chef perempuan yang sangat berbakat, Janice Wong. 2am:dessertbar fokus kepada produk

sudah dipesan di area bar. “Inilah yang

“Yang diingat oleh seseorang ketika menikmati

dessert yang progresif yang dipasangkan

membedakan kami dengan restoran lainnya

makanan adalah rasa, estetika atau seni

dengan wine. Menu yang disajikan sangat

yang meletakkan dapur dan area makan

penyajiannya bisa jadi nomor dua atau tiga.

menjaga keseimbangan rasa, tekstur dan

terpisah,” jelas Janice Wong.

Karena itu saya berpegang teguh untuk memakai bahan-bahan terbaik dan cara

juga temperatur. Dan salah satu tagline nya adalah “creating unique dining experience

“Saya tidak memasak dengan teknologi

pengolahan yang terbaik pula,” jelas Janice

for the guest”. Berlokasi di daerah Holland

molecular tetapi menggunakan teknik

Wong yang telah mendapat penghargaan

Village, 2am:dessertbar adalah tempat

memasak yang efisien. Misalnya dengan

sebagai Young Woman of The Year dari Her

“nongkrong” bagi para pecinta dessert di

menggunakan nitrogen untuk membekukan

World Magazine.

Singapura. “Target market kami adalah para

dengan cepat tanpa menghilangkan

pecinta dessert yang berusia 18-40 tahun,”

rasanya. Saya berlatih dan terus mencoba

Jika Anda berkesempatan ke Singapura

ujar Janice Wong.

menggunakan metode klasik yang disajikan

dan ingin memanjakan lidah dan mengalami

dengan cara yang baru. Misalnya creme brulle

sebuah suasana yang unik, 2am:dessertbar

Dan di malam ketika Tulip Magazine

yang biasanya disajikan dalam cup dirubah

adalah tempat yang direkomendasikan.

bertandang ke gerai 2am:dessertbar,

tampilannya dengan menyajikannya di dalam

Jangan lupa untuk melakukan reservasi

suasana nyaman dan modern sangat terasa

sebuah pipa,”ujar Janice.

terlebih dahulu agar Anda tak kecewa karena

kental. Para pengunjung bisa menyaksikan

tidak mendapat tempat duduk. Segala

secara langsung, bagaimana chef

informasi mengenai 2am:dessertbar dapat

menyiapkan menu dessert yang

dilihat di www.2amdessertbar.com.

21

Basil White e t a l o c o Ch Janice Wong

basil white chocolate ganache passion fruit leather pastilles meringue gel coconut sorbet tapioca pearls vanilla powder

Photo doc. Janice Wong

22


Passion fruit blanket Recipe for 48 serving Ingredients:

Basil White Chocolate Ganache Recipe for 30 serving

600 grams

Passion fruit puree

2 grams

Xantan Gum

1 grams

Pectin

Method: •

Ingredients:

Heat puree in a saucepan. Add xantan gum to thicken.

Basil white chocolate Infusion 500 grams

white chocolate

25 grams

basil

•

Heat mixture to 60°C and add pectin.

•

Sieve the mixture, spread thinly on a silicon pat.

•

Dehydrate at 41°C for 4 hours or until dry.

Ganache 400 grams

basil infused white chocolate

200 grams

cream

1

Siphon

2 N20

charges

Passion fruit meringue Recipe for 25 serving

Method: •

Infuse fresh Basil leaves and white chocolate in a vacuum pack for 3 hours at 60 degrees.

•

After 3 hours, sieve the white chocolate. Store in a bowl.

•

Boil cream, pour it over above basil white chocolate.

•

Ensure that it is mixed well. Pour into a siphon and charge 2 charges.

•

Rest 2 hours in chiller

•

Leave it at room temperature for 15 minutes before use.

Ingredients: 100 ml

H20

100 grams

Sugar

100 grams

Passion fruit puree

17grams

Egg white powder

3.5 grams

gelatin

Method: •

Heat water and sugar together

•

Combine the bloomed gelatin with the sugar mixture.

•

Combine egg white powder with passion fruit puree and add to sugar/gelatin mixture.

•

Sieve the mixture. Rest for 6 hours in the chiller.

•

Place mixture in a mixing bowl and whisk until firm. Spread on a silicon pat and dehydrate it over night at 70°C

23

Choco Talk

PREMIUM BUSINESS A Doubtful Prospect Fear and worry are two things that often come to mind when preparing and even running a business. Let alone when faced to a wish to create a business premium that has been intended to do so. Luxury products, fancy shops and everything is lush! Takut dan khawatir, dua hal inilah yang seringkali mendekap pikiran ketika sedang mempersiapkan dan bahkan sedang menjalankan sebuah bisnis. Apalagi jika dihadapkan dengan keinginan untuk mewujudkan sebuah bisnis premium yang sudah dicita-citakan. Produk yang mewah, toko yang mewah, semua serba wah!

24


Before starting a business, we have

Is it true that a premium product doesn’t

to understand and map the market

have a market? Yes, there is a market for

segmentation for products that will be made.

that! Although it’s not as big as the middle

If having a products with average quality and

or low class market.

it is being marketed to upper class segment where price is not an issue or vice versa,

The next question is: can it access to a class

having a premium product to a middle-low

premium with the consequence of having

class segment, automatically the consumers

low sales volume? Here is the answer. These

may not be able to accept it. Therefore, rarely

bag manufacturers are very famous, Louis

a business owner willing to develop their

Vuitton and Hermés. Why do those brands

business to a premium product.

still survive and are still pursued by upper class women despite of the fact that they

Producers reluctant to enter the premium

are produced and sold in limited quantity?

class is caused by some fears such as

The two high class branded manufacturers

no markets, no buyers and unable to

produce and sell a few bags but manage to

predict when to meet a break even point.

achieve bigger profits than the mass products companies.

Sebelum memulai suatu bisnis, kita harus

produk premium tidak memiliki pasar? Ada!

memahami dan memetakan segmentasi pasar

Akan tetapi tentu saja pasarnya tidak sebesar

untuk produk yang akan dibuat. Jika memiliki

kelas menengah atau kelas bawah.

produk yang kualitasnya biasa-biasa saja tetapi dimasukkan ke dalam segmen kelas

Pertanyaan berikutnya adalah: sanggupkah

atas dimana konsumen menomorduakan

masuk dalam kelas premium dengan

harga atau sebaliknya memiliki produk dengan

konsekuensi volume penjualan yang kecil?

kualitas premium dengan harga yang tinggi,

Ini jawabannya. Produsen tas ini sangat

tetapi dimasukkan ke dalam segmen kelas

terkenal, Louis Vuitton dan Hermés. Kenapa

menengah bawah, otomatis konsumen tidak bisa

sampai sekarang merek tas tersebut masih

menerima. Karena itulah jarang produsen mau

bertahan bahkan makin diburu oleh para

mengembangkan bisnisnya dengan membuat

ibu-ibu kelas atas, padahal tas-tas tersebut

produk premium.

diproduksi dan dijual dalam jumlah yang sangat terbatas? Dua merek tas kelas atas tersebut

Keengganan produsen untuk masuk ke kelas

membuat dan menjual sedikit tas namun bisa

premium disebabkan oleh beberapa ketakutan

meraih keuntungan dalam jumlah yang lebih

seperti tidak ada pasarnya, tidak ada yang

besar dibandingkan perusahaan tas yang

beli, dan tidak bisa memprediksikan kapan

mass product.

modal bisa dikembalikan. Apakah benar,

25

Deciding product segment The existence of the above branded bags will be the

Keberadaan dua merek tas di atas, sepertinya menjadi bukti pertama bahwa sebenarnya pasar untuk produk premium itu ada. Masalahnya kemudian adalah bagaimana menentukan segmentasi produknya?

first evident that there is a market for premium products. The next problem is how to decide the product segmentation?

LUXURY

much more expensive than the average price

PREMIU M

30%

MAINSTR EAM VALUE

Market segmentation has four classification variables, they are demography, geography, psychography and behaviour. Like the above example, we will refer to psychography where segmentations are divided by social class, life style, and characters, like illustrated in the pyramid. On that pyramid there are illustrations of numbers of markets for each classes. The socialites class or the rich individual group has the least market because it is on tip of the pyramid. At this level price is not an issue; what matters is how can we give the best quality, the best service and the exclusivity for this customer. While in the middle class, the market is way bigger than the socialite class, but in this level it is only as far as wishes. Wishes of wanting to have high class products. As far as they get it to have the second grade products with the second grade quality. At the working class, people at this level have to struggle for their life survival. Let alone to get expensive products, to be able to have decent meals is already enough. On this group, the needs to buy beyond their basic needs is solely based on the functions of each products.

26


more expensive than the average price

15 - 20% 15%

more expensive than the average price

cheaper than the average price

Segmentasi pasar memang memiliki 4 variabel klasifikasi yaitu demografis, geografis, psikografis dan perilaku. Seperti contoh di atas kita akan mengacu pada variable psikografis dimana segmentasi dibagi berdasarkan atas kelas sosial, gaya hidup, dan karakter, seperti yang tergambar pada segitiga piramid. Pada segitiga tersebut tergambar jumlah pasar di tiap-tiap kelas. Kelas sosialita atau kelompok individu yang berkelimpahan, memiliki pasar paling sedikit karena berada dipuncak piramid. Pada kelas ini harga sudah bukan lagi masalah tetapi yang paling penting adalah bagaimana kita bisa memberikan kualitas yang terbaik, pelayanan terbaik, serta ekslusifitas bagi konsumen. Sedangkan pada kelas menengah atau kelas berkecukupan pangsanya memang jauh lebih besar jika dibandingkan dengan kelas sosialita, namun pada kelas ini individunya masih memiliki cita-cita tinggi. Maksudnya, keinginan untuk medapatkan barang kelas atas sangat tinggi tetapi hanya sebatas cita-cita. Oleh karena itu untuk memenuhi cita-citanya, segmen ini akhirnya membeli barang-barang KW atau kualitas nomor dua. Pada kelas pekerja, orang-orang yang berada di segmen ini, untuk kelangsungan hidupnya saja mereka harus berjuang mati-matian. Jadi, jangankan mengkonsumsi makanan atau barang yang mewah, bisa makan kenyang saja sudah bersyukur. Pada kelompok ini pula kebutuhan untuk membeli barang di luar kebutuhan pokok didasarkan kepada fungsi barang yang akan dibeli.

Source photo: modelsfashionshow.blogspot.com

The Needs of a Premium Product To make it more convincing that the fact premium market does exist, then there is another question; why do the costumers want to buy the premium products?

Nah, untuk lebih meyakinkan bahwa pangsa pasar premium itu memang ada dan selalu ada maka dibuatlah pertanyaan, kenapa konsumen mau membeli produk premium?

Show Off

Expert

The basic characteristic of a human being

When someone is called as a wine

is to show off. The desire of to feel superior

connosseur, then she is expected

and special. The desire to feel valued and

to know many tastes of wine and its

considered as important. The desire to feel

origin for every wines in the world.

distinctive, special and different from the rest.

In another word, to become a wine

For there are people who want to be treated

connosseur she needs to spend

and considered as special then premium

her money to buy all wines in the

products will definitely be sold.

world from the modest price to the most pricey wine. Hence, there is a big responsibility that comes for

Sifat dasar manusia itu pamer. Ingin merasa unggul dan istimewa. Ingin merasa dinilai dan dianggap penting. Ingin merasa khusus, istimewa, dan berbeda dari yang lain. Selama masih ada orang-orang yang ingin diperlakukan dan dianggap istimewa maka barang-barang premium pasti akan terjual.

someone is called themselves as an expert; it could be a boomerang for them too. How can someone is called a wine connosseur when being asked of a taste of wine but he cannot answer because he has not even tasted a wine before. And therefore when someone calls herself an expert then she should be willing to spend her money her expertise of the product. As long as there are people who call themselves expert or are fond of displaying their expertise, then

Dan karenanya seseorang yang menyebut dirinya pakar harus mau menyisihkan uangnya untuk membeli barang-barang premium agar bisa menjaga kepakarannya akan produk tersebut. Selama masih ada orang yang mau dibilang pakar atau suka memamerkan kepakarannya maka barang-barang premium pasti ada yang membeli.

people will buy premium products.

Source photo: en.bulgari.com

Source photo: www.purseblog.com

to buy premium products to keep

Bila seseorang disebut pakar wine, maka seseorang tersebut harus mengetahui segala macam rasa dan asal-usul dari setiap jenis wine yang ada di dunia. Artinya, untuk menjadi pakar, seseorang itu harus menyisihkan uang untuk membeli semua wine yang ada di dunia, dari yang paling murah sampai yang paling mahal. Oleh karena itu jika seseorang menyandang gelar ‘pakar’ tanggung jawabnya besar sekali, bahkan bisa menjadi bomerang bagi orang tersebut. Ya, bagaimana mungkin seorang pakar wine saat ditanya rasa wine tidak bisa menjawab dengan alasan belum pernah merasakan.

27

Self Indulgence Possessing a premium product

by consuming or buying

to appreciate of what someone

expensive products. As long

has achieved. Perhaps it never

as there are people who wish

crosses to mind to buy an

to appreciate themselves, who

expensive thing, but when

want to entertain themselves

someone is able to reach

from a failure, who want to

beyond their target that they

indulge themselves, then

could get a big bonus, one

premium market will still exist.

may want to spoil oneself

Mengkonsumsi barang premium untuk menghargai diri atas prestasi yang telah dicapai. Mungkin sebelumnya tidak terpikir untuk bisa membeli barang mewah, akan tetapi ketika seseorang mampu melebihi target sehingga mendapat bonus yang besar, seseorang tersebut ingin memanjakan dirinya dengan

mengkonsumsi atau membeli barang yang mewah. Selama masih ada orang yang ingin menghargai diri, ingin menghibur diri dari sebuah kegagalan, ingin memanjakan diri, maka pasar untuk barang-barang premium pasti ada.

Self Motivation Source photo: modelsfashionshow.blogspot.com

The needs to remind of one’s identity.

Ingin mengingatkan diri pada indentitas seseorang. Ingin membangun harapan dan The needs to build hopes and energy energi untuk memotivasi diri. Selama masih ada to motivate one self. As long as there are people who want to possess premium products orang yang ingin memiliki barang premium maka barang-barang premium akan tetap memiliki than premium products will still pasar.

have a market.

If still unsure with the above facts, we can see on the population data. Indonesia, as we all know is the fourth most populated country in the world. If among 254 million there is 10% of people in the socialite class, then it is obvious that the market for premium products do exist. If then comes a question like, is there a premium class in Indonesia? The answer is, when Rolls Royce had a hundredth birthday, this company launched one hundred units of white Phantom Centenary, Indonesia got four units and within days they were gone. They were all sold out!

Jika masih belum yakin dengan fakta-fakta di atas, kita bisa melihat pada data jumlah penduduk. Indonesia, seperti kita ketahui merupakan peringkat ke-4 penduduk terbanyak di dunia. Kalau diantara 245 juta terdapat 10 persen orang dalam kategori kelas sosialita, maka pasar untuk produk premium jelas ada. Kalau kemudian muncul pertanyaan apakah ada kelas premium di Indonesia? Jawabannya adalah, saat Rolls Royce berulang tahun ke 100, perusahaan ini meluncurkan 100 unit Phantom Centenary berwarna putih, tak kurang dan tidak lebih. Indonesia kebagian 4 unit dan konon dalam waktu beberapa hari sudah lenyap dari ruang pamer. Terjual!

Source photo: www.myamber.ae

28


nstore.com

eplicavuitto

oto: www.r

Source ph

The Key of Premium Business Premium business is not just a problem of the selection of premium raw materials, but also all aspects of that show it as a premium brand. There are three factors needed when making a premium product, they are product quality, promotions and customers’ satisfactions.

Bisnis premium bukan hanya masalah pemilihan bahan baku yang premium, tetapi juga segala aspek yang menunjukkannya sebagai brand premium. Untuk membuat produk premium ada 3 hal yang perlu diperhatikan yaitu, kualitas produk, promosi, dan kepuasan pelanggan.

Product Premium If you want to make a premium product, it is impossible not to use premium ingredient. Even from every aspects including packaging. It is not only the design that is premium but also the material for packaging is premium too.

Jika ingin membuat produk premium tidak mungkin kita menggunakan bahan-bahan yang tidak premium. Bahkan, dari berbagai sisi termasuk pengemasan. Bukan saja didesain dengan cita rasa premium, tetapi bahan-bahan kemasannya juga harus premium.

Promotions In order the premium business to grow fast, it needs promotions and branding. One of the challenges in the premium segment is promotion because a good promotion takes high costs. Premium business could go on without any promotions, but it will take a longer time to gain good result. With promotions, the outcome will appear faster, but without a promotion, it will need more years to introduce the products. Promotions do play an important role to succeed the premium business but motivation to build a higher business

Nah, agar bisnis premium berkembang pesat perlu melakukan promosi dan branding. Memang, kendala untuk masuk segmen premium salah satunya adalah promosi karena promosi yang baik membutuhkan biaya tinggi. Bisnis premium bisa saja berjalan tanpa promosi, namun dibutuhkan waktu yang lama untuk menikmati hasilnya. Jika dengan promosi bisa menikmati hasil lebih cepat, maka tanpa promosi akan dibutuhkan waktu lebih lama untuk mengenalkan produk. Promosi memang berperan penting untuk menyukseskan bisnis premium akan tetapi motivasi membangun bisnis jauh di atasnya.

is also important.

Customers’ Satisfactions Satisfaction is the feeling of pleasure or disappointment from someone that arises after comparing perceptions or a product from his or her expectations. There are factors that influence perceptions or customers’ expectations when purchasing a product or paying for a service are their needs and wants that the customers feel when buying the product or paying the service, their past experiences when they have used the products or services and their friends experiences who have used the products or services, finally advertisement.

Kepuasan adalah perasaan senang atau kecewa seseorang yang muncul setelah membandingkan antara persepsi atau hasil suatu produk dengan harapan-harapannya. Faktor-faktor yang mempengaruhi persepsi dan harapan konsumen ketika melakukan pembelian suatu barang atau jasa adalah kebutuhan dan keinginan yang dirasakan oleh konsumen tersebut pada saat melakukan pembelian suatu barang atau jasa, pengalaman masa lalu ketika mengkonsumsi barang atau jasa tersebut serta pengalaman teman-teman yang telah mengkonsumsi barang atau jasa tersebut dan periklanan.

29

Run Like a Diesel machine Are those three factors enough?

Another way of building

No, it is not. Premium business

a premium business is to make

is not a premix, but it is a diesel

a new brand with super quality,

business. The heat stays long.

like the Toyota did by creating

Let’s go back to Louis Vuitton

‘Lexus’. To create its new brand

dan Hermés bags. How long

image, Lexus is not produced in

have they built their brands

Japan but in America.

until they earned the costumers trust? Hermés was established

Considering the increasing

in 1837 by Thierry Hermès.

growth of the upper middle

Where as Louis Vuitton was

class and the world economic

established in 1854.

analyse that predicting the

Apakah dengan 3 hal tersebut cukup? Belum. Perlu diketahui bahwa bisnis premium bukan bisnis premix, tetapi bisnis diesel. Panasnya lama. Kembali kepada contoh produksi tas Louis Vuitton dan Hermés, berapa tahun mereka membangun merek tersebut sehingga dipercaya? Hermès, didirikan oleh Thierry Hermès sejak tahun 1837. Sedangkan Louis Vuitton berdiri sejak1854.

Indonesia’s economy will grow What did Hermés dan Louis

bigger which means premium

Vuitton do to make premium

market has the potential to grow

business is to keep the

wider. This open market should

quality. For years the quality is

be filled with quality products.

maintained. Another example is

And these quality products will

Alba dan Seiko. Few years ago

remain at its segment if its

Alba dan Seiko were considered

quality remains stabil in any

to be economic watches. But

conditions. When the cost of

since they maintain their quality,

the main staple arises, don’t

at present the two brands have

hesitate to adjust the price,

gained the costumers’ trust and

just don’t lower the quality.

are now considered as a rather expensive watches even though

Jump into a premium business

they are not in the same class

does take a lot of challenge,

as Omega’s.

as there are not short term premium business. So, still need an antidote for fears and doubts in running premium business?

30


Apa yang dilakukan oleh Hermés dan Louis Vuitton adalah membuat bisnis premium dengan cara menjaga kualitas. Dari tahun ke tahun kualitas dipertahankan. Contoh lain adalah jam Alba dan Seiko. Beberapa puluh tahun lalu Alba dan Seiko termasuk kategori jam yang tergolong ekonomis. Tetapi karena kualitas yang dipertahankan, kini dua merek tersebut sudah mulai mendapat kepercayaan dan sudah termasuk dalam kategori jam yang cukup mahal walaupun belum bisa masuk ke dalam kelas Omega. Cara lain membangun bisnis premium adalah membuat brand baru dengan kualitas super, seperti yang dilakukan oleh

Toyota dengan membuat Lexus. Untuk menciptakan citranya maka Lexus tidak di produksi di Jepang, tetapi di Amerika. Apakah di tahun pertama Lexus mendulang sukses? Tidak. Butuh setidaknya beberapa tahun untuk membuat konsumen percaya. Mengingat pertumbuhan penduduk kelas menengah atas yang meningkat serta analis ekonomi dunia yang memprediksikan bahwa ekonomi Indonesia akan tumbuh besar artinya potensi pasar premium terbuka lebar. Pasar yang terbuka ini harus diisi dengan produkproduk yang berkualitas. Dan produk berkualitas ini akan tetap bertahan di segmennya jika kualitas tetap dipertahankan dalam kondisi apapun. Jika harga bahan pokok naik, jangan ragu untuk menyesuaikan harga, jangan mengorbankan kualitas. Masuk ke dalam bisnis premium memang penuh tantangan, karena tidak ada bisnis premium yang berumur pendek. Masih butuh obat penawar rasa takut dan ragu menjalankan bisnis premium?

Opinion

Premium is a Taste Two figures chosen by Tulip Chocolate Magazine, Jan Djuhana and Ainun Chomsun are professionals in their own fields. Jan Djuhana has been in the indonesian music world for years and Ainun Chomsun has been dwelling in the world of social media have expressed their aspirations concerning the

Dua tokoh yang dipilih oleh Tulip Chocolate Magazine, Jan Djuhana dan Ainun Chomsun adalah tokoh professional di masing-masing bidangnya. Jan Djuhana yang telah melalang buana di dunia musik Indonesia, dan Ainun Chomsun yang berkutat di dunia Social Media menyampaikan pendapatnya mengenai Bisnis Premium dari perspektifnya masing-masing.

premium business from their own perspectives. In building a chocolate business, as well as other businesses, it always cooperates with other things. When having chocolate products that are high quality, then the next task is how to make public know that an extraordinary product has been produced; one of the most rapid medium of communication is the social media. Then other factors such as architecture and interior design of the chocolate shop that has character and is convenient are also one of supporting factors for a product to be received by the public. The entertainment factor also holds an important key, the beautiful music that is played in the chocolate shop. Music is very influential in the creation of atmosphere and mood.

Dalam membangun sebuah bisnis cokelat, dan juga bisnis di bidang lainnya selalu bersinergi dengan hal-hal lainya. Ketika memiliki produk cokelat yang berkualitas tinggi, kemudian tugas selanjutnya adalah bagaimana agar masyarakat luas mengetahui jika telah lahir sebuah produk yang luar biasa, salah satu media komunikasi yang paling cepat adalah dengan Social Media. Kemudian faktor lainnya seperti desain arsitektur dan interior toko cokelat yang berkarakter dan nyaman juga merupakan salah satu factor pendukung sebuah produk diterima oleh masyarakat luas. Faktor entertainment juga memegang kunci penting, musik yang diperdengarkan di toko cokelat yang sudah dibuat begitu indah. Musik sangat berpengaruh pada penciptaan suasana dan juga mood. Berikut pendapat Jan Djuhana dan Ainun Chomsun mengenai Premium Product

Next is Jan Djuhana and Ainun Chomsun’s opinions about Premium Products.

31

Social Media Follows Democracy Concept

Ainun Chomsun Youtube, Facebook, Twitter, Instagram, Foursquare and several other social media brands have become a trending topic in the marketing world. Where an information can be spread in an easy and fast way. One thing that matters in the social media marketing program is the effort to create an interesting discussion topic which can make the message readers to participate in spreading the related message mentioned above.

small or the medium ones in social media. They all have the same opportunity, it leaves to them whether they can build their brands well or not. The one thing that exists in social media is segmentation. In social media, the occupant demography data is quite complete, a brand just choose which segment to be aimed. The communication, both visual and written, must be adjusted to the segmentation,” Ainun explained.

Nowadays, social media has become “a space” which is easily accessable by anyone in the whole world by using the internet network only. A communication can be built easily by a company or brand directly to their customers. In addition to instill brand awareness, social media also can increase the company’s service for the customers.

The following is Ainun’s opinion on premium brand and product, “A premium brand is a brand aiming certain class in limited amount and they have attitude: not just any product, but a product with value. In order to build it, the communication must be in accordance to the premium consumer targets and to maintain it, the brand must be consistent, having good value and attitude.”

The founder and volunteer of Akademi Berbagi, Ainun Chomsun, proposed that social media follows democracy concept. There is a freedom to speak which can not be limited. Everyone has the right to speak about anything which can be read by anyone. “There are no classification for big brands, 32


Now, it is the time for a product or brand to be present in social media. About what form or what tools to be chosen and to be used, it depends on the brand’s or product’s needs and readiness. “Because, like it or not, social media has become a separate ‘market’ where there are so

many brands or products to be discussed. If we are not ‘present’ there, then we will be left behind and no longer knowing on what the consumers are talking about. The information in today’s era has become an important part so that the brand or product is able to exist in the society,” said Ainun who always shares information and her knowledge through her twitter account @pasarsapi. Ainun has proved that the social media has “force” by running a social movement with a sharing principle named Akademi Berbagi which has become as big as now. “We use all social media channels which quite popular here, like facebook, twitter, blog, website, and google+ for socializing the movement, searching for teachers, looking for places which can be used as classes; for students registration as well as for coordinating with all volunteers in Indonesia. Because it is cheaper and easier if we use social media. And when Akademi Berbagi was founded at the first place, we used a social media : twitter, which was so popular at that time,” said Ainun when she was asked on how she runs her free classes in Akademi Berbagi.

Youtube, Facebook, Twitter, Instagram, Foursquare dan beberapa brand sosial media lainnya telah menjadi perbincangan dalam dunia marketing. Dimana sebuah informasi bisa disebarluaskan dalam cara yang mudah dan cepat. Yang menjadi perhatian dalam sosial media marketing program adalah usaha untuk menciptakan sebuah topik bahasan yang menarik dan mengajak si pembaca pesan untuk ikut menyebarluaskan pesan tersebut. Sosial media saat ini telah menjadi “ruang” yang mudah diakses oleh siapapun di seluruh dunia hanya dengan jaringan internet. Sebuah komunikasi bisa dibangun dengan mudah dari sebuah perusahaan atau brand langsung kepada customernya, selain untuk menanamkan brand awareness, sosial media juga bisa meningkatkan pelayanan kepada customer. Founder dan volunteer Akademi Berbagi, Ainun Chomsun memiliki pendapat bahwa sosial media menganut paham demokrasi. Ada kebebasan berpendapat yang tidak bisa dibatasi. Semua orang berhak bicara apapun dan bisa dibaca siapapun. “Di sosial media tidak ada pengkotak-kotakan brand besar, kecil atau sedang. Semua mempunyai kesempatan yang sama, tinggal siapa yang bisa membangun brand-nya dengan baik. Yang ada adalah segmentasi. Di sosial media data demografi penghuninya cukup lengkap, sebuah brand tinggal memilih segmen mana yang akan dibidik. Komunikasi baik visual maupun tulisan harus disesuaikan dengan segementasinya,” Ainun menjelaskan.

Berikut adalah pendapat Ainun mengenai brand dan produk premium, “Brand premium adalah brand yang membidik kelas tertentu, dalam jumlah terbatas dan mempunyai attitude. Bukan sekedar produk, tetapi yang memiliki value. Untuk membangun tentunya semua komunikasinya harus sesuai dengan target konsumen premium dan untuk mempertahankan sudah pasti harus konsisten, mempunyai value, dan attitude yang baik.” Sebuah produk atau brand sudah saatnya harus hadir di sosial media, soal bentuk, tools apa yang dipilih dan akan digunakan sebagai apa itu tergantung kebutuhan brand atau produk dan kesiapannya. “Karena suka tidak suka, sosial media sudah menjadi ‘pasar’ tersendiri dimana banyak brand atau produk yang dibicarakan. Jika kita tidak ikut ‘hadir’ di situ maka kita akan banyak tertinggal dan tidak lagi mengetahui apa yang konsumen bicarakan. Informasi di era sekarang menjadi bagian penting agar brand atau produk bisa tetap eksis di masyarakat,” jelas Ainun yang rajin pula berbagi informasi dan juga semangat berbagi melalui akun twitternya @pasarsapi. Ainun telah membuktikan “kekuatan” sosial media dalam menjalankan gerakan sosial dengan prinsip berbagi yang dinamai Akademi Berbagi menjadi besar seperti sekarang. “Kami memanfaatkan semua kanal sosial media yang cukup dikenal di sini yaitu: facebook, twitter, blog, website, google+ untuk mensosialisasikan gerakan, mencari guru, mencari pinjaman tempat untuk kelas, pendaftaran murid serta berkoordinasi dengan seluruh relawan di Indonesia. Karena menggunakan sosial media lebih murah dan mudah. Dan Akademi Berbagi dibentuk di awal langsung menggunakan sosial media, yaitu ketika twitter booming,” ujar Ainun ketika ditanya tentang bagaimana menjalankan kelas gratisnya di Akademi Berbagi.

PREMIUM BUSINESS IN THE GOLDEN EARS,

Jan has been in the recording business since 1970s, where this business is not a business which can be predicted easily. It has no standard theory and formulas. Since its a likelyspeculative nature, not least the recording companies who closing their business, bankrupt. “Songs can not be regulated. No matter how much the promotion fund provided, it will not be able to seduce people’s

Jan Djuhana

ears to listen. Songs can not be used for Corruption, Collusion and Nepotism. People’s ear can not be bought”, said Jan who at his young age had had a record store business.

ll Indonesian people mostly very familiar with great names like Kla Project, Dewa,

According to Jan, who is the

Padi, /rif, or Sheila on 7, Glenn Fredly,

Artist and Repertoire Senior

Audy, Astri. But, only few of them who

Director of Sony Music,

know that behind the success of the bands

premium products in music

above there is one name that can not be

business is if music and songs

taken for granted, he is Jan Djuhana. His

produced are accepted by all

success in orbiting those artists can not

people. Accepted by all social

be separated from his acumen and ‘magic’

classes as well as by all musical

ears which by some people in music

genres connoisseurs. As for

industry referred as golden ears.

examples, there are Dewa, Padi, Yovie and Nuno (Menjaga Hati), or Bondan & Fade to Black with their hits ‘Ya Sudahlah’. “Unlike Wali, in the selling aspect, they have sold so many copies, but their music can

33

not get into urban cities or big

Di Indonesia, siapa yang tidak

“Berbeda dengan Wali, secara

cities. The upper class can not

kenal dengan nama besar Kla

penjualan memang banyak

accept Wali’s music,” said Jan

Project, Dewa, Padi, /rif, Sheila

tetapi Wali tidak bisa masuk

who has also been mortgaged

on 7. Akan tetapi mungkin

ke urban city atau kota-kota

his house to reopen his closed

sedikit yang tahu bahwa

besar. Kalangan atas tidak bisa

record store.

di balik kesuksesan mereka ada

menerima musik Wali,” terang Jan

seorang nama, Jan Djuhana.

yang juga pernah menggadaikan

Jan who once had a band

Kesuksesannya mengorbitkan

rumahnya untuk membuka

named Navano also explained

artis-artis tersebut tidak lepas dari

kembali toko kasetnya yang tutup.

that in order to make a piece

ketajaman naluri dan telinganya

Jan yang pernah memiliki

of classy music or song

yang oleh sejumlah kalangan

band bernama Navano ini juga

is not easy.

musik dianggap telinga emas.

menjelaskan bahwa untuk

“Just like if we open a

Dunia rekaman yang diterjuni oleh

lagu yang berkelas memang

restaurant. We have to have

Jan sejak tahun 70-an, bukanlah

tidak mudah.

a good chef, who has an

dunia bisnis yang gampang

expertise in cooking.

diprediksi. Tidak memiliki teori

“Ibarat kita buka restoran.

All restaurants have fried rice

dan rumus yang baku. Karena

Kita harus punya koki yang baik,

and cap cay in their menus,

sifatnya yang cenderung

yang pinter masak. Semua

but those delicious fried rice

untung-untungan, tidak sedikit

restoran punya menu nasi goreng

and cap cay with high flavor

perusahaan rekaman yang tutup,

dan cap cay tetapi nasi goreng

must have been cooked by a

bangkrut.

dan cap cay yang enak dan

membuat sebuah musik atau

good chef,” said Jan giving an example.

bercita rasa tinggi pasti dibuat “Lagu (red.music) tidak bisa diatur.

oleh seorang juru masak yang

Sebesar apa pun dana promosi

baik,” kata Jan memberi contoh.

“Presenting the best and nicest

yang disediakan tidak akan

music must be started by

mampu merayu telinga orang

“Menghidangkan musik yang

choosing an easy listening song,

untuk mendengarkan. Lagu itu

terbaik dan paling enak harus

choosing the right arranger, and

tidak bisa diKorupsi,Kolusi,

dimulai dari memilih lagu yang

the last but not least is by the

Nepotisme –kan. Telinga

enak di telinga, memilih arranger

accuracy to determine the artis

masyarakat tidak bisa dibeli,”

yang tepat, dan yang terakhir

who will sing it,” he continued.

kata Jan yang saat muda pernah

adalah ketepatan menentukan

punya usaha toko kaset.

artis yang membawakannya,”

When the completed song

lanjutnya.

is launched, coupled with a

Menurut Artist and Repertoire

touch of luck, then, boom!

Senior Director Sony Music ini,

Ketika lagu yang telah selesai

It’s booming in the market,

produk premium dalam dunia

dibuat tersebut diluncurkan dan

accepted by all people, even if

musik adalah jika musik dan lagu

ditambah dengan sentuhan factor

possible, it can be a worldwide

yang diproduksi diterima oleh

luck, maka, boom! Meledak

song like the ‘fever’ of PSY’s

semua kalangan. Diterima oleh

di pasaran, diterima oleh semua

Gangnam Style. So, that

semua kelas sosial juga diterima

kalangan, bahkan jika mungkin

premium song will be called

oleh penikmat semua aliran musik.

mendunia seperti ‘demam’

as a masterpiece.

Contohnya adalah Dewa, Padi,

Gangnam Style-nya PSY. Maka

Yovie and Nuno (Menjaga hati),

lagu berkualitas premium itu akan

atau Bondan feat to Black dengan

disebut sebagai masterpiece.

lagunya ‘Ya Sudahlah’.

34


Valentine Recipe

e m i a ’ t Je

Benty Diwansyah TULIP Chocolatier 35

Macaroon Parisienne The finished product : 70 pcs @ 5 grams

Ingredients: 300 grams

35 grams

Almond powder

300 grams

Sugar

Tulip Bordeaux

(cook to 118°C)

Cocoa powder

100 grams

Water

300 grams

Refined sugar

115 grams

Egg whites

115 grams

Egg whites

(room temperature)

Directions: 1. Cook 300 grams of sugar and 100 grams of water to a temperature of 118°C [to avoid the occurence of crystalization, occasionally polish the pan rim with a brush which has been soaked in water before]. 2. Filter together Almond powder, refined sugar, and Tulip Bordeaux Cocoa powder. Mix 115 grams of white eggs into it, stir until well blended. Set aside. Note : To make Macaroon with food

3. Meanwhile, beat 115 grams of white eggs at medium speed. When the sugar

coloring, substitute 35 grams of

has reached a temperature of 105°C, keep on beating until the sugar reaches

Tulip Bordeaux Cocoa powder

a temperature of 118°C. Raise the speed to a speed of 3 while pouring the sugar

with 35 grams of Almond

solution into it. Keep on beating to cool [ + 5 minutes], then put it into the almond

powder. Cook the desired food

mixture.

coloring together with sugar. 4. Syringe by using a plain nozzle (size 0) 1.5 cm on a baking sheet that has been covered with Silpat or a flat silicone paper. Leave it for 1.5 hours or until the surface dries. Bake in oven at a temperature below 150°C dan above 130°C for 14 minutes.

36


Salted Caramel Macaroon

Raspberry & Rose Macaroon

Filling:

Filling: Sugar

200 grams

100 grams

Fresh Cream

Couvertare

5 grams

Fleur de sel

25 grams

Cocoa butter

Unsalted Butter

50 grams

Fresh cream

75 grams

Rasberry puree

2 grams

Rose extract

100 grams

100 grams

Tulip White

Directions: 1.

Cook the sugar on medium heat

until caramelized

Directions: 1.

2.

Chop the Tulip White Couverture

Deglaze with warm fresh cream,

and melt it together with cocoa

also add fleur de sel into it, allow

butter by steamed. Heat the fresh

it to a temperature of 35°C. Then

cream and mix into it. Stir until well

add unsalted butter, stir until well

blended.

blended. Keep it in a chiller until hardened, then whisk it by using

2.

a mixer until fluffy.

Put Rasberry puree and rose extract. Then keep it in a chiller until hardened.

3.

Paste the two pieces of yellow Parisienne macaroon with Salted

3.

Caramel ganache.

Paste the two pieces of pink macaroon with Rasberry and Rose ganache.

Chocolate Macaroon

After eight Macaroon

Filling:

Filling:

200 grams

Tulip Easimelt

200 grams

Tulip Easimelt Aura

100 grams

Fresh cream

Fresh cream

1 ea

Vanilla pod

Vanilla pod

20 grams

Butter unsalted

Butter unsalted

2 grams

Mint flavoring

25 grams

Creme de menthe

Aura 150 grams 1

ea

20

ea

Directions: 1.

Melt the Tulip Easimelt Aura by

Directions:

steamed. Heat the fresh cream

1.

Melt the Tulip Easimelt Aura by

and Vanilla pod, mix them into

steamed. Heat the fresh cream

Tulip Easimelt Aura. Stir until the

and Vanilla pod, mix them into

chocolate melts and well blended.

Tulip Easimelt Aura. Stir until the chocolate melts and well blended.

2.

Put Butter unsalted inside it. Leave it overnight at room temperature

2.

until hardened.

Put Butter unsalted inside it. Leave it overnight at room temperature until hardened.

3.

Paste two pieces of Chocolate Parisienne macaroon with 65% of Chocolate ganache.

3.

Paste two pieces of Chocolate Parisienne macaroon with 65% of Chocolate ganache.

37

Easter Recipe

t s e N g g E

Pipit Yulianti Chocolate School Instructor

38


01 Using a piping bag, spray Dark Chocolate Hestia that has been tempered to the marble or stainless plate that has been frozen overnight. Immediately after freezing, shape the chocolate in irregular circular like a nest.

02 Place the chocolate nest on the cake and decorate it with chocolate eggs which have been made before by using Tulip Dark Chocolate Hestia and Tulip White Chocolate Ivory.

Almond Shortbread 140 grams

Egg yolks

260 grams

Sugar

•

Beat the egg yolks and sugar until fluffy and thick

260 grams

Soft butter

50 grams

Honey

10 grams

Vanilla essence

•

Mix together the soft butter, honey and vanilla, then stir them into the egg mixture

350 grams

Wheat flour

50 grams

Almond powder

10 grams

Baking powder

75 grams

Tulip Dark Chocolate Chips

•

Sift together the flour, almond powder and baking powder and stir into the batter gradually

•

Stir Tulip Dark Chocolate Chips into the batter

•

Pour into the silpat baking sheet, bake it in the temperature of 160° for ± 20 minutes

•

Once cooked, allow to cool. It ready to be decorated

39

Premium Pastry Shop

PAND’OR F O OD & C A K E S

Premium in Every Corner

That day, rain was pouring quite heavily in Kebayoran Baru area, South Jakarta. The heavy pour in December didn’t stop some of the Jakarta residents to park their posh cars in front of Pand’or Food and Cakes. Security guards and parking attendants were busily parking the cars and covering the coming and going customers from the rains. A customer who seemed to be an expatriat, a Japanese or A Korean, was running through the rain. He stopped for a while on the stairs waiting for the crowd ahead to be a little bit unraveled. That is a slight description of how packed the Pand’or Food and Cakes during lunch hours. The restaurant and cake shop was once named Pandora Restaurant. It was first established in Ratu Plaza in 1983. According to Meutia Utomo, the owner of Pand’or Food and Cakes, the reason of Pand’or’s establishment was because her father, Tirto Utomo, who at that time served as a Director of a subsidiary of Pertamina, Far East Oil, often went back and forth Jakarta-Tokyo. Many of his colleagues were from Japan. Knowing that there were not many restaurants served European menu with Japanese ambiance, Tirto then decided to open a Japanese franchise, Pandora’s Box. Five years later the contract was not renewed then Pand’or Food

Meutia Utomo

the owner of Pand’or Food and Cakes

40


and Cakes was officialy launched.

Up to date Pand’or Food and Cakes is still maintaining its characteristive by keep having a chef from Japan. At present, Meutia trusts Chef Suzuki Kiyomi to run Pand’or Food and

not enough,” states Meutia who recommends

in fact analized and made some changes.

Cakes. However, it is the refined

Pand’or’s favourite cakes: Marjolen, Carmelita,

Including to make over its interior design and its

taste from Meutia that makes

and Opera to be tasted.

food serving. For example, when adding sugar to a drink, Meutia doesn’t want to have the sugar

Pand’or still lives on at the Pand’or’s seriousness in serving premium dish is

blocks served just like that, those sugar blocks

not just proven through its taste but also through

will be given some decorations to make it look

Sharp Tongue

its label in every package of the cookies taht

different from the other restaurant.

Meutia’s capability to maintain

says, ‘All of our products are made from premium

it is more or less because of

ingredients which guaranties freshness, quality

So as for the marketing and making the

her experiences when travelling

and authenticity of all our cakes, cookies, and

customers to come. Meutia invites multinational

around the world to taste high

pastries’.

secretaries in particular the Japanese and

upper level segment.

Korean companies to eat at Pand’or. That way

class foods and cakes. A former chef, who doesn’t want to

Talking about premium, Meutia also mentioned

the secretaries will recommend Pand’or to

be named, from Pand’or said

that an expensive product doesn’t make it a

their superiors. What Meutia did has resulted

that Meutia who has a “sharp

premium. For example, when she was in New

in positive reactions as Pand’or previously has

tongue”.

York she bought an expensive chocolate bar.

had European culinary with Japanese taste as

It turned out that the taste was not delicious.

a reputation so it’s not really hard to bring the

“The sharpness of a tongue is

To Meutia, a scrumptious chocolate doesn’t taste

customers back.

not enough!” she says when

too sweet nor too soft and it doesn’t leave an

asked by Tulip Chocolate

after taste in the mouth.

Magazine about how to make

With expatriates have become the customers of Pand’or apparently has become a magnet

a premium product.

Premium Customers

To make a premium product,

The rise and fall in a business is a common thing

perfectionist in choosing anything. They are also

a high quality product, the

to happen. The same goes to the ups and downs

renowned for their high taste for food. The trust

requirements are hands,

of a business. Pand’or had experienced ten years

that Meutia builds and the premium service are

feet, body and head must be

of not gaining a profit. However, it never occurred

factors that the Pand’or customers keep flocking

premium. All aspects must be

to her to close it down. On the contrary, Meutia

in Jalan Wijaya and in another of its branch

in a high quality. To have a heart

who started to run Pand’or after finishing her

at Medco Energy Building, Mezzanine Floor,

and capital as investments are

studies at a culinary school abroad in the 90’s,

Sudirman SCBD

for the locals. The Japanese, in particular, are

41

Pass’choco’port

Au Chocolat A break-through was made by Au Chocolat which is located in the newest shopping centre, Marina Bay Sands, Singapore. With tenant area of 4,700 square meters, Au Chocolat is really drawing the visitors’ attention who on average are tourists from ouside the Singapore. Opened in July, 2012, Au Chocolat presents an interesting “shopping” concept which is combining bistro and confiserie in a strong France ambiance. It can be seen from the architecture design and interior design which presenting a classic atmosphere as if we are “shopping” in one of stores in Paris.

42


Au Chocolat Bistro

said Sabrina Sengol, the Retail Manager of Au Chocolate.

Providing breakfast menus up to dinner menus. It is presented

On the other side, there is a

with a France traditional style

long etalage filled with attractive

and also international menus in

pastry products. Many kinds of

a cozy eating atmosphere.

products which are guaranteed to indulge the customers’

Realizing that the venue where

tongue such as cake,

Au Chocolat located is in a

pie and pastry.

shopping area, there are various kinds of food menus provided

The visitors will also be able

in order to meet the appetite of

to shop souvenirs as gifts from

customers coming from many

Singapore like children clothes,

countries, for example, there are

mugs, ballpoints, pillows with

salad, pasta, savory and sweet

the icon of Danielle and her two

creeps offered in the menu.

friends attached.

There are also interesting menus

An unforgettable experience

for children like French toast

for Tulip Magazine to visiting

crunch, ‘OO’ mini burgers, little

Au Chocolat and tasting several

chicken tenders and Danielle’s

cakes and beverages processed

battered fish.

from chocolate. A mature concept which can make it

Au Chocolat is not a franchise from France, the business

For the beverages, there are

easier for you to develop a

special menus processed from

business you already started

the best chocolate : signature

or a business which is being

Au Chocolat hot fudge and

pioneered. Au Chocolat can be

chocolate blended.

an inspiration for your business!

which are run by the best people in Singapore has proved that a mature concept producing a mature result. That concept is not reflected only in the building design but also

Au Chocolat Confiserie

in the presentation, the packaging and also in the friendly services.

In an etalage in this area, there are many kinds of

Au Chocolat presents cartoon characters as its icon;

praline chocolate with various

Danielle and her two little dog friends, OO and Yu Fa.

appearances and tastes. And

Those three icons were designed so interesting that they are

what interesting is that the

likeable by children. Those three cartoon icons are attached

production area of praline

in every merchandise and also in the packaging.

chocolate can be watched

It is told that Danielle and her two loyal friends are having

directly by the visitors. “We spoil

their adventures and making interesting stories with

the visitors by allowing them to

Danielle’s magic paintbrush. The Danielle’s stories will

watch directly the processed

continue along with the development of the business with

best chocolate. So there’s no

the brand of Au Chocolat where this business is planning

need to be worried. The bought

to open Theme Park and online club for children.

chocolate is definitely a homemade chocolate and made from

It is divided into 2 shopping areas : Au Chocolat Bistro and

the best chocolate in the world,”

Au Chocolat Confiserie.

43

Baumkuchen the Symbol of

Happiness

Total and serious. That was the impression

In Japan, since the year of 1960, Baumkuchen

felt by Tulip Chocolate Magazine when

has become a token of gratitude for the

visited an island located in Takashimaya

invitations who has come to a wedding party.

Food Hall, Singapore. Filled with cookies and

With the granting of this cake, a never ending

Baumkuchen products which are packed in

joy is expected for the happy bride as well as

lovely packaging, with beautiful colours.

for the invitations who have given their prayers and blessings.

This cake, which is similar to lapis legit – a cake from Indonesia – is an original cake

The level of difficulty in making Baumkuchen

coming from Germany with a unique shape.

has created a total business premium

It is made by using a special tool, and can be

concept. The products processing, packaging

watched directly by the visitors who want to

and their presentation to the customers are

see the making of Baumkuchen. The scent

an unseparated process. The Juchheim

of butter in the dough through the roasting

corporation which has been established since

process will poke your nose.

1909, proves that a good product will have an excellent appearance if they are packed in

With a brand of Juchheim which is very

a lux style.

popular in Japan since the early 19th century, Baumkuchen is a symbol of joy and happiness.

The Juchheim products are not only loved

Its shape which is similar to a large ring was

by the Singapore people who usually buy

originally made with simple tool: a large tree

them as gifts, there are also many tourists

branch with coals underneath.

shopping at Takashimaya who buy cookies,

With sophisticated technology, Baumkuchen

biscuits, and Baumkuchen to be brought to

Oven was invented which is also used in

their countries as souvenirs from Singapore.

outlets Juchheim in Takashimaya.

44


PIQUE.NIQUE

Give great atmosphere to enjoy contemporary laid back dinner, with great meals and dessert. You can find Pique Nique outlets at Takashimaya, Orchard Road, Singapore.

45

Tips & Trick

THE SECRET BEHIND TEMPERING Andy Van den Broeck TULIP Ambassador

Ever wondered why some chocolates can be so nice and glossy? Have you heard the term “tempering” but don’t know what this means?

This article will explain a few things about why certain chocolates can be so nice and shiny while others might not look their part. When “real” chocolate (using cocoa mass & cocoa butter) is melted, it won’t turn into its original shape after we just put it in the refrigerator. We’ll get a dull mass that’s very easy to melt and sometimes, the chocolate can even be grainy or have a white, oily, layer on its surface. To end up with a chocolate that’s shiny, has a hard snap, doesn’t melt so easily in your hands and has a little contraction (to release from a mould), we need to do something that chefs call “tempering”. This is needed due to the natural characteristics of cocoa butter, the fat found in cocoa beans. Cocoa beans contain around 55% of this cocoa butter and, of course, so does cocoa mass, the ground down cocoa beans. Both are critical ingredients for real chocolate, except for white chocolate that doesn’t contain the cocoa mass. Since compound chocolate, usually, doesn’t contain either cocoa mass or cocoa butter but vegetable fat and small amounts of cocoa powder, it usually doesn’t require tempering. Unfortunately, it also lacks the nice taste and melting behavior of real chocolate. To transform chocolate in fancy pralines (bite size pieces with a filling), delectable chocolate bars or other works of art, we need to melt it first. This is usually done by indirect heat such as a “bain-marie” (hot water bath) or hot air. We can also use specialized chocolate melters that are able to keep our chocolate at a certain temperature after melting.

46


When cocoa butter is melted, it can

much colder than 34°C and

Once chocolate is tempered, it will want to do

solidify in 5 different forms, which

a mass temperature of 24°C to 27°C

exactly what it’s taught to do, solidify. We might

we call crystals. All these crystals

is quite common. This means that

however have other plans and want to transform

have a different melting point, some

some unstable crystals are formed as

the chocolate into pralines, chocolate bars, Easter

even lower than the average room

well. To eliminate these, we need to

bunnies,…you get the point…To do this, we need

temperature, meaning they’ll be liquid

heat up the chocolate slightly before

to keep the amount of crystals under control by

at room temperature. Tempering is

using. The final temperature depends

simply melting the ones that are created but not

required to make sure that cocoa

on the type of chocolate and exactly

needed yet.

butter crystallizes in the stable (Beta)

how much cooling and movement was

crystals that melt around 34°C.

used but is usually between 27°C

Once we are ready to have the chocolate

and 34°C.

become solid with a nice gloss and hard snap,

Tempering can be done in a couple

we can place it in a refrigerator. A refrigerator for

of different ways but is generally

When using existing crystals, we

chocolate should be a lot warmer than any other

separated in 2 categories:

can either add them to fully melted

refrigerator and is usually kept between 10°C

•

creating crystals

chocolate (seeding) or melt the

and 15°C. This is to ensure slow crystallization.

•

using existing crystals

chocolate just enough to make it

Shock cooling, as needed for compound, can still

fluid but keep enough crystals inside

destroy our good efforts of tempering and result

When creating crystals, we cool down

(0.4%-0.6%). This last technique is

in unstable crystals.

the chocolate until stable crystals can

extremely helpful for small quantities in

The only thing left now is to enjoy the products

be formed (<34°C) and give movement

a micro wave oven or larger quantities

just made…

to the mass. This will ensure that

overnight in a chocolate melter.

crystals will be formed. Usually,

If you like to know more about turning real

temperatures used for cooling are

chocolate in exquisite delicacies, please contact : [email protected]

47

Tips & Trick

Perfect Tempering for Perfect Chocolate

If you have the time, chocolate can temper itself!

When melting chocolate that has been well

Always check if your chocolate is well tempered! An easy way to do this is to dip a pallet knife, back of a spoon,… into the chocolate and leave it to solidify at room temperature (±22°C). The chocolate should become dry to the touch within 5-10 minutes with a nice gloss.

tempered, cooled, transported and stored, like our Tulip couvertures, at a temperature not exceeding the working temperature, you retain enough crystals and end up with a chocolate that’s still tempered. Depending on the quantity, this might take a couple of hours to overnight. You can speed this process up by using a micro wave oven but you have to be very careful to make sure that you don’t heat the chocolate too much.

If it takes longer, the chocolate isn’t tempered yet (under tempered). If the chocolate solidifies in less than 5 minutes, is very thick and has lots of air-bubbles, it has too many crystals and we need to melt the ones we don’t need (over tempered).

The perfect moulded praline (bite-size pieces of chocolate with a filling inside)

Some people choose to add cocoa butter to make over tempered chocolate more fluid. This will seem to fix the problem shortly but actually makes things worse as we now have more cocoa butter that crystallizes faster, besides making the chocolate more expensive. The correct solution is to slightly warm the chocolate to melt away the crystals that we don’t need. When making the perfect praline, a thin (2-3mm), even shell is very important. If you haven’t decorated the moulds, try to heat them to about 1°C-2°C colder than the chocolate working temperature. This will result in a glossier surface and give you a little more time while working with liquid chocolate.

48


flavor from the filling while keeping enough space to close the moulds with a nice chocolate layer. If the filling needs refrigeration, place the moulds in a relatively warm refrigerator (10°C-15°C) for maximum 30 minutes. When moulding, sufficient vibration is important and don’t forget to scrape the excess of chocolate from the mould while upside down before flipping over and cleaning thoroughly. about 2-3 mm remains to achieve maximum

Before closing the moulds, let them get back to room temperature and don’t forget to heat the surface slightly to soften the chocolate layer. This will further help sealing the fresh, liquid chocolate on to the already solid shell. Place the mould upside down on a piece of grease proof paper for about 5 minutes. This will allow the still liquid chocolate to flow towards the paper and result in a nice and even shell with a slightly thicker foot.

Scrape the excess of chocolate from the moulds in 1 fluid motion keeping a 90° angle between the scraper and the mould. This will result in a nice and flat bottom layer. If the surface isn’t smooth This foot will result in a better sealing of the

or shows air-bubbles, apply more chocolate before scraping again.

bottom layer of chocolate (after filling). This is

Failing to do this will result in stripes and an uneven chocolate layer.

a little trick that ensures that the bottom layer of chocolate doesn’t crack away when biting

A transfer or plain plastic sheet can be used to create a more glossy

into the praline. Don’t forget to scrape the

or decorated bottom layer.

moulds again to make them nice and clean. Don’t place the moulds in the refrigerator but leave the chocolate to solidify at room temperature (±22°C).

49

50


Choco Idea

Colorate l o c o h C -Bon Bon 01

By using a toothbrush, spray the cocoa butter which has been colored to the surface of chocolate mold hole, leave to dry.

04

Pour the chocolate based on your own creativity; Dark, Milk or White. Tap and level it so that the air trapped inside it can come out.

Trend that is popular today is colorful trend (multi color). Reflecting the harmony and the diversity mix of colors. To make the shell of chocolate bon-bon, we need the following ingredients. •

Tulip Dark Chocolate Hestia 56%

•

Tulip Dark Chocolate Aura 65%

•

Tulip Milk Chocolate Lactea 34%

•

Tulip White Chocolate Ivory

•

Cocoa Butter

•

Various of Food Coloring Powder

03

02

Dissolve cocoa butter with the desired color, using air brush, spray it into the mold holes. The color composition depends on your creativity.

Clean the mold surface from the color remnants of cocoa butter, leave the mold in a cold room of 20 – 22°C, so that the colors made from cocoa butter is completely dry.

05

Pour the chocolate and clean the spill, put it upside down on a piece of paper until it is ready to use. Fill with various of stuffing according to taste.

Louis Tanuhadi TULIP Ambassador

51

Choco Tools

Equipment as the Final Determinant of a Product’s Quality The expertise of a chocolatier indeed

Made by experts with a high degree

is the most important thing in a

of accuracy. The product of chocolate

business that is based on the

world has s become incredibly global.

chocolate. Especially for the chocolate

“Indonesia is one of potential countries

business that focuses on premium

with extensive market. Because of that

products. “Signature” is a pride for

the Chocolate World dares to open up

the Pastry Chef or more specifically

its distribution lines here.

for a Chocolatier. I am very proud to be able to introduce Equipment in the process of chocolate

these premium chocolate production

into a new form and filled with highly

equipments to my present clients and

diversified creations. Starting from

also to the chocolate entrepreneurs

Melting Kettle/chocolate melting,

who will continue to grow,” says

standardized and magnetized

Michael, Director of PT Berkat Wahana

chocolate molds, mold shaped

Saudara which is the distributor

sculpture/hollow, to a sophisticated

of Chocolate World in Indonesia.

machine like enrobing, guitar cutter, and a variety of equipment which are

“A perfect blend of chocolatier’s

needed to make a piece of chocolate.

capabilities and skills in processing chocolate with the best quality

Chocolate World is a company

supported by qualified equipment

based in Belgium and has become

is one of the keys to success in a

a manufacturer of a moulding with

chocolate business,” says Michael.

a polycarbonate, which specified

Investment for chocolate processing

for chocolate, ice cream and

equipment is indeed great, but those

confectionaries.

investments do support chocolate businessmen to go ahead and develop. For example, magnetic mould from Chocolate World is more expensive. But chocolatiers acknowledge its magnetic quality is stronger that its plate iron will not fall off in the middle of among production,” cited Michael as an example. Photo doc. PT Berkat Wahana Saudara

52


dareto to break break the dare the mould mould

chocolateworld.be

chocolateworld.be YOUR REFERENCE IN MOULDS AND MACHINES

YOUR REFERENCE IN MOULDS AND MACHINES

Distributed by P.T. Berkat Wahana Saudara

Distributed by 11430 Jl. Tomang Raya no 8B. Jakarta Phone: P.T. +62-21-568-0020, +62-21-5600-466, +62-21-5600-154 Berkat Wahana Saudara [email protected]

Jl. Tomang Raya no 8B. Jakarta 11430 Phone: +62-21-568-0020, +62-21-5600-466, +62-21-5600-154 [email protected]

53

This series feature our prime range of chocolates. A product that is very well liked by Chocolatiers, Pastry Chefs and Professional Bakers in the 5-Stars Hotel Industries and Modern Bakeries. All products in this series are Real Chocolate ( Couverture ) and is meant for up-market as well as International standard Pralines, Cakes and Pastries making.

Tulip Embassy Easimelt Dark - Hestia (56%)

Tulip Embassy Easimelt Milk - Lactea (34%)

Tulip Embassy Easimelt Dark - Aura (65%)

Tulip Embassy Easimelt White - Ivory (33%)

Tulip Embassy Choco Chips

Tulip Embassy Chocolate Batons (52%)

4 inner boxes @ 2.5 kgs in a carton





8 inner boxes @ 1.5 kgs in a carton box

This series has both Real Chocolate (couverture) and Premium Compound. Designed for a variety products that need the best quality of chocolate.

COUVERTURE RANGE

Tulip Chocolatier Bittersweet Chocolate Couverture (55%) 12 slabs @ 1 kg in a carton box

54


Tulip Chocolatier White Chocolate Couverture 12 slabs @ 1 kg in a carton box

COMPOUND RANGE

Tulip Chocolatier Dark Chocolate Compound 12 slabs @ 1 kg in a carton box

Tulip Chocolatier Milk Chocolate Compound

Tulip Chocolatier White Compound

12 slabs @ 1 kg in a carton box


Tulip Chocolatier Chocolate Coating

Tulip Chocolatier Décor Dark chocolate Compound


Tulip Chocolatier Strawberry Compound



OTHERS

Tulip Black Velvet

Tulip Chocolate Cream

Tulip Bordeaux Cocoa Powder 2 paper bags @ 2,5 kgs in carton bag

5 kgs plastic pail ( individual )

22 - 24 %

Tulip Chocolatier Cioccolato The Gourmet Sciroppi Dark Chocolate Chips Chocolate Drink Chocolate Syrup 1 plastic bag @ 10 kgs in a carton box

10 pouch bags @ 1 kg in a carton box

6 bottles @ 1 Kg in a carton box

Tulip Burgundy Cocoa Powder

Tulip Noir Cocoa Powder

Tulip Choco Rice Dark 5

Tulip Color Rice Mix 8

2 paper bags @ 2,5 kgs in carton bag

2 paper bags @ 2,5 kgs in carton bag

2 plastic bags @ 5 kgs in carton bag

2 plastic bags @ 5 kgs in carton bag

5 kgs plastic pail ( individual )

12 - 14 %

12 - 14 %

Tulip Masterbaker is compound series. Suitable for many bakery products. Provide benefits for your bakery business.

Tulip Masterfilling Dark Chocolate

Tulip Masterbaker Dark Chocolate Compound

Tulip Masterdécor Dark Chocolate Compound

Tulip Masterdécor White Compound

4 slabs @ 5 kgs in a carton box




(Bake Stable Chocolate)

55

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Premium Business in Chocolate Industry

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